Employers want to know what kind of position you are looking for, whether it is just a job or if you are career minded. They also want to know whether or not you are wanting to work there for a specific type of work experience. For example you may be applying at an ad agency for customer service, but you are studying graphic arts in college, so you therefore want some exposure to the advertising world, and maybe they can use you at a later date in the graphic arts dept. Etc.
I think they really are trying to find out if you are a keeper for the job or should they keep looking, if you have a interest in the company or are you looking for a quick pay check and still looking for work elsewhere......they are looking to hire you long term,the more interest you show that you have in the company the more helpful and a better worker....hope this helps you