Task 6 – Activity:
任务 6 - 活动:
Customers’ Motivations to Buy
顾客购买的动机
Step 1: Product Overview & Target Market
步骤 1:产品 概述 & 目标市场
Your Product (or Service):
您的产品(或服务):
Describe your product or service briefly.
简要描述您的产品或服务。
What specific problem does your product address?
您的产品解决了什么具体问题?
Why is this problem important to solve?
为什么解决这个问题很重要?
Your Main Target Market:
您的主要目标市场:
Geographic: Location
地理: 位置
Demographics: Age, income, gender, etc.
人口统计:年龄、收入、性别等。
Psychographics: Interests, values, attitudes, etc.
心理图谱: 兴趣、价值观、态度,等等。
Step 2: Motivations to Buy
步骤 2:购买动机
Target Market’s Motivations:
目标市场的动机:
Identify at least two types of motivations (rational, emotional, functional, etc.).
识别至少两种动机(理性、情感、功能等)。
Motivation Type | Example from Your Product | Explanation |
Functional | Eco-friendly material in packaging | Reduces waste, appealing to customers who prioritize sustainability. |
Emotional | Traditional design style | Evokes nostalgia, reminding customers of simpler or cherished times. |
Social | Popular with eco-conscious communities | Helps customers feel part of a larger movement or trend. |
Rational | Affordable price compared to competitors | Provides logical value, making the product a sensible purchase. |
Status | Premium branding and sleek design | Elevates the customer's status by associating them with a luxury brand. |