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11 Underlying Buyer Motives That Drive Purchase

Brand Development

If you could only tell what your target audience’s exact motivations are for buying your products or services, you would have no problem creating an effective sales strategy that will get them to convert.  

For sure, you would never lose out on a deal!

But even though you cannot read your potential customers’ minds, there are still ways to understand your buyer’s motivations.  

In this article, the experts at our digital marketing agency in Nashville will share the most common underlying buying motives that drive most purchases so you have an idea of what your target audience might be after.  

What is Buyer Motivation?

Buyer motivation is a set of factors that influence a consumer’s buying decisions. These can be feelings, thoughts, instincts, or logic that determines whether a customer makes a purchase or not.  

To understand your target customers' underlying buyer motives, the first thing you need to do is identify which stage of the buyer's journey they're at.

There are three main stages in the buyer’s journey:

  • Awareness: This is the stage where a customer becomes aware of a need or problem.
  • Consideration: This is where a buyer gathers information about the different ways to solve their problem.  
  • Decision: This is where a customer’s underlying motivation pushes them to make a purchase decision to solve their needs.

By understanding your potential customer's needs at each stage of their journey, you can move them faster down the sales funnel and customize their experience in a way that resonates with them.  

Why is it Important to Understand Customer Buying Motivation?

Understanding what drives a customer to buy has always been a big challenge for businesses across all industries, even in our digital marketing agency in Nashville.  

But it’s a challenge worth taking because when you know your customers’ buying motivations. It can make all the difference to your bottom line in the following ways:

  • Allows you to target people in the right way by delivering a value proposition they can’t resist. This strengthens your brand and helps you stand out.
  • When your customers feel that you understand them on a deeper level and keep their motivations satisfied, they’re more likely to remain loyal.  
  • If you present your prospects with the right offers at the right stage of their journey, you can expect better conversion rates.
  • When you know what your customers want, you can provide them with superb customer service.  

The 6Cs of Customer Motivation

Family is on a shopping spree.

People don't just buy a product from a particular business because they need it. Modern consumers choose to buy from a specific brand because it provides them with value and a great experience.  

Therefore, you should focus on delighting your customers every step of the way to motivate them to take action. This is the only way to drive sales.  

So, how exactly can you delight your target customers and satisfy their buying motivation?


When you present content in a way that addresses your customers’ needs, it can work as a motivator. Provide your target audience with the information they’re looking for and help them understand how your products or services solve their problems in the best way possible.  


Give your customers the ability to personalize your products and services to suit their specific needs. This is a great customer motivator and can boost your sales!  


Consumers like it when you give them a sense of control over their experience with you. Make sure you give them choices at every stage of the journey, whether related to payment methods, shipping, or product customization. These could work as a buying motivation.  


83% of consumers said that convenience while shopping, whether it's in-store or online, is more important now than five years ago.  

Survey also shows that nine out of ten shoppers are likely to choose a retailer based on convenience. 97% of respondents in that survey also said that inconvenience made them back out of a purchase.  

These stats prove that when you make it incredibly convenient for them to access and buy your products, it could work as a buying motivation for them.  


You don't want to price your offerings too low because this can make your products seem inferior to your competitors. However, you also shouldn't overprice your goods.  

This digital marketing agency in Nashville suggests that you offer pricing that’s competitive but reasonable. Make an argument for your value while providing customers with a reasonable enough deal to motivate a purchase.  


Another reason why a customer will buy from you is the community around your brand or product.  

When they can see that a lot of your customers genuinely support your business and believe in your products, they want to belong to this community and are more likely to buy.  

The Other 5 Underlying Buyer Motives

1. Customers Need Your Product

Digital marketing agency in Nashville uses needs as a motivation to get customer to buy.

Most of the time, people end up buying a product because they need it.  

As a business, you want to identify your ideal customers’ needs so you can market your product in a way that showcases the value of owning it.  

The goal is to convince customers that your product or services are the best fit solution to their problem.  

So, how do you create a need for your offerings? Here are some tips from our experts at the digital marketing agency in Nashville:

  • Feature the benefits of your products or services. Don’t focus on enumerating the number of features your product has. Instead, focus on how these features can make their lives easier or solve their problems.  
  • Do your research. Understand how dissatisfied your target customers are with the current products they're using or the level of urgency they have for your product. This way you can present your offerings at the right time.  

2. Customers Want to Stand Out from the Crowd

Your customers' desire to stand out from the crowd can be a very strong motivator for why they would choose you over your competitors.  

When developing your products or services, feed on their desire to be special and help them feel unique by offering premium, exclusive, or limited-edition product lines.  

Another effective way to make your customers feel special and drive them to make a purchase is personalization.  

Give your customers the ability to customize their items or the service they want to receive according to their preferences or needs.  

Make sure you create some difference for customers and give them the edge they crave!

3. Customers Want to Improve Themselves

The constant wish for self-improvement is another strong buyer motive.  

People are always on the lookout for products that will make their lives better.  

From getting a nose job to acquiring new skills and new experiences, consumers are ready to spend money on anything that guarantees some sort of improvement.  

Because of this, promote your offerings in a way that hints at how they make your potential customers' lives better.  

To tap into this customer motivation, meet your customers’ perception of “self-improvement”.  

4. Customers Want to Achieve a Goal

Everyone has a goal and wants to find ways to achieve these goals faster.  

Tap into people's desire to feel a sense of accomplishment, by providing them with a product or service that will help them meet a goal or feel like they achieved something in life.  

When developing your offerings, the leading digital marketing agency in Nashville recommends that you keep in mind people’s desire to progress to the next level or cross a barrier.  

Goals are one of the most powerful buying motives of consumer behavior that drive purchases.  

So, how do you target customers aiming to achieve a goal?  

  • Highlight product feature or benefits that assures your customers of good results if they buy it.  
  • Present your products in a way that will give them the confidence to achieve their goals easily.  

5. Customers Want to Save Time and Money

Customer buys new clothes because they were on sale.

People want to buy products that will help them save time and money.  

They find it hard to resist products that provide visible benefits or value. Some examples are personal blenders, DIY wax kits, and mini bag sealers that keep snacks fresh.  

Develop your products in a way that helps consumers save money and time compared to what's available in the market.  

Your products don't need to be perfect, as long as it helps in saving time and money, they could influence your target audience's purchase decisions.

Looking for The Best Digital Marketing Agency in Nashville?

Figuring out your target customers’ underlying buyer motives is not an easy task but with the help of the leading digital marketing agency in Nashville, you can determine what your target customers want.  

As a result, crafting digital marketing strategies and messages that convert will be easier and guaranteed!

At Digital Resource, our award-winning team of marketers will work with you to create a custom marketing plan that will put your business ahead of your competitors and achieve business goals.  

Contact us today for a free consultation!  

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