Hey guys today’s blog will be about Motivations of the consumer when purchasing a product and the importance it plays in a businesses product development and marketing. Motivation in the marketplace is driven by two key factors of a consumer they are the reason why the consumer buys your brand and their motive for purchasing your brand. To elaborate on these two points the “why they buy” is focused on the product and the environment that the consumer is in at the time of the purchase meaning that if your product fills the need of the consumer at a particular place and time the consumer will buy the product. Now for the “motive for purchasing” is what the consumer takes into account about your brand and product to make a purchasing decision such as cost, brand loyalty, brand awareness, health rating, packaging etc, and whether these factors align with their needs and psychological sate. Here’s and example of motivation purchasing, a fitness buff consumer wishes to buy a new pair of shoes due to their old pair wearing out and due to their fitness mindset they gravitate towards the Nike brand whose image is that of professional sports showing a successful use of the consumers why and motive being respectively old pair of shoes wearing out and Nike providing a suitable product and a brand image that aligns with the consumers psychological wants.
In regards to how Nintendo utilizes the understanding of consumer purchase motivation is quite simple, being the top provider of family friendly games that are aimed at parents to purchase for their children due to their minimum violence and lovable and recognizable mascot-like characters such as The Super Mario and Wii Sports games. The long successful history that Nintendo has had with these characters has also engraved nostalgia into the consumer base as they are characters that an entire generation has grown up with and loved over the course of their lives which no other entertainment company e.g Xbox and Play-station has capitalized on and it is what Nintendo uses in order to maintain their competitive edge in the current market and needless to say it working. So in summary Nintendo knows that the consumer purchases their product because it satisfies the need for a family friendly electronic game product while backing these products with a history of lovable characters such as Mario, Sonic the hedgehog, Zelda and others that the generation of up coming adults have grown up with, appealing to the psychological disposition of the consumer creating a bond of trust developed through years of involvement with the Nintendo Brand name.
References:
- Solomon, M, Russell-Bennett, R. and Previte, J, 2019, ‘Consumer Behaviour’, Australian Edition, 4th Ed., Pearson
- Tiago Gonçalves 2019, Nintendo: A Consumer Behaviour Approach, available at:
https://www.slideshare.net/TiagoAfonso11/case-studynintendo-aconsumerbehaviourapproach
Consumers Today 