Customer motivations and hierarchy of needs
Posted: Mon Dec 23, 2024 6:15 am
Changes in social structures within a country or society can have a dramatic impact on your marketing focus and messaging based on socio-economic class. For example, in the U.S., the wealthier cohort controls 50% of the nation's aggregate income, up from 29% in 1970. The middle class (as opposed to the wealthiest) used to earn 62% of the nation's income. That share has since fallen to 42%.
Marketers who shift their focus to the upper middle and high income US earners will need to reflect this in consumers’ purchasing priorities. This group’s expectations are based on attaining the best of both worlds: that is, high quality products and services offered at reasonable prices. To appeal to this cohort, brands must prove that they are worth the price by offering extra-attentive services both online and offline.
Learning the social structures, business norms, and culture also provide a clear way to establish your customers’ motivations and hierarchy of needs. (Yes, you’ve heard it before, but that’s because it’s very, very important.)
For example, many small to medium B cell phone numbers list 2B purchasers select Salesforce as their CRM. However, Salesforce, due to the effort and higher cost associated with setup and implementation is not an ideal choice for small to medium sized companies.
However, if we view this purchasing choice through the “motivation optic” we can see that purchasing Salesforce is often driven by a desire to reduce risk by purchasing the most popular CRM solution. As well as the desire to gain admiration from peers who assume that a certain level of customer has been reached if a business chooses to purchase Salesforce.
Marketers who shift their focus to the upper middle and high income US earners will need to reflect this in consumers’ purchasing priorities. This group’s expectations are based on attaining the best of both worlds: that is, high quality products and services offered at reasonable prices. To appeal to this cohort, brands must prove that they are worth the price by offering extra-attentive services both online and offline.
Learning the social structures, business norms, and culture also provide a clear way to establish your customers’ motivations and hierarchy of needs. (Yes, you’ve heard it before, but that’s because it’s very, very important.)
For example, many small to medium B cell phone numbers list 2B purchasers select Salesforce as their CRM. However, Salesforce, due to the effort and higher cost associated with setup and implementation is not an ideal choice for small to medium sized companies.
However, if we view this purchasing choice through the “motivation optic” we can see that purchasing Salesforce is often driven by a desire to reduce risk by purchasing the most popular CRM solution. As well as the desire to gain admiration from peers who assume that a certain level of customer has been reached if a business chooses to purchase Salesforce.