Buying-Motives.pdf

CONSUMER BEHAVIOUR AND

MARKET RESEARCH

Prof. Yogesh Gurav

Objectives

1. Explain why customers buy.

2. Classify customer buying motives.

YKG / CBMR / 2011 -12

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.

Classification of customer buying motives.

YKG / CBMR / 2011 -12

Rational

• Reason

• Judgment

• Logic

Emotional

• Feelings

• Emotions

• Impulses

Patronage

• Can be

rational or

emotional

Classification of customer buying motives.

YKG / CBMR / 2011 -12

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.

Classification of customer buying motives.

YKG / CBMR / 2011 -12

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 buyer’s 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 .

Classification of customer buying motives.

YKG / CBMR / 2011 -12

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.

Classification of customer buying motives.

YKG / CBMR / 2011 -12

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.