Understanding Customer Motivations

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Understanding Customer Motivations

Gain an in depth understanding of customer psychology - analyse why customers come to a store, and why they buy what they buy.

About this course

Understanding customer behaviour is a key aspect in providing the perfect experience for potential or current customers. This course will benefit anyone who works in a customer encountering role, whereby important skills must be developed for ultimate success. The course unveils how to understand customer motivations through 4 modules, touching on customer psychology and the maintainence of customers. Once these course concepts are grasped, learners have a much better understanding of why customers behave like they do.

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What you will learn

  • Understand customer psychology
  • Human motivators - How do customers differ?
  • Buying Motivations - Why do customers come to your store?
  • How do you keep your customers?

Course Content

Understand customer psychology

Learn the basics of customer psychology - why do we buy what we buy? Learn about yourself as a customer.
Lesson Excerpts

Meet Jake. He works 9 to 5 at an advertising agency, and he enjoys photography. He's also vegan.

Understand customer psychology

He likes cats. Well, I mean, he loves cats.

Understand customer psychology

This is his cat, Pamela. They've been together now for 5 years, she appears frequently on his Instagram account.

Understand customer psychology

Jake goes to the gym five days a week. He likes wearing sleeveless tops – to show off his muscles. He also frequently checks out his hard earned physique in front of mirrors and the reflection on windows.

Understand customer psychology

Jake often gets alot of comments on his intragram account on his outdoor hiking photos and his selfies with his cat.

Understand customer psychology

What do you think Jake will get? Shaken Sweet Tea Lemonade is correct. He likes to drink something refreshing after sweating it out in the gym. He worries a bit about the sugar, but he is more worried with his cat not adjusting well to his vegan lifestyle.

Understand customer psychology

What do you think Jake will get? Shaken Sweet Tea Lemonade is correct. He likes to drink something refreshing after sweating it out in the gym. He worries a bit about the sugar, but he is more worried with his cat not adjusting well to his vegan lifestyle.

Understand customer psychology

What do you think Jake will get? Shaken Sweet Tea Lemonade is correct. He likes to drink something refreshing after sweating it out in the gym. He worries a bit about the sugar, but he is more worried with his cat not adjusting well to his vegan lifestyle.

Understand customer psychology

Jake was not just buying a low calorie, vegan drink. He was also buying a sense of validation, confidence, and identity.

Understand customer psychology

You have just identified the factors affecting customer psychology and deduced why we buy what we buy. Think about these when the next customer drops by.

Understand customer psychology

Why do customers come to your store?

Describe the conscious and subconscious factors that draw customers into your store.
Lesson Excerpts

This is Our Shop. It's a popular bakery. It is frequented by best friends Jane, Christy, and Sally. The logo is a smug cookie.

Why do customers come to your store?

Jane likes this place because it is the closest one to her workplace. She is diabetic and loves that they sell sugar free cookies. She can have her cookies and eat them too!

Why do customers come to your store?

Sally loves the choc-chip cookies that taste exactly like her late grandmother's homemade cookies. Whenever she sees that smug cookie logo in ads, she gets excited for afternoon meet-ups with Jane and Christy.

Why do customers come to your store?

Christy goes to Our Shop because Sally and Jane love the place. She wouldn't miss their routine afternoon snacks. Their chocolate cake is the best!

Why do customers come to your store?

Same product, different reasons Customers buy the same product for different reasons. Some people may buy earphones to listen to their favorite music without being disturbed by others. Japanese may buy earphones to listen to their favorite music without disturbing others. Why do we buy what we buy? Sometimes, customers do not even know the real reasons they buy. Some reasons are rational. Some are emotional. But, emotion precedes conscious feelings and works in tandem with rational thinking to help us make better decisions. 80% of decisions are emotional. There's an emotional connection through the packaging, advertising, and through your memory that you make.

How do customers differ?

Describe the concept of customer profiles and how to recognize these.
Lesson Excerpts

Suzy has been the cashier at Fresh Grocers for six months now. She knows almost every regular shopper and she makes it a point to know their names. She's the most welcoming cashier in the city.

How do customers differ?

Her boss trusts her so much that her input is asked to identify customer trends in the store. She was confused at first, but then she started writing down her observations.

How do customers differ?

She knows that her frequent customers are young professionals. The area is surrounded by chic coffee shops and cool co-working spaces. Surely, she thinks, there should be a better way to format her report. Why did Suzy's boss ask her for this data?

How do customers differ?

Marketers need to understand their customers' buying processes, whether online, offline or a mixture of both.

How do customers differ?

Who is the customer?

How do customers differ?

Many organizations do not know who their customers are.

How do customers differ?

Companies spend a lot of time and effort constantly researching and analyzing exactly who their target market is.

How do customers differ?

Although there are factors that influence customer psychology, understanding each individual is not a good direction in determining a sales focus.

How do customers differ?

Individuals are not predictable - groups are.

How do customers differ?

Which of these are considered psychographic data?

Suzy can finally list down her ideas more effectively. Sure, this is only based on her observation. But, her report can be a good start in gathering data to develop strategies to increase revenue and customer loyalty.

How do customers differ?

How do you keep your customers?

Explore different marketing strategies, and identify techniques in customer retention.
Lesson Excerpts

Sandra is an accountant who enjoys yoga and fried chicken. On her day off from work, she decides to go and purchase a dress for a close friend's wedding.

How do you keep your customers?

This will be sixth wedding she'll be attended this year. She doesn't mind when asked to participate in games during the reception. She is happy and single at 36.

How do you keep your customers?

So, she changed from her pajamas to something more casual and headed to the mall.

How do you keep your customers?

She was drawn to this chic boutique. There are similar boutiques stretching down the whole street, but this one store seemed to be the most promising.

How do you keep your customers?

She only intended to buy one cocktail dress.

How do you keep your customers?

But, she ended up buying a full wardrobe: a clutch bag, a statement necklace and a pair of stilettos. She also got a makeup kit that was on sale. It also came with a bottle of her favorite perfume.

How do you keep your customers?

Too often we lose sight of the power of color and its ability to attract the eye. Remember: wherever the eyes go, the feet will follow. So use color to catch the eyes of your customers and draw them to your displays.

How do you keep your customers?

When it comes to figuring out how best to draw your customers into your shop and keep them in store, you need to consider making use of color block merchandising.

How do you keep your customers?

This merchandising technique involves the use of color to display your products and is usually done in a vertical manner. This can be done both in store and in your window displays.

How do you keep your customers?

Selecting the right color requires a psychological understanding of how each shade and hue affects your visual design. However, there is no ideal or universally accepted color scheme for a general audience. What is known based on studies is that color affects the decision-making processes of buyers.

How do you keep your customers?

Color is powerful because it can influence our buying mood. Choosing the right color in your design and advertising projects plays a very important role in the success of your visual campaigns.

How do you keep your customers?

Course Author

EdAppEdApp is an award winning, mobile first microlearning platform with integrated authoring and delivery. EdApp contributes training courses that have been created by the in house instructional design specialists.

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