Why Do Customers Buy Products

Why Do Customers Buy Products? 7 Basic Reasons

Why do customers buy products? As a brand, this is one of the most fundamental questions you ask. Innovation and quality are nice, but they don’t matter if customers don’t care about your items.

It would be ideal if you took the time to learn about the factors that drive your consumers’ behavior.

It is critical to have a deep understanding of your consumers in order to develop high-quality products and advertise them successfully. Our grasp of what influences people’s decisions to purchase or not to purchase our products needs to be extensive.

With that in mind, how do your products help improve someone’s life? 

This question sounds so lofty and magnanimous. But the truth is purchases do provide changes, and hands down, we want that change to be positive.

Another way of studying this puzzle is how your product diminishes pain or enhances pleasure.

Thinking about why customers buy products based on helping alleviate pain or increase happiness is the foundation of many other drivers. Buyers are triggered mainly by seven underlying factors when purchasing a new product.

Our motives include both necessity and convenience along with security, FOMO, identity and belonging, price, peer recommendations, obligation, fear, price, and happiness.

The reality is that each of these factors can fit into the pleasure or discomfort camps. Products either produce happiness or address our pain. Because of this, it is easier to understand why people buy products.

This article will talk about the various reasons people buy stuff and end with a real example of how one ecommerce startup enlisted the help of some clever influencers.

Top Reasons Why Customers Buy Products

Why do customers buy particular things has never been more vital to business success.

According to Salesforce,

🗨️ 76% of consumers expect companies to understand their needs and expectations.

The following are the seven personal and sometimes subconscious motivations for making a purchase. We explore why do customers buy products, as well as the underlying reasons for doing so.

1️⃣ People Buy Products Out of Necessity

The most fundamental reason we buy things is because we need them. Arguably this is the most obvious rationale for making a purchasing decision. We buy items needed for daily living, like food, clothing, and shelter-related products.

Let’s go back to that psychology class for a second. Remember Abraham Maslow and his hierarchy of needs?

The hierarchy of needs established by Abraham Maslow describes human motivation. His theory states that people must first satisfy their fundamental needs to advance higher in the social, emotional, and self-actualization needs hierarchy.

Customers buy products based on Maslow's Hierarchy of Needs
Maslow’s Hierarchy of Needs

How many times do students say, “Why do I need to learn this? Am I ever going to use it in real life?”

Well, in this case, the response is — absolutely!  This section in your science or psychology class is extremely useful. In fact, we would explanation that you need to learn it “because it will help you every day of your professional life!”

Asking what needs someone has can make every encounter with a prospect, a customer, a patient, a partnership, or anybody else far more relevant and productive. Because Maslow’s needs hierarchy truly makes it easier to answer the question: why do customers buy products?

Needs…the Heavy Hitters of Motivation

Ever wonder where your products hang out on that famous needs pyramid? Are they chilling at the bottom with the essentials like food and a roof over your head, or are they living it up in the swanky status and freedom levels?

Typically, necessities fit in the lower need levels. We all need the basics – water, food, somewhere to crash, and clothes on our back. But let’s be honest, we’re a bit more complicated than that. People find ways to turn all sorts of things into must-haves.

Start by figuring out the fundamental needs of your target audience. Next, determine how your product or service may meet those needs. How does it fit into their day-to-day? Or take a look at what’s bugging them. Got a fix for their headaches? That’s your golden ticket.

Trust me, every product or service you’re selling is answering some SOS call from your target customers.

Benefits of Understanding Needs

Asking about needs or annoyances isn’t just small talk – it turns every chat with a potential buyer into something much more meaningful and relevant.

The better you match what you’re selling with what people are craving or trying to fix, the more you’ll hit the bullseye with the right folks.

Many other elements of the business, from marketing to customer service, becomes much more smooth when you know where your stuff fits in their world.

When you pinpoint the match between what you’re selling and what your audience needs, you’re not just selling – you’re solving. And this is where the magic happens.

2️⃣ Convenience 

An undeniable driving force behind customer purchases is the quest for convenience. Anything to decrease hassles and simplify day-to-day life!

Many of us are suckers for products that promise to make life a bit easier. Quicker, simpler, or cheaper – that’s the magic trio. Sure, a kitchen gadget that slashes cooking time or an app that smooths out our day can be a game-changer.

But here’s the kicker: sometimes, we’re even okay with paying a bit more for that extra convenience. It’s like, “Take my money if it means I can save some time or headaches!” 😆 It’s the world we live in – where a few saved minutes feel like striking gold.

Businesses get this. They’re out there turning the everyday ho-hum into something awesome, fitting right into our ‘I want it easy’ lifestyle. And honestly, who doesn’t love that?

3️⃣ Security and Protection

Customers purchase products to protect themselves and to provide security.

A lot of it’s about playing it safe. You know, that whole ‘better safe than sorry’ vibe. It’s like Maslow was onto something with his safety needs on that famous needs pyramid.

Take insurance, for instance. Health, car, home, life, even for our pets – we’ve got it all covered. Why? Because it’s all about that peace of mind. We’re cushioning ourselves from life’s ‘oops’ moments. It’s like building a safety net with our wallets.

These buys are our shields against the what-ifs of life. We’re dodging future headaches and keeping our stuff (and ourselves) out of harm’s way. It’s our way of saying, “Hey uncertainty, check this out, I’m ready for you!” 🛡️

So, next time you’re signing up for that extra insurance or buying something for safety, remember, it’s not just a purchase – it’s your personal fortress in this wild, unpredictable world.

4️⃣ FOMO (Fear Of Missing Out)

Ever feel like you just HAVE to have the latest thing because TikTok Made Me Buy It? Welcome to the club of FOMO – Fear of Missing Out. And it’s as real as your last TikTok scroll. That feeling of being left out when everyone’s raving about something new? Yeah, not the best.

So many of us shop just to keep up with the Kardashians. It’s all about grabbing those shiny new things that everyone else seems to be enjoying. Skip out, and you’re left in the dust – and who wants that? FOMO’s got a sneaky way of pushing us to hit that ‘buy’ button.

And it’s not just about impulse buys. Most everyone feels the pull to stay on trend in some area. When a new craze hits, we’re all over it, buying stuff just to feel part of the gang. Showing off our latest haul keeps the FOMO wheel spinning.



Brands, take note: if you’re targeting those born between 1981 and 1996, you’re in FOMO territory. Millennials? They’re practically the poster kids for FOMO. It’s a big deal for 69% of them. When FOMO strikes, they’re quick to act. In fact, when millennials are hit with a case of FOMO, they react quickly.

🗨️ Within 24 hours, 60% of millennials make a purchase to soothe their burden of missing out.

So there you have it. FOMO isn’t just an acronym. The emotional experience is a powerful driver, especially in the millennial market. Keep it in mind next time you wonder why that latest trend just flew off the shelves.

5️⃣ Identity and Belonging

Recent studies show something curious. Often, people buy stuff to patch up the parts of their identity they’re not too thrilled about. We conceal our weaknesses and compensate for them with spending and stuff. As consumers work to better themselves, think about how your product and brand mission can serve them. Consider how your product isn’t just a thing – it’s a self-improvement tool.

On the other hand, And then there’s the crew who buy to belong. You know, to distinguish them as brand community members – be it fashionistas, tech geeks, or fitness buffs. There’s a whole world of stuff out there that screams, “Hey, I’m one of you!” It’s all about buying your way into a brand community, like picking the right jersey for your team.

When marketing and selling, remember it’s not just about what it does – it’s about what it says about the person who’s got it. Are they fixing a flaw, or flaunting their community?

A variety of items support individuality on an emotional and social level. When brands utilize influencer marketing and ambassador marketing, they focus on the identity purchase motivator. These are advocates who have a well-established reputation. Influencers and ambassadors promote a company and its goods authentically while they identify themselves through endorsement and join their identities.

The bottom line is: when people are shopping, they’re not just picking up a product; they’re picking up a piece of their identity puzzle. Keep that in mind, and your product could be the next piece they’re looking for.

download the free brand ambassador guide

6️⃣ Getting A Good Deal or Price

While many experts suggest that price isn’t a primary factor driving customer purchases, I beg to differ. In my experience, the allure of a discount is often irresistible.

Take, for instance, my collection of pumpkin carving kits, bought at a staggering 90% off. Do I need them? Probably not. But the thrill of such a bargain is undeniable – I mean, who can resist a deal like that? 🤣

This mindset is the cornerstone of phenomena like Black Friday and Cyber Monday. The promise of snagging AirPods or Legos at their lowest annual prices has us setting alarms for the crack of dawn, all in the name of a good deal.

Moreover, retailers like Costco and Sam’s Club have built empires on the premise of lower prices for bulk buying. We often find ourselves buying in larger quantities simply because it’s more cost-effective. The actual savings are debatable.

Indeed, sometimes the most significant feature of a product can be the discount itself. I, for one, love to brag about the great deal I managed to find.

Exclusive Discounts

The need is a sub-category of price. Employing the strategy of using influencers and ambassadors aligns well with getting a good deal. One of the customary perks for being a brand ambassador is product discounts.

Discounts are ideal for anyone passionate about a brand. In virtually all cases, companies give special discounts to their influencers and brand ambassadors. However, the size of the discount varies from company to company.

example of an insiders sale

Ambassadors receive unique discount coupons to share with their networks in addition to personal benefits. A few other purchasing drivers come into play with sharable discount codes and links.

When you receive the exclusive discount from a colleague, friend, or influencer, you feel a sense of belonging. Using the discount develops your identity and builds social currency.

7️⃣ We Buy Things to Make Us Happy

Let’s be real: we love buying stuff that makes us happy. It’s like a happiness hunt, and oh boy, does it motivate us. Many of the products we buy give us pleasure. Actually, obtaining joy might be a super motivator.

It’s hard to list the examples of products that generate satisfaction and happiness. Think movies for those cozy nights, dining out for the foodies, the latest smartphone for tech junkies, a shiny new car, stylish furniture… The list is endless! Comfy shoes, fancy water bottles, that plush new mattress you’ve been dreaming about, gym gear that makes you feel like a fitness model, or even that adorable toy for your pet.

Brands that get this, that understand we’re all chasing a little bit of joy in our shopping carts, they’re the ones we keep going back to. Because, at the end of the day, we’re all just looking for that little bit of happy in our purchases.

Final Thoughts on Why Do Customers Buy Products?

Understanding why customers buy your products is crucial for shaping product development and marketing strategies. It’s essential to identify the needs your product fulfills and the motivations that drive people to make a purchase. For instance, your product might provide comfort during hot summers or contribute to a sense of belonging for teenagers.

Would someone purchase your items because they require them to live?

Is it making your life easier? 

Do we get better sleep at night knowing that we are secure and shielded from harm? 

Does the product have a certain cachet, and we can’t bear the thought of losing out on it? 

Will a customer feel like they belong after purchasing from your company? 

Is the pricing too good to pass up? 

And most importantly, will people be happier?

Regardless of which reason your products fill, brand ambassador programs help enlist real people who know why they bought from your company. They quickly and authentically share the reasons with their network of friends and followers.

As a brand, you can look to ambassadors to expand your reach and truly connect your offerings to needs.

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