Purchase driver
A purchase driver is a factor that encourages or holds back a consumer's decision to buy
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may be functional (price, features, availability), emotional (security, belonging, pleasure) or experiential (ease of purchase, service received, other people's recommendations). Factors that hold the decision back are often called barriers.
Identifying them, usually through qualitative and quantitative research, helps prioritise what to communicate and what to improve in the product or service. In insurance, for example, price may be a major driver, but trust in how claims are handled may weigh more in the final decision. In other contexts, “driver” also means a device driver in computing or a driver of change in foresight.
Also known as
Buying driver, Purchase motivator
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