Skip to content
 

Consumer Motives and Perceived Value – Part 3 of 5

Value Creation

(Editor’s Note: This snippet of content was pulled from our FREE 50 page business eGuide: How to Properly Vet a Value Proposition.  Watch the video promo for it, and then download the pdf version by clicking on the title.  Share the guide with colleagues, friends and others.)

Part 1

Part 2

Primary and Secondary Motives

The satisfaction of motives, not just needs, is a critical consideration in a competitive climate.

Motives are auxiliary to the basic needs of the consumer.  Catering to them can elevate the perceived value of satisfying a need.  For example, someone may have a need for transportation, but the motives that coincide with satisfying this need will also influence whether a plane, train, bus, boat or car offer the better solution (remember substitute products/services from earlier?).  If the motive is to travel across the country as quickly as possible, then perhaps a plane is the best choice.  If the preference is to do it as economically as possible, perhaps another choice will better suit the purpose.

Even if customers aren’t completely aware of it, they often have a tendency to think in terms of primary and secondary motives.  They almost always will insist on having their primary motives satisfied.  Secondary motives get treated differently – they’re more like desires, preferences, indulgences, impulse, or even wishful or wistful thinking.

Customers may be willing to forgo one or more secondary motives, but they’ll probably do some comparison shopping before they commit to making concessions.  This is where the notion of added-value might be used to fine-tune the levers of the value formula.  As long as the perceived benefits continue to outweigh the cost, it stands a good chance of putting the product/service in a more favorable light.

At the same time, it’s important to be wary of clouding the value of the value proposition by making it too complex, cluttered or confusing with added-value.  Too many choices, or trying too hard, can do more harm than good.  Think of each separate added-value item as resting somewhere on a continuum between significant and nominal.  Draw a boundary for discarding options that clearly fail to provide enough oomph to make it worthwhile.  Then see if you can pare down the list even more.  What remains should basically be “a no-brainer” for the customer.  Where possible, include the alternative to opt out from an added-value offer, particularly if it affects the cost to the customer.

Striving to leverage this deeper form of value creation largely depends on getting to know the target audience as well as possible.  Actively attempting to acquire a greater understanding of their personal characteristics, attitudes, motives, preferences, lifestyles, behaviors and needs — regardless of whether it’s done face-to-face or online — is highly recommended.  These insights can provide key clues for effectively honing the value proposition to make it truly resonate with them – in both a material form and the marketing communications.

For example, a financially able customer that readily embraces the psychological and social attributes of prestige — enough to make them a primary motive — is apt to purchase a luxury item no matter the price.  
But if a customer holds functionality as the primary motive, with prestige as secondary, then a perceived cost margin difference comes into play.  As soon as the cost exceeds the benefits, the customer is likely to turn to an alternative solution.

Let’s try another example, only this time let’s temporarily put aside the role of price by using a comparably priced product like a mid-sized car.  In this instance, the social, functional and psychological motives may be weighted differently depending on what the customer values.  A younger customer may want a car that will be seen as more attractive or sporty, or perhaps make her feel more attractive or sporty.  A family-oriented customer, on the other hand, might concentrate on choosing a car with a better record for safety, durability or reliability.

Let’s briefly look at one more example involving the world hotels industry – specifically, their solution to a recently identified opportunity for single women guests.

With their growing independence, women now travel alone more often than in the past for both business (43% of business travelers are women) and pleasure.  Though security has always been a concern among those who travel by themselves, the industry hadn’t until recently picked up on it as a means for differentiating their product with added value.  Speculation might suggest this was due in part to this group’s relatively small presence in prior years. 

But as this pool of potential customers expanded into the size of a legitimate market segment, the most adept of the luxury hotels came to appreciate that feeling safe and secure was among their primary motives when shopping for a place to stay.  In response, they adopted state of the art security systems for the safety of these women guests.  Their security measures include:

  • Women only floors
  • Programmed key cards
  • Screens showing who is outside the room
  • Panic buttons at different points in the room
  • Hotel Taxis to commute

[Source: “World Hotels Customer Retention Strategies,” http://allwondersworldhotels.blogspot.com/2008/06/world-hotels-customer-retention.html]

As you can see from these examples, the satisfaction of motives, not just needs, is often at the heart of delivering real perceived value.  Insofar as these kinds of perceptual differences occur with all sorts of products and services, it follows that no single offering can be expected to be everything to everyone.  This goes a long way toward explaining the advent of product lines, product mixes and market segmentation techniques as a means for serving dissimilar motives and needs.  

For more content, download our FREE eGuide from above.  You can also view the Stylized PPT Video promo on YouTube.

You can also leave comments, questions and critiques — or even start a dialogue – on the original download page for the Guide.

Twitter: http://twitter.com/KenRudich
LinkedIn: LinkedIn: http://www.linkedin.com/in/KenRudich
Email: ken@marketing-strategy-management.com

18 Comments

  1. http://ranking-gier.top says:

    This is very interesting, You’re a very skilled blogger. I’ve joined your feed and look forward to seeking more of your great post. Also, I’ve shared your site in my social networks!

  2. Hey there, You have done an excellent job. I will definitely digg it and personally recommend to my friends. I am sure they’ll be benefited from this web site.

  3. http://pl.doctorjekyll.info/ says:

    I would like to express my admiration for your generosity in support of visitors who absolutely need help with this important field. Your real commitment to passing the solution throughout appeared to be really informative and have specifically encouraged most people like me to reach their objectives. Your insightful tips and hints indicates so much to me and additionally to my colleagues. With thanks; from each one of us.

  4. http://proteinecapsule.ovh says:

    Hey There. I found your weblog the use of msn. That is a very well written article. I will be sure to bookmark it and return to read extra of your useful information. Thanks for the post. I will certainly return.

  5. Wholesale Black Red Mens Trianers says:

    not that much of a online reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your site to come back down the road. All the best

  6. Grande qualità a buon mercato Nike Blu Nero says:

    Hi there! I know this is kinda off topic nevertheless I’d figured I’d ask. Would you be interested in trading links or maybe guest writing a blog article or vice-versa? My site goes over a lot of the same subjects as yours and I feel we could greatly benefit from each other. If you happen to be interested feel free to send me an email. I look forward to hearing from you! Terrific blog by the way!

  7. Hohe qalität Nike says:

    Please let me know if you’re looking for a article writer for your blog. You have some really good posts and I think I would be a good asset. If you ever want to take some of the load off, I’d really like to write some material for your blog in exchange for a link back to mine. Please shoot me an e-mail if interested. Cheers!

  8. k?pa nike 2014 says:

    I do like the manner in which you have framed this particular problem and it really does offer us a lot of fodder for thought. However, through just what I have personally seen, I really hope as the opinions stack on that people today keep on issue and not start on a tirade of some other news du jour. Still, thank you for this outstanding piece and though I can not necessarily go along with the idea in totality, I respect your standpoint.

  9. real michael kors for cheap says:

    I just added this blog to my rss reader, excellent stuff. Can not get enough!
    real michael kors for cheap http://www.valegame.co.uk/buy.asp?url=real-michael-kors-for-cheap-b-3377.html

  10. No Tax Of Air Max 90 Hyperfuse White Mens Running In Good Price For Shopping King. says:

    Greetings! This is my first comment here so I just wanted to give a quick shout out and say I genuinely enjoy reading through your blog posts. Can you recommend any other blogs/websites/forums that go over the same topics? Thank you!

  11. nike shox nz authentic feet says:

    Hi! Someone in my Facebook group shared this website with us so I came to give it a look. I’m definitely loving the information. I’m book-marking and will be tweeting this to my followers! Outstanding blog and superb design.

  12. コーチ かごバッグ says:

    Fantastic goods from you, man. Ive study your stuff ahead of and youre just as well amazing. You make it entertaining and you even now manage to help keep it wise.

  13. air max 90 ice wolf grey says:

    Thanks for one’s marvelous posting! I definitely enjoyed reading it, you are a great author.I will make certain to bookmark your blog and will eventually come back very soon. I want to encourage you continue your great work, have a nice morning!
    air max 90 ice wolf grey http://www.simonsindustrial.com/?keyword=air-max-90-ice-wolf-grey&id=69

  14. I really appreciate this post. I have been looking all over for this! Thank goodness I found it on Bing. You’ve made my day! Thx again

  15. burberry bags says:

    Eѵeryone loves ѡhat ƴoս guys are սp too.

    This type οf clever աork annd coverage! Keep սp thе superb ԝorks guys I’ve incorporated
    yoս guys tօ mʏ personal blogroll.

    Feel free tο visit mƴ web ρage burberry bags

  16. http://meble-kuchenne-warszawa.com.pl/ says:

    Hi my friend! I wish to say that this article is awesome, great written and come with approximately all vital infos. I would like to see extra posts like this.

  17. michael kors outlets says:

    good share.

  18. Hotel Channel Management says:

    Great issues altogether, you simply won a new reader. What may you recommend in regards to your submit that you simply made a few days ago? Any positive?

Leave a Reply