UNIT-2 BUYER BEHAVIOUR IN MARKETING

1. By
BHUVANESWARI K
ASSISTANT PROFESSOR
PG & RESEARCH DEPARTMENT OF COMMERCE
RABIAMMAL AHAMED MAIDEEN COLLEGE FOR WOMEN
TIRUVRUR

2. Buyer behavior is the study of how an
individual or a group of customers select and analyze
a product or service. It attempts to understand the
decision making process of a customer while
selecting a product or service out of all the myriad
alternatives available in the market.

5. Buying Motive
Buyer motive to satisfy a desire or need that
makes people buy goods or services. Behind every
purchase there is a buying motive. It refers to the
thoughts, feelings, emotions and instincts, which
arouse in the buyers a desire to buy an article.

6. Product Buying Motives
Buying motive is the motive to persuade the desires of
people so that they buy a particular good or service.
Buying motive relates to the feelings and emotions of
people which generates a desire to purchase.
Types of Buying motives
Buying motives can be categorized as follows:
1) Product Buying Motives
2) Patronage Buying Motives

7. Patronage Buying Motives
Patronage buying motives are the factors or
characteristics that influence a person to purchase a
product from particular shop instead of purchasing from
other shops selling the same product.
1. Emotional Patronage Buying Motives
If a person purchases a product from a particular
shop without thinking much about other shops, then he
or she is said to have persuaded by emotional patronage
buying motives.
There are around six kinds of emotional
patronage buying motives: (i)ambience of shop
(ii)showcase of products (iii)recommendations by others
(iv)prestige, habit, imitation.

8. 1. Emotional Product Buying
Motives:
 If a person purchases a product without thinking
much rationally (i.e. with less reasoning) then he or
she is said to have persuaded by emotional product
buying motives.
 There are around ten kinds of emotional product
buying motives: prestige, imitation, affection, comfort,
ambition, distinctiveness, pleasure, hunger and thirst,
habit.

9. 2. Rational Patronage Buying
Motives
A person purchases a product from a shop after
complete analysis and reasoning then he or she is said
that have persuaded by rational patronage buying
motives.
There are around eight rational patronage buying
motives: convenience, low price, credit availability, more
services, efficiency of the seller, wide variety, treatment,
reputation.

10. 3. Product Buying Motives
If a person purchases a product after thinking
rationally (i.e. logically deciding) then he or she is
said to have persuaded by rational product buying
motives. There are around eight kinds of rational
product buying motives: security, economy, low
price, suitability, utility, durability, convenience.