Motivators and Inhibitors
In this lesson we will look at the motivators and inhibitors that might influence your customers’ behaviour.
First, what is motivation? Motivation is something that drives people to act. Our motivation for creating these free lessons is to help you acquire necessary knowledge and skills to get your business up and running – and your motivation might be to save yourself a lot of money gaining something of real value.
From a marketing perspective, a motivator is something that might encourage a customer to buy a product, or perhaps one product over another.
For example a customer concerned about animal welfare would be motivated to buy tuna that was clearly labelled dolphin friendly over a similar product that was not
What about inhibitors? They are the opposite of motivators, they are things that could prevent a customer from buying one product over another, or indeed that product type at all.
Typical motivators and inhibitors can include:
- Aspirations
- Lifestyle
- Income
- Time
- Status
- Family
What about you and your products and/or services? How might you utilise the power of motivators and understand the difficulties inhibitors can bring into the mix? The first thing you need to understand is your customer (have you head this before?).
By knowing your customers’ likes and dislikes, what their aspirations are, their family status, income level, age, and so on, will give you important insights to what might be a motivator or inhibitor for them. All of this information will be worked out during a well executed segmentation exercise.
Next Up
Next we will talk a little about Customer Relationship Management.