The document discusses customer buying motives and behaviors. It aims to explain why customers buy and classify different customer buying motives. It discusses how needs and wants differ, and how various factors like age, income, and culture can influence them. Motives are categorized as emotional or rational, and the document explores how both motive types can combine or conflict. The salesperson's role is to understand the customer's dominant motives.

1. Core Concepts of Marketing and
Buying Motives
By
Asst Prof. Venkatesh.N
Koshys Institute of Management Studies

2. Objectives of the Study
A. Explain why customers buy.
B. Classify customer buying motives.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
2

3. Objective A
Explain why customers buy.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
3

4. All People Have Needs and
Wants.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
4

5. A Need . . .
Shelter
Food
Something required or essential which is lacking
02/08/14
Koshys Institute of Management
5
Studies by Venkatesh.N

6. People can have a variety of needs
A Want same. time.
..
and wants at the
?
Once a need /want
?
is satisfied, people
can concentrate
on others.
?
Something desiredInstitute of not always essential
but Management
02/08/14
Koshys
Studies by Venkatesh.N
6

7. People Do Not Want and Need the
Same Things at the Same Time.
The car you want
may not appeal to
your neighbor.
02/08/14
This difference
accounts for the
variety of goods and
services available.
Koshys Institute of Management
Studies by Venkatesh.N
7

8. Needs and Wants Change.
As you go through
When you get older,
In high school
life, needs/wants
the professional
you might want
image of a briefcase change or
may a backpack.
is desired.
become less
important.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
8

9. Many Factors Cause Needs/Wants to Change.
Age
Educational level
Marital status
Income level
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
Parenthood
9

10. Many Factors Cause Needs/Wants to Change.
Place of residence
Influence of friends
and relatives
Culture
Seasons of the year
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
10
Economic conditions

11. People Buy Goods and Services to
Satisfy Needs and Wants.
Product:
Reasons for buying:
To be like their friends
People buy theFor comfort
benefits whichFor protection
products/services offer.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
11

12. People Buy Goods and Services to
Satisfy Needs and Wants.
Product:
Reasons for buying:
The image they
think it represents
Fuel efficiency
Its ability to handle
well in the snow
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
12

13. People Buy Benefits–Not Features
• Features are important only in terms of
how they benefit the customer.
• The feature is meaningless if it doesn’t
benefit the customer.
If customers never drive in
the snow, how interested
would they be in a car that
handles well in the snow?
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
13

14. People Buy Different Benefits
To save time
To get cleaning
power
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
14

15. For sales success . . .
YOU
must determine desired benefits.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
15

16. Reasons or benefits that cause people to purchase
02/08/14
Koshys Institute of Management
16
products to satisfy their wants and needs
Studies by Venkatesh.N

17. Why Buy a Steak?
Buying Motives
• To be viewed as a certain
type of person
• To make business contacts
• To socialize with others in
age/professional group
A customer needs food
and wants a steak at a
02/08/14 certain restaurant. Institute of Management
Koshys
Studies by Venkatesh.N
17

18. Why Buy a Blazer?
Buying Motives
• The blazer is stylish.
• Everybody has one.
• He thinks he looks
good in blue.
A customer needs
clothing and wants to buy
02/08/14 a navy blue blazer. Institute of Management
Koshys
Studies by Venkatesh.N
18

19. Customers Know/Don’t Know
Their Buying Motives
?
02/08/14
?
Why am I
buying this?
?
Koshys Institute of Management
Studies by Venkatesh.N
19

20. Knowing
customers’ needs,
wants, and
motives lets you
tailor your
presentation to
each customer.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
20

21. Motives Change
• From customer to
customer
• From time to
time
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
21

22. Jake’s Cars
As empty nesters,
Jake knew he’d be
Jake’s family wanted a
the envy of his
fuel-efficient car that
friends in a new
was easy to maneuver.
sports car.
As Jake’s family
grew, they needed a
vehicle with lots
of room, comfort,
and safety.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
22

23. Objective B
Classify customer buying motives.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
23

24. Categories of Buying Motives
Emotional
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
Rational
24

25. Emotional Motives
Feelings, Emotions,
Impulses
02/08/14
Adventure
Affection
Appearance
• Customers
often unaware
Change/Variety
of them
Comfort/Convenience
• Easily
Fear
Health
influenced by
Leisure
advertising
Pleasure
time
and current
stylesRecreation
Recognition
Social or group
Koshys Institute of Management
25
Security approval
Studies by Venkatesh.N

26. Rational Motives
Accuracy
Convenience
• Pros and cons
Durability
Dependability
• Customer
Economy Efficiency
Increased
awareness
Health production
Knowledge
• BottomLow
line
cost/maintenance
Profit Qualityworth
• Money’s of
workmanship/materials
Reason, Judgment,
Safety Service
02/08/14
of Management
26
Logic Koshys InstituteVenkatesh.N
Simplicity Versatility
Studies by

27. Relationship of Emotional and
Rational Motives
ot
m
E
l
na
io
R
at
i
02/08/14
on
al
Combine
Koshys Institute of Management
Studies by Venkatesh.N
Conflict
27

28. Rational Motives
• Ease of operation
• Economy
• Time savings
Emotional Motive
• Increased leisure time
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
28

29. Emotional Motives
• Appearance
• Prestige
Rational Motives
• Durability
• Quality
• Versatility
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
29

30. Emotional Motive
• Appearance
Rational Motive
• Quality
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
30

31. $
02/08/14
We all have
emotional
motives for
buying certain
items, but
we like to
justify spending
our money.
Koshys Institute of Management
Studies by Venkatesh.N
31

32. “But I really do
People prefer to
need that gold-plated
electric shaver.”
believe that they
are buying on
the basis of
rational
motives.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
32

33. Responsibilities of Salesperson
• Pointing out benefits that appeal to
customer’s rational thinking
• Comparing lists of rational and emotional
motives to find out which motives appear
on both lists
• Determining if the customer is buying for
emotional or rational motives
• Focusing sales presentation on the
02/08/14
Koshys Institute of Management
customer’s buyingbymotives
Studies Venkatesh.N
33

34. Patronage Motives
• Customer makes purchases in one business
rather than another.
• These motives can be rational or emotional.
Joe’s
Bakery
02/08/14
Karen’s
Baked Goods
Koshys Institute of Management
Studies by Venkatesh.N
34

35. Examples
• Customer services
and policies
• Price
90 Days
Same as
Cash!
• Courteous sales staff
• Product
• Product assortment
• Fashion
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
35

36. MarkED
Acknowledgements
Original Developer
Christopher C. Burke, MarkED
Version 1.0
Copyright © 2000
MarkED Resource Center
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
36

37. Digital-based photography sources:
CORBIS CORP.
Small Business
Obj. A: #052
Photos copyright 1998 Corbis Corp.
750 Second Street, Encinitas, CA 92024
DIAMAR
People & Lifestyles Vol. 3
Obj. A: #PEO_04, #PEO_13, #PEO_16
Obj. B: #PEO_03
Photos copyright Diamar Interactive Corp.
600 University Street, 1701 One Union Square, Seattle, WA 98101-1129
DIGITAL STOCK CORP.
Business & Industry
Obj. A: #008
Photos copyright 1998 Corbis Corp.
02/08/14
Koshys Institute
750 Second Street, Encinitas, CA 92024 of Management
Studies by Venkatesh.N
37

38. Digital-based photography sources:
EYEWIRE IMAGES
Corporate Life
Obj. A: #CLI_003
Photos copyright Eyewire Inc.
833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada
PHOTODISC, INC.
Family & Lifestyles Vol. 15
Obj. A: #308
Photos copyright PhotoDisc, Inc.
2013 Fourth Ave., Seattle, WA 98121
STUDIO GEAR
People & Professions 2
Obj. A: #SP2019
Photos copyright Image Club Graphics of Management
02/08/14
Koshys Institute http://www.imageclub.com
Studies by Venkatesh.N
38

39. Digital-based photography sources:
T/MAKER COMPANY
ClickArt Photos
Obj. B: #TRNGR020
Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA
94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is a
registered trademark of T/Maker Company. ClickArt Images copyright 19841994 by T/Maker Company. All rights reserved.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
39

40. Copyright:
All photographic digital images on this CD are owned by the
aforementioned photographic resources or their licensors and
are protected by the United States copyright laws, international
treaty provisions, and applicable laws. No title to or intellectual
property rights to the images on this CD are transferred to you.
These sources retain all rights and are not to be used, digitally
copied, transferred, or manipulated in any way. To do so is a
violation of federal copyright laws.
02/08/14
Koshys Institute of Management
Studies by Venkatesh.N
40

41. Thank You