Consumer buying motives saher (indian high school)
Buying motive is the urge or motive to satisfy a desire or need that makes people buy goods or
services. Behind every purchase there is a buying motive.
There are different kinds of consumers. So, their wants and needs are also different. They
buy goods or services to satisfy their needs. The causes and factors which stimulate
consumer to buy certain goods or services is called buying motives. In fact, the
motivating factor to direct consumer behavior is buying motives.
Identifying buying motive of consumer is a difficult task for business entrepreneurs.
There are various factors to induce consumers to buy any product. Profit, fear, dignity,
pride, fashion, entertainment, love, health, facility, curiosity, habit, security, utility etc.
lead persons to buy products. Among them profit, fear and pride are the three major
motivating factors. Such motives may be different from person to person
The combination of facts and the emotional state of a person 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 is defined as Consumer Buying Motives.
1) PRODUCT BUYING MOTIVES:-
Product buying motives refer to those influences and reasons, which prompt
(i.e. induce) a buyer to choose a particular product in preference to other
They include the physical attraction of the product (i.e. the design, shape,
dimension, size, color, package, performance, price etc. of the product) or the
psychological attraction of the product (i.e. the enhancement of the social
prestige or status of the purchaser through its possession), desire to remove
or reduce the danger or damage to life or body of the possessor, etc.
In short, they refer to all those characteristics of a product, which induce a
buyer to buy it in preference to other products. Product buying motives may
be sub-divided into two groups, viz., (1) emotional product buying motives
and (2) rational product buying motives.
1.A) EMOTIONAL PRODUCT BUYING MOTIVES:-
When a buyer decides to purchase a product without thinking over the matter logically and
carefully (i.e., without much reasoning), she is said to have been influenced by emotional
product buying motives. Emotional product buying motives include the following:
FACTORS – EMOTIONAL
1. Pride or Prestige
2. Emulation or Imitation
4. Comfort or desire for comfort
6. Desire for distinctiveness or
7. Desire for recreation or pleasure
8. Hunger and thirst
1.B. Rational Product Buying Motives:
When a buyer decides to buy a certain thing after careful consideration (i.e. after thinking over
the matter consciously and logically), s/he is said to have been influenced by rational product
buying motives. Rational product buying factors are given above.
2. Patronage Buying Motives:
Patronage buying motives refer to those considerations or reasons, which prompt a
buyer to buy the product wanted by him from a particular shop in preference to other
In other words, they are those considerations or reasons, which make a buyer, patronise
a particular shop in preference to other shops while buying a product.
FACTORS - RATIONAL
1. Safety or security
3. Relatively low price
5. Utility or Versatility
6. Durability of the product
7. Convenience of the Product
Patronage buying motives also may be sub-divided into two groups viz. a) Emotional
patronage buying motives and b) Rational patronage buying motives.
2.a)Emotional Patronage Buying Motives:
When a buyer patronises a shop (i.e. purchases the things required by him from a particular
shop) without applying his mind or without reasoning, he is said to have been influenced by
emotional patronage buying motives. Emotional patronage buying motives include the following:
FACTORS – EMOTIONAL
1) Appearance of the shop
2) Display of goods in the store
3) Originality and Imitation
6) Others’ Recommendations
2.B. Rational Patronage Buying Motives:
When a buyer patronises a shop after careful consideration (i.e. after much logical reasoning
and careful thinking) he is said to have been influenced by rational patronage buying motives.
Factors - RATIONAL
2) Low price charged by the shop
3) Credit facilities offered
4) Efficiency of salesmen
5) Wide choice
6) Services offered
8) Reputation of the shop
SELLING POINTS BUYING MOTIVES
1) MEANING Selling points are the special
points of featuresof a product
with which the attention of
customersis to be drawn towards
Buying motivesare the inner
feelings, urges of the customers
which make them to buy certain
goods and services.
2) THEME Buying motivesexplain the
reasons as to why customers
purchase a particular product or
service. They provide asolid base
on which the salesman develops
the selling points.
A study of different typesof buying
motivesof different typesof
customersgreatly depends upon the
ability, skill, imanigination and
psychologicalstudy of salesman.
3) UTILITY A study of buyingmotivesenables
a salesman to present his product
in such a way as would satisfy the
particular motive of the customer
A proper knowledge of the special
features, i.e. selling points of the
variousproductsshould be acquired
by the salesman. Thiswill help him
in deliveringhis sales talk
4) EXAMPLES The variousmay be vanity, pride,
economy, fashion, habit, comfort,
necessity, love and affectionetc.,
which prompt a customersto buy
the goods and services.
The selling points constitute unique
methods of production, attractive
design, beautifulcolours, liberal
discount, attractive packingand
5) CONTROL A salesman has no controlover
‘buying motives’as those are the
inner feelings of the customers.
A salesman has full controlover
‘selling points’, as he can use any or
all points he likes to sell his
6) PRIORITY As the ‘consumers are the kings’ of
the modern marketing system,
first on which selling points
depend. Therefore the goodsare
producedby a manufacturer to
match the buying motivesof the
Selling points come next to buying
motives. After goodshave been
manufactured as personality the
buying motivesof customers, selling
points are thought upon.
7) SOURCES OF
A study of different typesof
buying motivesof different types
of customers greatly depends
upon the ability, skill, imagination
and psychologicalstudy of
A salesman can master the selling
points of very goodsby his past
experience, use of those goods,
consultationwith senior salesman
and by study of sales journals.
It is needless to indicate the importance of buying motives in modern day marketing. It
is necessarily an inner feeling of the potential buyer. Once known, buying motives
become a significant tool to finalise the product, pricing, distribution and promotional
policies of an organisation.
Therefore, the importance of buying motives can be examined on the basis of the
1. Product Planning and Development:
The manufacture’s product decision with regard to size, colour, weight, dimension,
design, packaging, taste, etc. depends a lot on the consumer psychology which is
chiefly based on the buying motives.
Thus, once the buying motives are known, the product planning and development can
be done in accordance with the consumer likings, tastes and preferences. Therefore, a
thorough knowledge of the buying motives makes the product planning and
development of an organisation considerably easy.
2. Pricing Policies:
Pricing of products and services is extremely significant because survival, growth and
the profitability of an organisation depends on the same, to a great extent. In case a
large section of the consumers are influenced by rational buying motives, the pricing
policies of the firm have to be competitive.
On the other hand, a comparatively high pricing strategy can be adopted if a majority of
the consumers are guided by emotional buying motives. Therefore, it is essential that
sellers should examine the nature of buying motives closely, and pricing decisions can
be made accordingly.
3. Distribution Channel:
Once the buying motives of the consumers are known to the seller, the distribution
channel of an organisation can be planned effectively. In other words, if the consumers
are primarily guided by the service facilities offered by the dealers, the manufacturer
can plan the distribution pattern accordingly so as to make services available at different
If door-to-door service is the motivational factor for a majority of buyers, then such
provisions have to be built up by the seller. Similarly, if consumers prefer a particular
type of store, the distribution channel has to be modified accordingly.
4. Promotional Policies:
All promotional efforts usually aim at winning the confidence of the potential buyers in
favour of products or services. Once the influencing factors or the buying motives of the
consumers are known, the advertisement and sales promotion programmes can be
directed towards appealing to those specific buying motives.
Accordingly, a large section of the buyers can easily be influenced and motivated for
making a purchase. Therefore, in order to build an effective sales promotional policy,
studying and understanding buying motives of consumers are essential.
Thus, it is clear that an effective and successful marketing mix depends to a great
extent on proper understanding of the buying motives of the potential consumers. Once
the motives of the buyers are known, it becomes quite easy to develop an effective
marketing programme. In other words, the marketing programmes and strategies of an
organisation is simply a reflection of the buying motives of the potential consumers.