Consumer purchase decisions can be driven by the desire to meet an unmet wish or need. They may purchase products or services they believe will enhance their lives in some manner, such as by providing comfort, security, enjoyment, or convenience. Through this process of ‘problem solving’ individuals can utilise resources such as time and money to meet these wants and needs.
The process of purchasing something is also motivated by emotions; people may buy things based on how it makes them feel which can be influenced by factors such as friends’ recommendations or marketing campaigns. Discounts may also encourage people to buy something, even if it is not in their budget.
Consumer purchase decisions ultimately help us to fulfil our daily wants and needs to maintain a comfortable life. However, it is vital that individuals consider different factors before making a commitment to an purchase to ensure that they make sound financial choices.
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