Values and purchase decision...

“If we believe our overall values drive our behaviour, then we should be concentrating on the important, underlying motives that drive consumers to make product or service choices rather than simply product attributes” (Ries & Trout 1982)

In terms of marketing, values impact greatly on the purchase decision of more highly involved products such as a car or new mobile phone (relative to age and egocentricity). An interesting concept to consider is if we always act upon our values when making a purchase decision. Kahle (1983) created a list of values including; sense of fulfillment, security and self respect. A value particularly important to me is a sense of accomplishment, this can be reflected through my purchase decision, as i often seek the best offer to feel that my money has gone to a suitable place.





Significant events that have taken in a person's life can also affect their values; for example the 9/11 attacks or the death of Princess Diana. However, significant personal life events can also affect a person's values; for example, if they had been involved in a severe car crash- on buying a car they would be looking for a safe vehicle rather than one that fulfilled their ego.







There are a few scientific tests such as the VALS test which is used as a marketing and consulting tool that helps businesses develop better strategies. On taking this test i came out as the ''Achiever'' being my dominant approach to life which is supported by ''Experiencer'' being the emphasis to my dominant approach. According to the VALS webpage (2009), an achiever ''favors established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices". Therefore, i am more likely to purchase something with a reputable brand which gives the impression of success to others. If i was not a student this would probably be true, but at the moment due to available finance i am more likely to stick to high street brands such as Primark and New Look.



Another motivation involved in purchase decision is that consumers have certain terminal values (such as self-fulfillment) which are achieved through a series of decisions made from weighing up the alternatives. Laddering techniques means that there can be a link found between product functionality and desired end states (often a value). For example, i bought a new phone, because i needed one, because it was getting old and looked old, it was an old model so was no longer cool, so i wanted to look better infront of my peers by having a new and reputable phone. With this is mind, in terms of marketing strategy, if a company produced a phone which was packaged beautifully and advertised as the ''next best thing'' i would be more likely to buy it as it would appeal to my ego, as my terminal value (looking ''cool'') would be seen to be fulfilled.