Buying Motives - Definition and Psychological factors and other elements

2. “Those influences or consideration
which provide the impulse to buy,
induce action or determine choice
in the purchase of good or services”.

3. Psychological Factors
These motives are influenced by the following elements
Motivation Socio-economic background
Learning Personality
Belief and Attitude Social Group
Culture Perception

4. A person has many needs at any given time.
Some needs are biogenic, they arise from
physiological states of tension such as hunger, thirst,
discomfort.
Other needs are psychogenic, they arise from
psychological state of tension such as belongingness,
loneliness, need of recognition, esteem.

5. It involves changes in an individual behavior
arising from experience. Most human behavior is
learned.
Process
Drive Stimuli Cue Response Reinforcement
Generalization Discrimination

6. Drive is a strong internal stimulus impelling action.
Cue or Minus stimuli that determine when, where and how a
person response.
Eg: Suppose you buy an IBM Computer. If your experience is rewarding, your
response to computer and IBM will be positively reinforced. Later on when
you want to buy a printer you may assume that because IBM makes good
computer, IBM also makes good printer. In other words you generalize
your response to similar stimuli.
A counter tendency to generalization is discrimination.
Discrimination means that the person has learn to recognize difference in
set of similar stimuli and can adjust response accordingly.

7. Belief may be defined as descriptive thought
that the person hold in particular things.
An Attitude is a person’s enduring favorable or
unfavorable evaluations, emotional feelings
and action tendencies towards some object or
idea.

8. Culture is nothing but belief, idea, tradition,
habits, customs. Buying motives are very often
controlled by cultural attachments and sentiments.
For example, certain section of the society
remains as vegetarian. They attach important to
cultural value.

9. Socio-economic Background
From the marketing point of view this
aspect is a highly powerful element that
support purchasing divisions. Income and
Class are two factors involved here.
For Instance the buying habits of individual
workers will be totally difference from that of
the agricultural labors. Similarly the pattern of
the purchase by a rich man and a poor would
be opposite in nature. Their expenditure
pattern also will be different.

10. Personality
“ The sum totality of all traits possessed by an individual
is known as personality”.
One individual is difference from the other not
only in physical respect but also in their behavior.
There are so many theories are developed to explain
the personality and its influence on behavior of people.
Normally people are divided in to two classes.
1. Extrovert 2. Introvert
But how far the personality features would be
associated with buying patterns is yet to be
established.

11. Psychologist are of opinion that group
behavior has influence on individual behavior.
Group may be formal or informal groups may
be organized on friendship, age, sex, common
interest etc. Certain prestige product are
bought not based on individual need but
simply to get an individual indentified with
group.

12. “The way in which people look at things”.
It may be defined as a process by which individual organize
and interpret their sensory impression in order to give meaning
to their environment.
Perceptual Process
Perceptual through puts
Perceptual Inputs Perceptual outputs
Stimuli Receiving -> Selecting ->Organizing ->Interpreting Action

13. Perceptual Inputs:
The stimuli is nothing but environmental subject, events,
incidents. People can be consider as the perceptual
inputs.
Perceptual throughputs:
The actual transformation of these inputs through the
perceptual mechanism of selection, organization and
interpretation can be treated as the through puts.
Perceptual Out put:
The Resultant opinions, feelings, attitude, anger, sorrow,
happy etc which ultimately influence our behavior can
be viewed as the perceptual out put.

14. How the perception influence or affects
the buying motives. There are 3 different
dimension that affect human being
perception. They are
1. Selective Attention
2. Selective Distortion
3. Selection Retention

15. :
People are exposed to a tremendous
amount of daily stimuli.
For example the average person may
be exposed to over 150 advertisements a day.
Because a person can not possibly attend to all
of these. Most stimuli will be screened out.
This process is called as Selective attention.
People are more likely to notice stimuli
that relate to current need.

16. :
People do not selectively pay
attention to difference stimuli. They also
selectively distort them. This selective
distortion happens because people add their
own value and beliefs to the message.

17. People will forget much that they learn
but they retain the information which suppose
their attitude and belief because of selective
retention.
Ex: Mr. X is likely to remember good
points about Hero Honda and forget good points
about Bajaj & TVS.