What Makes People Consume?

We want to create the same feeling that people have when they buy new clothes when they donate to TRAID. We need to look at TRAID as the 'Topshop of charities' and create the feeling of wanting to donate again and again. We want to make people feel good when they donate, like they do when they buy a new item of clothing. Research below contributes to our findings of why people consume so much and how we can make people feel good about donating to TRAID.

According to Bryan Eisenberg's What Makes People Buy? article, there are 20 main reasons why we buy. Some of the key reasons relevant to TRAID are listed below: 

Prestige or Aspirational purchase – Something is purchased for an esteem-related reason or for personal enrichment.

Fad or Innovation – Everybody wants the latest and greatest. (iPhone mania.) This could also be when someone mimics their favorite celebrity.

Convenience – You need something now and will take the easiest or fastest path to get it. Think about the last time you were running out of gas, or were thirsty and found the nearest beverage of choice. This could also be choosing the safe vendor (no one ever gets fired for hiring IBM), purchasing something to increase comfort or efficiency.

Emotional Vacuum – Sometimes you just buy to try to replace things you cannot have and never will.

Lower prices – Something you identified earlier as a want is now a lower price than before. Maybe you were browsing for a particular large screen TV and you saw a great summer special.

Ego Stroking – Sometimes you make a purchase to impress/attract the opposite sex; to have something bigger/better than others, friends, etc. To look like an expert/aficionado; to meet a standard of social status, often exceeding what’s realistically affordable to make it at least seem like you operate at a higher level.

The “Girl Scout Cookie Effect” – People feel better about themselves by feeling as though they’re giving to others, almost especially when they’re promised something in return. Purchasing things they don’t need–or wouldn’t normally purchase–because it will help another person or make the world a better place incrementally is essential certain buying decision.

Indulgence – Who doesn’t deserve a bit of luxury now and then? So long as you can afford it, sometimes there’s no better justification for that hour-long massage, that pint of Cherry Garcia ice cream, or that $75 bottle of 18-year single malt scotch other than “you’re worth it” (best when said to self in front of mirror with a wink and/or head tilt).

http://www.bryaneisenberg.com/what-makes-people-buy-20-reasons-why/

Transactional & Relational Shoppers

1. Transactional shoppers are focused only on today's transaction and give little thought to the possibility of future purchases.
2. Their only fear is of paying more than they had to pay. Transactional shoppers are looking for price and value.
3. They enjoy the process of comparing and negotiating and will likely shop at several stores before making their decision to purchase.
4. Transactional shoppers do their own research so they won't need the help of an expert. Consumer Reports are published primarily for the transactional shopper.
5. Because they enjoy the process, transactional shoppers don't consider their time spent shopping to be part of the purchase price.
6. Anxious to share the "good deal" they've found, transactional shoppers are excellent sources of word-of-mouth advertising. 

1. Relational shoppers consider today's transaction to be one in a long series of many future purchases. They are looking less for a product than for a store in which to buy it.
2. Their only fear is of making a poor choice. Relational shoppers will purchase as soon as they have confidence. Will your store and your staff give them this confidence they seek?
3. They don't enjoy the process of shopping and negotiating.
4. Relational shoppers are looking principally for an expert they can trust.
5. They consider their time to be part of the purchase price.
6. Confident that they have found "the right place to buy," relational shoppers are very likely to become repeat customers.
   
   
   http://www.mondaymorningmemo.com/newsletters/read/1437