Consumer Behavior: Art Buyer Motivations and Marketing Strategies

This report delves into the diverse world of art buyers, categorizing them into distinct types such as home collectors, trophy hunters, and those with an immediate need for art. It differentiates between the perceptions and motivations of home collectors, who seek art for aesthetic and cultural enrichment, and individuals with immediate needs, often driven by convenience. The report then applies McClelland's Theory of Motivation to explain the key needs of trophy hunters, who are motivated by achievement, affiliation, and power. Finally, it outlines effective marketing strategies for reaching people with an immediate need for art, including leveraging social media, art competitions, community engagement, and online sales to attract this consumer segment and drive revenue.

Different types of art buyers the varying
motivations that different consumers may
have

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Difference between the perceptions and motivations of “home collectors” and “people with
an immediate need for art”..........................................................................................................1
2. Explaining most important needs for the “trophy hunters” segment using motivation theory
.....................................................................................................................................................2
3. Marketing strategy for People with immediate need for the art..............................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Art is immoral and every individual have their own views related to art. The current study
also helps to highlight five different types of art buyers as well as their motivations such that
Home collector, Trophy hunter, Investor, Interior designers, people with an immediate need of
art. The current report present a difference between the perceptions and motivations of “home
collectors” and “people with an immediate need for art. Further, by using motivation theory,
report helps to describe needs of trophy hunter and lastly, describe different marketing strategy
for People with immediate need for the art.
1. Difference between the perceptions and motivations of “home collectors” and “people with an
immediate need for art”
The home collector have specific taste in art and they hardly have only some favourites
artist whose art they buy. It s so because they find something realistic which they want to display
in their homes so that people praise. That is why, home collectors generally want to visit in art
galleries and exhibitions so that they get a good chance to find a specific style of art and then
they buy as well. Moreover, home collector also thinks that buying an art offer a sense of
community as well as cultural superiority and in the same way, it also fill the spiritual void as
well (Hand and Riley, 2016). The home collector also show strong confidence and their point of
view is clear as compared to people with an immediate need for an art. Thus, their decision is
also straight and they only look those painting which reflect a sense of vision and motive which
is actually done by a successful artist only.
On the other side, people with an immediate need for art purchase from local areas
because the did not have enough knowledge about the arts and that Is why they purchase arts
which they like the most. They may purchase it from local area, fare only to satisfy their needs
without having any vision and use. People with immediate need only show their interest in fare
but actually deep insight they are not. Hence, these type of people are little confused related to
buying an art because of not having clear view related to art while art buyers have.
Motivation of home collector is such that they want their art work to be seen. Simply,
artist learn their name and they regularly sending them newsletter which makes a collectors to
come back to you and also purchase another one. This motivates the home collector to visit again
and again (Merugu and Vaddadi, 2017). Further, the artistic things also affect them emotionally
and this force them to buy the art for their home. Beside this, when home collectors visit to art
1

galleries, then they definitely admire the story behind an art, as a result, collectors build an
emotional connection to a piece after learning and this motivate them to buy it.
While on the other side, people with an immediate need for art have different motivation
factor such that they feel cultured and they love the idea of acquiring an art which leads to
become an art collector (5 different types of Art Buyers, 2018). Moreover, the finishing of an art
or its attractiveness only motivate them to purchase this, actually they did not have understand
the values that art embodies. That is why, they purchase the art only for their self- satisfaction
without having any specific motive, while others art buyers have. From the ArtChain Global, that
these people have low time and artist have to make sure that the sales process is as smooth and
they may buy the artwork to present a gift or for specific occasion only. That is why, their
motivation and perception is different from Home collector.
2. Explaining most important needs for the “trophy hunters” segment using motivation theory
McClelland Theory of Motivation is completely different form another theory because
it is based upon three human motivation factor such that the theory also claimed that human
change and also learn their motivator over the time is also consider another cause and that is
why it is also known as Learned needs theory (Rybnicek, Bergner and Gutschelhofer, 2019).
This theory mainly focus on satisfying the existing needs rather than creating need. These are as
mention below:
Achievement: This factor directly relates with a need to accomplish the aim with skills
and abilities, such that if a person needs for significant success, they must posses mastering of
skills with high standards. Therefore, this need is influenced by internal drivers for action which
is known as intrinsic motivation such that if an individual have low need for an achievement that
means they want to minimize risk of failure, that is why, they choose easy task. In the same way,
Trophy Hunter also have high need for achievement which means they have no interest in art
itself but know how to manage the or buy the painting. Moreover, the motivation theory also
state that high need for achievement may be praise for success, goal setting skills. Further this
type of people did not only rely on luck but they posses positive feeling which motivates them to
increase needs for achievement.
Affiliation: This motivation factor state that people need for love, belonging. Further
these people also have a strong need for friendship and also love to live with social group.
Therefore, during the stressful situation, a person needs more affiliation. Thus, in that time,
2

people come together and also find security that motivates them to live life happily. In the same
way, for a successful artist, they cannot come across Trophy hunter because they mainly
purchase the artistic work at the time of auction only. Therefore, this factor of motivation under
McClelland also states that there are many times when people want to be with others or
sometimes be alone (Aamir and Bhusry, 2015). Thus, at that time, affiliation motivation may be
decrease or raise. As many individuals do not like to take high risk and in the same way, Trophy
hunter are actually not interested in the art itself, but they also manage to buy paintings.
Power or authority: It state that to control over own work or others work as well. Thus,
it is another motivation factor which in also needed to increase personal status as well as prestige
so that they may easily influence others. Author also states that when a person have high need for
power then they are more productive because of having high affiliation. In this factor,
McClelland also states about the gender difference such that men with high need for power are
mostly higher aggression and also participate in sports while on the other side, women with high
need for power describe as more socially acceptable and caring (Asuquo and Igbongidi, 2015).
Therefore, in the context of Trophy Hunter, as they are not interested in the buying painting but
actually they are pursuit of procuring an art.
Furthermore, McClelland also argues that if person posses a strong nee for an
achievement then they become the best leaders. In the same way, artist have to understand the
buying behavior of Trophy Hunter and as a result, it will help to sell their painting in market.
While on the other side, there are many people whose tendency is to request people because
artist think that they are Trophy hunter are highly achievement focused and also result driven as
they did not have to do with art but they are pursuit to procuring an art (Gudonavičienė and
Alijošienė, 2015).
Therefore, from this motivation theory it is analyzed that there are three main factor
which affect Trophy Hunter and these three factor are consider as their need. As per the article it
is examine that they are not interested in the art but they are actually takes any action in order to
acquire that art. That is why, a successful artist did not force trophy hunter to purchase the
painting as they mainly purchase at auction time only. Therefore, through this, it is reflected that
if the person have high need to acquire the same and they are liable to face high risk as well.
Such that they feel so excited when they get something after such a struggle and that is what
exactly Trophy Hunter do. Through McClellend Motivation theory, it is clearly stated that if the
3

person have a tendency to buy anything then they may attain the task by putting their extra
efforts as well as use their own abilities and skills as well.
3. Marketing strategy for People with immediate need for the art
The people with immediate need for art are those people who did not have enough time in
order to spend on purchasing art work. Therefore, at that time, artist have to develop different
marketing strategies that help to attract wide range of public towards it and these are as mention
below:
 Start promoting the art with strong internet presence: It is consider one of the best
marketing strategy through which an artist may attract wide range of people who need an
urgent artwork. Such that social media is consider one of the best and effective tool
which attract new fans and they may also be in touch with old ones. For example, artist
may promote their shops or art through Facebook, Instagram which may generate interest
in the work (Different marketing Strategy to promote art, 2018). Moreover, during a
season time, an artist may also post on social media about new artwork which is further
offered at discounted rate so that it may helps to attract wide range of customers.
 Art Competition may also promote the work: It is consider another best promotion
strategy fro the emerging artist. Even this method is also consider the best way that helps
to start the career for new ones as well, where they also show their talents. In this
promotional strategy, art competition also enables to display the work among peers. This
method is consider one of the cot effective method in which artist also gain valuable
experience as well as generate more sources of revenue (Pappas, 2016). Similarly, this
event also take the artist up to national and international level because of showing best
and talented artwork within a place.
 Getting active in community can also help to promote the art: This also build the
brand reputation as an artist and also helps to gain unexpected opportunities in order to
promote the work. Such that charity event in which artist donate the work to a local
charity auction. Further, promotional galleries will also have a staff of professionals who
help to promote the work so that people may buy the artwork (Stephen, 2016). In the
promotional galleries, professionals also helps the collectors and potential buyers to
determine the creative process of artwork as well as artistic content.
4

 Online sell: Artist may also sell their artwork in market by creating website and own
application. As people with immediate need for the art did not have enough time to spend
on purchasing these items and thus, through online application they may select the
artwork and then add o cart, then get back within some days (Dadwal and Hassan, 2016).
Therefore, online selling is consider one of the best way that helps to attract people on
urgent basis.
By using these four ways, an artist may easily promote their artwork to People with
immediate need for the art and by understanding their point of view will also help them to
generate more revenue sources as well.
CONCLUSION
By summing up above report it has been concluded that there is a need to understand the
buying behavior of art buyer because they all have different needs and own perception. From the
study, it has been concluded that home collector and people with immediate need for the art have
their own motivation factor and perception. Further, by using McClellend Theory of motivation
also helps to determine some needs of Trophy hunter as an art buyer. Lastly, report provides
online sell, community event, art competition as a promotional strategy that helps to promote
artistic work.
5

REFERENCES
Books and Journals
Aamir, M. and Bhusry, M., 2015. Recommendation system: state of the art
approach. International Journal of Computer Applications.120(12).
Asuquo, E. E. and Igbongidi, P. B., 2015. Retail Store Merchandise Assortment and Display and
their Influence on Consumer Impulse Buying Behaviour in North-west Nigeria. Global
Journal of Management And Business Research.
Dadwal, S. S. and Hassan, A., 2016. The augmented reality marketing: A merger of marketing
and technology in tourism. In Mobile Computing and Wireless Networks: Concepts,
Methodologies, Tools, and Applications (pp. 63-80). IGI Global.
Gudonavičienė, R. and Alijošienė, S., 2015. Visual merchandising impact on impulse buying
behaviour. Procedia-Social and Behavioral Sciences. 213. pp.635-640.
Hand, C. and Riley, F. D. O., 2016. Audience behaviour or buyer behaviour: what can models of
brand buying behaviour say about arts audiences?. International Journal of Arts
Management.19(1). p.69.
Merugu, P. and Vaddadi, K. M., 2017. Visual Merchandising:(A Study on Consumer Impulsive
Buying Behaviour in Greater Visakhapatnam City). International Journal of Engineering
Technology Science and Research (IJETSR).4(7). pp.915-927.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Rybnicek, R., Bergner, S. and Gutschelhofer, A., 2019. How individual needs influence
motivation effects: a neuroscientific study on McClelland’s need theory. Review of
Managerial Science.13(2). pp.443-482.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Online
Different marketing Strategy to promote art. 2018. [Online]. Available through:
<https://www.agora-gallery.com/advice/blog/2016/08/25/promote-your-art/>.
5 different types of Art Buyers. 2018. [Online]. Available through:
<https://medium.com/@artchain_global/understanding-the-5-different-types-of-art-buyers-
and-their-motivations-81ef2aeefc05>.
6