CONSUMER BUYING MOTIVES
The modern concept of marketing considers the customer as the king or prime as satisfaction and delight of customer is the ‘mission of a business. is the customer who shapes the production and ma4eting policies of the rm. A marketer should understand this fact if he is to beuccess in this mission. He must have sufficient knowledge about the customers to whom he s going to sell. He must try to understand the nature of customers, their this and their buying motives if he is to win permanent customers.
A buying motive induces a buyer to buy a product. It is an influence or consideration which provides an impulse to buy. There is a buying motive hind every purchase. It may not be the same with every buyer One buyer away purchase a product to satisfy his one need and another may purchase a product to satisfy an altogether different nerd. Therefore, it is necessary for áe marketer to identify the buying motives of different kinds of customers. Fr this he must study the psychology of the customer and design his market-
-mix accordingly. Maslow’s need hierarchy which explains buyer’s motives as been discussed later in this chapter.
types of Buying Motives,
There are three considerations which make a person purchase a product:
& He has a desire which needs to be satisfied ; (ii) He has an urge which Nueces him to purchase ; and (iii) He has a reasoning.
Broadly speaking, individuals are motivated to buy by internal and renal forces as under:
Internal motives often originate in the minds of the people and are both typical and psychological in nature. They are broadly classified into two rational which are based on logical reasoning or thinking and amoral , which are based on personal feelings.
External motives are outside oneself. Since a consumer is the product iiss environment, his buying motives are influenced by the external factors. us factors like income, occupation, religion, culture, family and social ‘environment act as motivators.
Buying motives. may also be classified on the basis of product and patronage.
1. Product Motives. These explain why people buy certain products. motives result directly from the needs of customers. Product motives be of two kinds:
(A) Primary buying motives relate to the reasons why consumers buy one foods rather than another Such motives result directly from the needs and wants, and include the d 3ire to achieve recognition, physical well- preservation of self-image, relaxation, beauty, knowledge, money gain. The seller must discover the customer’s primary motives (for they are unaware of these) and then direct has appeal as effectively as possible.
(b) Selective buying motives relate to causes that induce a consumer€ purchase certain class of quality goods. Selection is based on such motives the desire for both economy and convenience. Some of the most com
selective buying motives include desire for convenience, versatility, econ dependability and durability.
2. Patronage Motives. These cause a customer to buy products for. particular manufacturer or retailer. Important patronage motives are the. concerned with fashion, exclusiveness, dependable after-sales service, vengeance of location, quality, price, reliability of the seller, punctuality delivery, variety of selection, etc. When a person decides to buy a particular product or patronize particular retailer, he may be guided by rational or emotional motives as cussed below.
Rational Motives (Economic Considerations)
These motives are based on a man’s reasoning, logic and ability consideration of economic consequences. They include the immediacy monetary cost, and long-range cost effecting the buyer such as economy durability, depreciation, efficiency, degree of labor needed, dependability and ultimate benefits achieved.
Emotional Motives (Psychological Considerations)
Emotional buying motives are based on personal feelings and cover a we range of motives including impulses, instincts, habits and drives, etc. The motives include pleasure, comfort, status, pride, ambition, economic e social achievement, selection of gifts, maintaining and preserving heath satisfaction of appetite, proficiency, romantic instinct, social accepted recreation and relaxation, etc. Emotional motives are found more among people of high income group TV, Air Conditioner, Refrigerator, Washing Machine,. Geyser, Car, etc. a generally bought to satisfy emotional motives.
