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    Buying Motives PDF

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    Salman Saleem
    This document discusses consumer behavior and market research. It explains that customers buy products to fulfill needs and wants that change over their life cycle. Buying motives are strong feelings, desires or emotions that induce purchase. Motives are classified as rational, emotional, or patronage. Rational motives involve logical thinking about price, quality etc. Emotional motives appeal to ego or status. Patronage motives determine where products are purchased and can be emotional or rational based on subjective or logical reasons.

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    Buying Motives PDF

    Uploaded by

    Salman Saleem
    921 views9 pages
    This document discusses consumer behavior and market research. It explains that customers buy products to fulfill needs and wants that change over their life cycle. Buying motives are strong feelings, desires or emotions that induce purchase. Motives are classified as rational, emotional, or patronage. Rational motives involve logical thinking about price, quality etc. Emotional motives appeal to ego or status. Patronage motives determine where products are purchased and can be emotional or rational based on subjective or logical reasons.

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    Consumer buying motives

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    This document discusses consumer behavior and market research. It explains that customers buy products to fulfill needs and wants that change over their life cycle. Buying motives are strong feelings, desires or emotions that induce purchase. Motives are classified as rational, emotional, or patronage. Rational motives involve logical thinking about price, quality etc. Emotional motives appeal to ego or status. Patronage motives determine where products are purchased and can be emotional or rational based on subjective or logical reasons.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    921 views9 pages

    Buying Motives PDF

    Uploaded by

    Salman Saleem
    This document discusses consumer behavior and market research. It explains that customers buy products to fulfill needs and wants that change over their life cycle. Buying motives are strong feelings, desires or emotions that induce purchase. Motives are classified as rational, emotional, or patronage. Rational motives involve logical thinking about price, quality etc. Emotional motives appeal to ego or status. Patronage motives determine where products are purchased and can be emotional or rational based on subjective or logical reasons.

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    CONSUMER BEHAVIOUR AND MARKET RESEARCH

    Prof. Yogesh Gurav

    Objectives
    1. Explain why customers buy.
    2. Classify customer buying motives.

    YKG / CBMR / 2011 -12

    Why the customers buy a particular product?


    All people have needs and wants such as food , clothing & shelter etc. Needs and wants do change as per the life cycle stage of an individual

    e.g.

    YKG / CBMR / 2011 -12

    Buying Motives
    Buying motive: -

    Motive is a strong feeling, desire or emotion that makes a person to do something.


    When a motive makes a person to buy a product, then it becomes a buying motive. In other words it can be described as all the desires, considerations & impulses that induces a buyer to purchase a given product.
    YKG / CBMR / 2011 -12

    Classification of customer buying motives.

    Rational

    Emotional

    Patronage

    Reason
    Judgment Logic

    Feelings
    Emotions Impulses

    Can be
    rational or emotional

    YKG / CBMR / 2011 -12

    Classification of customer buying motives.


    Rational buying motive : These are the motives where a consumer takes a decision of purchasing a product by his head and means, i.e. after careful consideration & logical thinking about the product & the available resources. In rational purchases a consumer considers price, quality, durability, reliability & performance of the product.

    e.g. profit potential or enhancement, quality of service, availability of technical assistance etc.
    YKG / CBMR / 2011 -12

    Classification of customer buying motives.


    Emotional motives :Are those impulses which persuade a consumer to purchase a product spontaneously & without thinking about the consequences of this action or decision. It usually appeal to the buyers sense of ego, to display his social status, tendency to imitate others or to convey the feeling of love & affection to close friends & family members .

    YKG / CBMR / 2011 -12

    Classification of customer buying motives.


    Patronage motives: - these are the motives which determine where or from whom the products are purchased. Further it can be classified as emotional & rational patronage motives. Emotional patronage motives: - are those impulses which motivates & persuades a buyer to purchase products from a specific shop . This type of motive is merely based on subjective reasons. e.g. hair treatment from a particular saloon, purchase of monthly provisions from a particular shop etc.
    YKG / CBMR / 2011 -12

    Classification of customer buying motives.


    Rational patronage motives: e.g. when a buyer solicits a particular shop after following a logical reasoning of mind then it is called as rational patronage motive. Big Bazaar.

    YKG / CBMR / 2011 -12

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