The basis of buying motives differs from, person to person and from time to time. Any person does not buy a product or service just because of excellent salesman pitch but he does also due to the desire generated within him towards the product or service. Locate a magazinead that appeals to each of these different buying motives. Consumer behaviourists classify them as rational and emotional motives. For instance, a housewife may like to have a silk saree for the simple reason that all the neighbouring housewives have silk sarees. Both consumer and buyer are pervasive. Ten questions were asked to each person and each question was straightforward.
Behaviour Influence Perspective For many low involvement buying situations, consumer buying behaviour is influenced by appearance of product. Some people make their purchases from a particular shop because of good or attractive appearance of the shop, 2. When prescribing a product, one, two, or three motives willnormally be enough to make the sale, if we have planned well andhave selected the correct motives. The wording was easy to understand. Nonetheless, the platform is still valuable for automotive brands in terms of awareness and branding.
Durability of the product: Durability of the product is one of the most important rational buying motives. Positive motivation is a response which includes enjoyment and optimism about the tasks that you are involved in. In his day-today contacts, the salesman meets various types of persons with different requirements and reactions. Instead of just aiming for a purely rational or exclusively emotional strategy, a good mix of logic and emotions can be more beneficial. Emotional buying motives pertaining to products can be 1. Intelligent buyers consider the suitability of the products before buying them. Personal factors can also affect the consumer behavior.
Children are emotionally attached to buy chocolates. Safety or Security: Desire for safety or security is an important rational buying motive influencing many purchases. How influencers impact purchasing decisions How does influencer marketing come into play? Family members also pass down values, religion and certain behaviours. Led by emotions — but we deny it! Friends are also a huge influence on product purchases. Experience and knowledge technique: Under this technique, buyers behavior is estimated on the basis of experience and knowledge gained by the marketing executives because of their close association with the customers. The customers buy goods or services considering cheapness, health and security, utility, comfortable etc.
Depth Interview Technique: It is the method of probing the unconscious mind. Consumers spend substantial amounts of time researching a high number of potential options before they buy. Emotional motive: it is a type of buying motive where a person is without any logic or reason emotionally attached to a particular product. Maslow was of an opinion that until these needs were satisfied to a degree to maintain life, no other motivating factors can work. A real asset to better meet the needs of its customers and increase sales. Social roles and status: The position of an individual within his family, his work, his country club, his group of friends, etc.
Emotional action is more quick, impulsive, and jerky without much thinking or reasoning being applied. Social functions can be categorized into social choice and welfare functions. Oftentimes, they serve as an additional platform for knowledge transfer. Such motives may be different from person to person. Consumers invest their time in extensive research and are actively involved in gaining and processing information. Which company has the lowest prices? To recognize this psychological attitude of customers, the salesman requires self-knowledge and empathy. A car, for example, is not purchased without comparing different models beforehand, and running shoes have to fit the need of the consumer beginner or advanced level? I conducted a personal interview with all the customers of the product line cold drinks.
This can lead to spending to better compete. Consumers buy products and services daily, but how do they decide what they want to buy? Hence, this concludes the definition of Buying Motive along with its overview. In other words, they are those considerations or reasons, which make a buyer, patronize a particular shop in preference to other shops while buying a product. A consumer may purchase a chair so people can sit comfortably in his home. Why Goods are Purchased Organizations purchase goods to use in their ongoing operations and to resell to consumers, while consumers purchase goods for their personal use. It makes a rich man show off his wealth by buying a very costly diamond, a rare painting or carving, a bungalow with all modern luxuries. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection.
The consumers are utility oriented and they analyse all the possible information related to the product. The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes in the case of diet drinks or some combination of these. This example shows how easily our emotional motives are triggered even for decisions which are generally based on rather rational motives. Thus hunger is an instinct whereas desire to purchase pizza is a buying motive. Prestige: Prestige is one of the emotional patronage buying motives of the buyers.