Concept Of Buying Motives
• The combination of facts and the emotional
state of a person / organization that generates
a feeling within them that they need to
purchase an item, as well as the factors that
influence their eventual choice of a particular
product. The Decision Making Unit Of a
organization will often strategically take into
account key buying motives
Buying Motives Of Industrial
The Industrial consumer is motivated by
budgetary constraints such as profit goals
expense quotas and cost benefit guidelines
Normally Industrial consumers have some
common buying motives in spite of differences
in their organization , management practices.
The core variables are Quality ,Service and Price
while others are Savings ,Assurance Of Supply
and Buyer Temperament.
"Quality in a product or service is not what the
supplier puts in. It is what the customer gets out
and is willing to pay for. The professional buyers
tend to define product quality as that
combination of properties which fits the product
to its intended use. Organizations are more
focused on quality and also willing to pay for
Business ,Governments and institutions need a
variety in addition to product and materials. The
most common types of service requested aretechnical , replacement parts , delivery and
information and sales. A service in almost
universal demand by industrial customers is that
of information about products and vendors
service as well as information about the trade
Professional buyers are much concerned with
evaluated price. This takes into consideration a
variety of factors like the amount of work a
machine will do, the cost of processing material,
waste resulting from the use of a material etc.
Every related factors will consider while paying
the price of purchased items.
Apart form the core variables Industrial
customer is also motivated to realize savings in
the use of materials and equipment or in the
methods by which they are procured. The most
obvious places professional buyers look for
savings are the substitutions of materials and
new types of equipment's . They aims to take
solutions for higher output.
Assurance Of Supply
Assurance of supply is vital to the purchasing
officer. If the supply flow of an item is
interrupted , probable resulting shortages
may cause shutdowns of production
operations. Supply must be assured by the
supplier in any case and emergencies.
It is true that the personal feelings and emotions
of purchasing officers or prospective buyers
influence the buying decision process.
Differences in opinion , personality difference
and other related factors are an important
aspect of buying motives.