Why do people buy? Simplifying the theory of purchase

If you want to get into e-commerce or general commerce, one of the most important things you should understand is buying theory or consumer behavior in general.

Understanding purchasing behavior is essential for companies seeking to sell their products and services. Companies can design effective marketing strategies that attract consumers and motivate them to buy. This is done by understanding the needs and desires of consumers, and the factors influencing their behavior.

It is important to understand the various factors that influence buying behavior in order to develop effective ways of marketing and selling. But we must keep in mind that buying behavior is complex and is influenced by many different factors.

Why do people buy?

In simple terms, people buy for three main reasons:

1. Meet basic needs:

People buy food, shelter, clothing, and other basic necessities to live and survive. This impulse to buy is instinctive and innate.

2. Fulfillment of desires:

People also buy things to meet their desires and aspirations, such as electronics, trendy clothes, travel tickets and entertainment. These purchases improve their quality of life and make them feel happy and satisfied.

3. Showing Identity:

Purchases can be a way of self-expression and manifestation of social identity. People buy certain products that show their belonging to specific groups or cultures, or reflect their values and principles.

Other factors that influence buying behavior:

Psychological factors: such as motivation, emotions, personality, self-image.

Social factors: such as the influence of family, friends, culture and society.

Economic factors: such as income, prices, budget.

Marketing factors: such as advertising, promotions, packaging.

Simplifying the theory of purchase

There are many theories that attempt to explain buying behavior, but the theory of "consumer behavior" is one of the most famous. This theory assumes that consumers make purchasing decisions based on their assessment of the following factors:

Expected benefit: What benefit will the consumer get from buying the product?

Expected cost: What price will a consumer have to pay for the product?

Expected risks: What are the risks that the consumer may be exposed to when buying the product?

Detailing purchase motivations for professionals

Now that we have simplified understanding of the general levers, it is possible to elaborate a little on the reasons for buying, in general, people buy for different reasons, but we can basically categorize them into two main categories:

1. Rational motives:

Basic need: People buy to meet their basic needs of food, shelter, clothing, and medicine.

Value for money: People are looking for the best value for their money, i.e. buying a product that meets their needs at the best possible price.

Quality: People are looking for quality products that last longer and work better.

Features: People are looking for products with features that meet their specific needs and desires.

Branding: Some people tend to buy products from specific brands they trust or associate with.

2. Emotional motives:

Social status: Some people buy luxury or well-known brand products to show their social status or wealth.

Belonging: Some people buy products associated with certain groups or cultures they feel belong to.

Identity: Some people buy products that reflect their personal identity or lifestyle.

Self-expression: Some people buy products as a way to express themselves and their creativity.

Fun: Some people buy products just for fun or entertainment.

Purchase theory and consumer behavior

It is also important to be aware of specific stages that the client has in general. Purchasing theory provides a model for explaining consumer behavior when making purchasing decisions. The theory includes five stages:

Awareness or recognition of the problem: The consumer is aware of a need or desire.

Search for information: The consumer searches for information about the available products that meet their needs.

Evaluation of alternatives: The consumer evaluates the advantages and disadvantages of each available product.

Purchase Decision Making: The consumer chooses the product they think best meets their needs.

Post-purchase behavior/evaluation: The consumer assesses his satisfaction with the purchase decision and decides whether to buy the product again in the future.

It is important to know that not all of these stages apply to the purchase process, but they can be applied more to higher-priced goods, as well as durable goods in particular.

Purchase driven by basic need is a process that is often driven only by need, as we mentioned its elements before.