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Buying motive is the urge or motive to satisfy a desire or need that makes people buy goods or
services. Behind every purc...
1) PRODUCT BUYING MOTIVES:-
 Product buying motives refer to those influences and reasons, which prompt
(i.e. induce) a b...
1.A) EMOTIONAL PRODUCT BUYING MOTIVES:-
When a buyer decides to purchase a product without thinking over the matter logica...
 Patronage buying motives also may be sub-divided into two groups viz. a) Emotional
patronage buying motives and b) Ratio...
SELLING POINTS BUYING MOTIVES
1) MEANING Selling points are the special
points of featuresof a product
with which the atte...
It is needless to indicate the importance of buying motives in modern day marketing. It
is necessarily an inner feeling of...
3. Distribution Channel:
Once the buying motives of the consumers are known to the seller, the distribution
channel of an ...
Consumer buying motives   saher (indian high school)
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Consumer buying motives saher (indian high school)

Definition
Meaning
Classification of Consumer Buying motives
Selling Points VS Buying Motives
Importance of Buying Motives

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Consumer buying motives saher (indian high school)

  1. 1. 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.
  2. 2. 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 products.  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. CONSUMER BUYING MOTIVES PRODUCT Emotional Product Buying Motives Rational Product Buying Motives PATRONAGE Emotional Patronage Buying Motives Rational Patronage Buying Motives
  3. 3. 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 3. Affection 4. Comfort or desire for comfort 5. Ambition 6. Desire for distinctiveness or individuality 7. Desire for recreation or pleasure 8. Hunger and thirst 9. Habit 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 shops.  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 2. Economy 3. Relatively low price 4. Suitability 5. Utility or Versatility 6. Durability of the product 7. Convenience of the Product
  4. 4.  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 4) Prestige 5) Habit 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 1) Convenience 2) Low price charged by the shop 3) Credit facilities offered 4) Efficiency of salesmen 5) Wide choice 6) Services offered 7) Treatment 8) Reputation of the shop
  5. 5. 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 the product. 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 concerned. 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 effectively. 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 others. 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 products. 6) PRIORITY As the ‘consumers are the kings’ of the modern marketing system, therefore buyingmotivescome first on which selling points depend. Therefore the goodsare producedby a manufacturer to match the buying motivesof the customers. 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 ACQUIRING KNOWLEDGE A study of different typesof buying motivesof different types of customers greatly depends upon the ability, skill, imagination and psychologicalstudy of salesman. 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.
  6. 6. 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 following: 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.
  7. 7. 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 distribution points. 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.

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