BUYING MOTIVES OF
Buyers are of two types
b. Rational buyers
Posted by – Aarti Anand – Faculty – Media &
Jain International Residential
Industrial buyers are:
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.
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.
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
Consumers look for quality – even if prices are
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
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
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