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Buying motives of industrial users

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Buying motives of industrial users

  1. 1. BUYING MOTIVES OF INDUSTRIAL USERS Buyers are of two types a. Emotional buyers b. Rational buyers Posted by – Aarti Anand – Faculty – Media & Marketing Jain International Residential School
  2. 2. Industrial buyers are:  Rational  Their motives can be easily determined when compared to consumers buyers motives.  They aim primarily at increasing profits, hence their buying goal is:  a. to buy quality goods at cheaper rates so that production can increase  b. sell durable goods, thereby repeat sales.
  3. 3. 1. Reduced prices  Price is a major consideration because industrial users purchase in large quantities and are rational.  Many industries produce similar products.  Manufacturer increases sales by selling their products at lower prices, good quality and quantity; thereby, giving their rival competition.
  4. 4. 2. Regular supply  Source of supply for industrial goods must be a dependable one.  By supplying required quantity of quality goods ensures production is regular  If work is uninterrupted or regular, business remains safe.
  5. 5. 3. Durability  Consumers look for quality – even if prices are higher.  Only durable and quality products can be sold with ease in the market – this is the key factor for all manufacturers.  Eg. If the tongue of a screw driver bought bends, consumer will henceforth switch to another brand.
  6. 6. 4. Greater economy  Increasing production at less cost is a manufacturers main motive.  Efficient machineries yields larger output at improved quality, hence making purchase decisions of plants and machineries are carefully sought so as to increase value for money.
  7. 7. 5. Protection  Industrial goods are purchased only after their various uses are carefully considered because purchase of goods are desired to be protected against risk – i.e theft, fire etc  Eg – steel furnitures are preferred to wooden furnitures.

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