12/2/11 market: Buing Motives

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Buing Motives
A buying motive is the reason why the customer
purchase the goods. Notive is the driving force
behind to purchase the goods. So, motive
refers to thought, urge, feeling, emotion and
drive which make the buyer to react in the form
of a decision. Notivation explains the behaviour
of the buyer why they are going to buy the
goods. They buy the goods due to several
motives such as economic, social, psychological
etc. for example in winter seasons we are
motivate to purchase the woolen clothes to
protect from the cold. Likewise, we are
motivated to purchase the fans in summer
season to get the relief from the hot.
Knowledge of buying motive of customers is
important for the producers and suppliers. The
needs and desires of customers and their buying behaviour should be properly discussed. This will help
them to take proper step for drawing the attention and sale
the goods. So, buying motive is concerned with the reasons
that impulse the buyer to take the decision for the action. !t
motives or induces the customers that may be affected due
to several reasons such as pride, fashion, fear, safety, love
and affection, comfort and convenience and economy. After
analyzing and evaluating it, the producers as well as
suppliers can effort to develop the product and
advertisement creativity.
Different authors have classified buying motives in different
ways. According to Malin S.Hatrick, there are two
classifications.
a. Primar buing motives: Primary buying motives are
related to the basic needs of human being such as hunger,
thirst, sleep, sex etc. Due to these needs people get
motivated to purchase the goods.
b. Secondar buing motives: Secondary buying
motives are those, which are influenced by the society where he is born and lives. !t is created after
fulfilling the basic needs. These motives are curiosity, comfort, security, love and affection.
!t can be further classified under three main headings.
Classification of buing motives:
1. Emotional
a. love and affection
b. Curiosity
c. Fashion
d. Pride and Prestige
e. Sex and Romance
f. Fear
2. Rational
a. Economy
b. Utility
c. Comfort and convenience
d. Durability
e. Security
3. Patronage
a. Service Notive
b. Quality
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12/2/11 market: Buing Motives
2/4 marketstuding.blogspot.com/2010/03/buing-motives.html
c. Location
d. Store loyalty
e. Friendliness behaviour
1. Emotional Buing Motives: Buying
motives based on feelings or passions are
known as emotional buying motives. These
motives are not based on judgement, but they
purchase on the basis of motion. There are
some motivesfelements which are as follows.
a. Love and affection: !t is an important
buying motive which includes the buyers to
purchase the goods. Due to love and affection
to the children, we buy toys, dress biscuits
etc. A husband may buy saris and cosmetics for his wife due to the love and affection.
b. Curiosit: Curiosity is the desire for new experience which motivates the people to buy the specific
goods. Thus, to get the new experience, customers purchase the goods.
c. Fashion: !t is an important motive that can change the mind of the customers. Generally, customers
try to copy particularly the movie stars, sportsmen and athletes etc. So, all the producers advertise their
products with the help of these popular personalities.
d. Pride and prestige: Due to the pride and prestige in the society, customers purchase expensive and
luxuries goods in- order to maintain their status. They purchase toyota car, Karizma motorcycle, fifty-
nine inch colour television etc. to get the high position in the society.
e. Se and Romance: Sex and romance is
another important emotional buying motive
that induces the customers to purchase the
goods. Due to sex and romance, they
purchase fancy dress, cosmetic items,
perfumes, shaving lotions etc.
f. Fear: People are generally afraid of losing
their health, wealth and life. Thus, it
motivates to purchase the goods such as
insurance policy, hiring lockers in bank and
membership of health club etc. These goods
or services help them to avoid their fear.
2. Rational Buing Motives: Rational
buying motives are those which are based on
sound judgement. They purchase the goods
through proper testing, comparing and observing the goods on the basis of price, quality, durability etc.
This motive is important to the customers because it helps them to save the unnecessary cost. !t
includes the following motives.
a. Econom: Under this motives, the customer prefer that products which are more economy or cheap
in price. To get more profit and discount, customers purchase such goods. This element attract and
encourages the customers to buy such goods in large quantities.
b. Utility: Customers want to purchase that goods which have more or higher utility. Utility satisfies the
wants of the customers.
c. Comfort and convenience: Every people has the desire to live in comfort and convenient way as a
result they get motivated to purchase such goods which provide comfort and convenience. Customers
purchase T.v., DvD, motorcycle, washing machines, heater, cooler, sofa set etc. for their pleasure and
comfort.
d. Durability: !t is another element of rational buying motive. Due to the durability of the products,
customers are motivated to purchase the goods for example toyota car, pulsar motorcycle, sony Tv etc
are purchased due to their durability to use.
e. Security: !t is important to the people. People are not feeling secure from the floods, earthquakes,
theft, docoits etc. in the society. So, the customers purchase the key lockers, open the bank Afc and
keep the watchman etc to be secured.
3. Patronage Buing Motive: When the customers purchase the goods or services on the basis of
particular place, special discount, present price, decoration, behaviour and behaviour and other facilities
are known as patronage buying motives. Following points are discussed under this motive.
a. Service motive: Service is an important motive which inspires the customers to purchase the goods.
Customers purchase the goods to get the services, such as credit facility, home delivery facility, free
installation, free repair and maintenance services.
b. Qualit: Due to the quality of the goods, customers are motivated to purchase certain goods or
services. !f products assure the quality, the customers are even ready to pay the higher price of such
goods.
c. Location: Location also affects to purchase the goods. Customers prefer to buy those goods which
are easily available near their home or locality.
d. Store loalt: Store loyalty is another important element which plays significant role in buying motive.
We purchase different goods due to the loyalty of the store such as attractive appearances, trust in
weight, quality, price etc.
e. Friendliness behaviour: Friendliness behaviour of salesman also affects the customers to purchase
12/2/11 market: Buing Motives
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the goods from the same suppliers which is
also discussed under the patronage buing
motives.
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POSTED BY KUMAR GAUTAM SUNDAY, MARCH 21, 2010
12/2/11 market: Buing Motives
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