Define Buying motives. What are Emotional and Rational motives, Product and Patronage motives, Inherent and Learned motives, Psychological and Social buying motives?
Define Buying motives. What are Emotional and Rational motives, Product
and Patronage motives, Inherent and Learned motives, Psychological and Social
buying motives?
BUYING MOTIVES
It is the buying motives which induce a consumer to buy a particular product. A lady may buy a sari for physical protection or for wearing something to look beautiful or as a status symbol. Thus buying motive is a strong feeling, instinct, desire or emotion that make the buyer buy a product. According to D J DUNCAN, “ buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods and services.” In short, a buying motive is the reasons why buyers buy.
Types of buying motives:
Buying motives are of four types.
(1) Emotional and Rational motives.
(2) Product and Patronage motives.
(3) Inherent and Learned motives.
(4) Psychological and Social buying motives.
EMOTIONAL AND RATIONAL MOTIVES
It is the buying motives which induce a consumer to buy a particular product. A lady may buy a sari for physical protection or for wearing something to look beautiful or as a status symbol. Thus buying motive is a strong feeling, instinct, desire or emotion that make the buyer buy a product. According to D J DUNCAN, “ buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods and services.” In short, a buying motive is the reasons why buyers buy.
Types of buying motives:
Buying motives are of four types.
(1) Emotional and Rational motives.
(2) Product and Patronage motives.
(3) Inherent and Learned motives.
(4) Psychological and Social buying motives.
EMOTIONAL AND RATIONAL MOTIVES
EMOTIONAL MOTIVES
When a consumer decides to buy without much logical thinking, his decision is said to be emotional. Emotional buying motives are the motives which are affected by the feeling of heart. The emotional motives are of the following types.
Sex or Romance Motive: Fancy clothes, cosmetics, perfumes, etc. are in great demand on account of the instinct of sex or a desire to attract the opposite sex. Men dress in their best to appeal to women; and women put attractive jewellery, fancy clothes, hairdos, pleasing perfumes, and make-up in a modern style to appeal to men. Some examples of appeals made are:
“ Every woman has a right to look younger than she is”
“It gives your face a sex appeal”
Love of Others(Affection Motives): This motive plays an important part when parents purchase all kinds of things for their children like a toy, fancy garments, and other presents and take insurance policies to make provision for their future. Examples of its appeals are:
“ Because you love them; protect them”
“Wise mothers give their family a nourishing breakfast”
Social Acceptance Motive: Every individual wants to have respect and acceptance from the group to which he belongs. Taking advantage of this motive the marketers use appeals such as:
“ Your neighbours shops here-you should too”
“ It makes you nice to be near all days”
Vanity Motive: People like to feel important in the society, among friends, in association and clubs, to achieve status symbols. Hence ladies purchase costly costumes, jewellery or join expensive clubs, have expensive home decoration object. Men purchases television, costly furniture, air conditioners, scooters, cars, perfumes, and other various goods. Appeals are made as to the following:
“ Be the first to own one”
“Designed exclusively with you in mind.”
Recreation and Relaxation Motive: People purchase sports and games materials, indoor game, horse racing, tickets for cinema, record players, magazines, etc. examples of appeals are:
“Quiet heaven for you to spend your holidays-come and stay at Ashoka.”
Curiosity Motive: Adolescent boys and girls and even adults are curious about certain things such as old paintings, old coins, blue films, cabaret dancers, etc. Examples of appeals are:
“Adults only”
“Something new has been added-come and see”
Emulate Motive: Some people are motivated to buy what is reported to be used by great people whose opinions matter. For Example; Sachin Tendulkar says,
“ Boost is the secret of my energy.”
Comfort and Convenience Motive: Most people like to do everything in an easy way and comfort. Hence this motive may be well exploited by the marketers particularly for selling luxury items like washing machine, vacuum cleaners, pressure cookers, electric irons, air conditioners, electric oven, etc.
RATIONAL MOTIVES
When a consumer decides to buy without much logical thinking, his decision is said to be emotional. Emotional buying motives are the motives which are affected by the feeling of heart. The emotional motives are of the following types.
Sex or Romance Motive: Fancy clothes, cosmetics, perfumes, etc. are in great demand on account of the instinct of sex or a desire to attract the opposite sex. Men dress in their best to appeal to women; and women put attractive jewellery, fancy clothes, hairdos, pleasing perfumes, and make-up in a modern style to appeal to men. Some examples of appeals made are:
“ Every woman has a right to look younger than she is”
“It gives your face a sex appeal”
Love of Others(Affection Motives): This motive plays an important part when parents purchase all kinds of things for their children like a toy, fancy garments, and other presents and take insurance policies to make provision for their future. Examples of its appeals are:
“ Because you love them; protect them”
“Wise mothers give their family a nourishing breakfast”
Social Acceptance Motive: Every individual wants to have respect and acceptance from the group to which he belongs. Taking advantage of this motive the marketers use appeals such as:
“ Your neighbours shops here-you should too”
“ It makes you nice to be near all days”
Vanity Motive: People like to feel important in the society, among friends, in association and clubs, to achieve status symbols. Hence ladies purchase costly costumes, jewellery or join expensive clubs, have expensive home decoration object. Men purchases television, costly furniture, air conditioners, scooters, cars, perfumes, and other various goods. Appeals are made as to the following:
“ Be the first to own one”
“Designed exclusively with you in mind.”
Recreation and Relaxation Motive: People purchase sports and games materials, indoor game, horse racing, tickets for cinema, record players, magazines, etc. examples of appeals are:
“Quiet heaven for you to spend your holidays-come and stay at Ashoka.”
Curiosity Motive: Adolescent boys and girls and even adults are curious about certain things such as old paintings, old coins, blue films, cabaret dancers, etc. Examples of appeals are:
“Adults only”
“Something new has been added-come and see”
Emulate Motive: Some people are motivated to buy what is reported to be used by great people whose opinions matter. For Example; Sachin Tendulkar says,
“ Boost is the secret of my energy.”
Comfort and Convenience Motive: Most people like to do everything in an easy way and comfort. Hence this motive may be well exploited by the marketers particularly for selling luxury items like washing machine, vacuum cleaners, pressure cookers, electric irons, air conditioners, electric oven, etc.
RATIONAL MOTIVES
When a buyer decides to buy after careful consideration or logical thinking, his decision is said to be rational. Thus rational buying motives are motives where a consumer decides on purchasing a product by his head and mind. In making rational purchases, the consumer considers price, durability, dependability, efficiency, convenience, etc.
Rational motives are of the following types: Monetary Gain: Almost all buyers would like to get monetary benefits or to purchase better products at a comparatively low cost. Some Examples of appeals made are:
“ Shop at ours, get the choicest product at the cheapest price”.
“ A bumper sale at 20% discount.”
Efficiency in Operation and Use: Most buyers buy products which function efficiently and effectively. For example, knife sharpeners, razors, grinders in the kitchen and offices, etc. Examples of appeals made are:
“ Fabrics that never needs ironing”.
“ Push-button control”.
Dependability Motive: It compels an individual to buy to satisfy his desire to obtain quality goods of reliable and durable nature. Example of appeals made are:
“ A life partner”.
“ It is most dependable for health”.
PRODUCT AND PATRONAGE MOTIVES
Rational motives are of the following types: Monetary Gain: Almost all buyers would like to get monetary benefits or to purchase better products at a comparatively low cost. Some Examples of appeals made are:
“ Shop at ours, get the choicest product at the cheapest price”.
“ A bumper sale at 20% discount.”
Efficiency in Operation and Use: Most buyers buy products which function efficiently and effectively. For example, knife sharpeners, razors, grinders in the kitchen and offices, etc. Examples of appeals made are:
“ Fabrics that never needs ironing”.
“ Push-button control”.
Dependability Motive: It compels an individual to buy to satisfy his desire to obtain quality goods of reliable and durable nature. Example of appeals made are:
“ A life partner”.
“ It is most dependable for health”.
PRODUCT AND PATRONAGE MOTIVES
PRODUCT MOTIVES:
It refers to those influences and reasons which make the consumer buy a certain product in preference to another. Product motives are of two types:
Primary Product Motives: These motive induce a consumer to purchase a general class of the product. These motive relate to the basic needs of people like hunger, thirst, sleep, etc.
Selective Product Motives: These motives determine a particular brand or item will be purchased from the general class.
Suppose a professor wants to purchase a scooter but his wife decides to have a refrigerator. They may decide to purchase a scooter. The decision to purchase a scooter is the primary product motive. Once a decision to purchase a scooter is made an additional decision must be made regarding the brand, colour, and model of the scooter to be purchased. The factor which influences the decision to buy a particular scooter(eg. Bajaj) from among various brands or models is known as Selective Product Motive.
PATRONAGE MOTIVE:
These are those motives which determine where or from whom products are purchased. These are the considerations which induce a buyer to buy goods from specific shops. Following are the key patronage motives:
Price: As income is limited, an individual would like to purchase cheap products or at discount. Hence following price appeals attract him:“ price slashed by 30%”.“ old price Rs 350. Today’s price Rs.190 only”.
Location: Nearest to one’s residence may induce people to buy from a particular store which may say:“ Location in the heart of the city, accessible from all sides”.
Quality: It appeals some customers to buy standard quality goods, even if costly, The usual appeals are.“ We guarantee price back if the quality is found inferior”. “We guarantee every product we sell”.
Variety: Some people may buy products from a particular shop because of the variety of goods available there. Hence the following appeal attracts buyers.“We have the largest selection in town”.
Services: Services like home delivery, credit, goods gift, free services etc.may induce people to buy products. Examples of appeals are:
“ Free home delivery within the town”
“We service what we sell”
Personality of the Owner or Salesmen: Even the personality of the owner or salesmen may induce some people to buy goods from a particular store.
INHERENT AND LEARNED MOTIVES
It refers to those influences and reasons which make the consumer buy a certain product in preference to another. Product motives are of two types:
Primary Product Motives: These motive induce a consumer to purchase a general class of the product. These motive relate to the basic needs of people like hunger, thirst, sleep, etc.
Selective Product Motives: These motives determine a particular brand or item will be purchased from the general class.
Suppose a professor wants to purchase a scooter but his wife decides to have a refrigerator. They may decide to purchase a scooter. The decision to purchase a scooter is the primary product motive. Once a decision to purchase a scooter is made an additional decision must be made regarding the brand, colour, and model of the scooter to be purchased. The factor which influences the decision to buy a particular scooter(eg. Bajaj) from among various brands or models is known as Selective Product Motive.
PATRONAGE MOTIVE:
These are those motives which determine where or from whom products are purchased. These are the considerations which induce a buyer to buy goods from specific shops. Following are the key patronage motives:
Price: As income is limited, an individual would like to purchase cheap products or at discount. Hence following price appeals attract him:“ price slashed by 30%”.“ old price Rs 350. Today’s price Rs.190 only”.
Location: Nearest to one’s residence may induce people to buy from a particular store which may say:“ Location in the heart of the city, accessible from all sides”.
Quality: It appeals some customers to buy standard quality goods, even if costly, The usual appeals are.“ We guarantee price back if the quality is found inferior”. “We guarantee every product we sell”.
Variety: Some people may buy products from a particular shop because of the variety of goods available there. Hence the following appeal attracts buyers.“We have the largest selection in town”.
Services: Services like home delivery, credit, goods gift, free services etc.may induce people to buy products. Examples of appeals are:
“ Free home delivery within the town”
“We service what we sell”
Personality of the Owner or Salesmen: Even the personality of the owner or salesmen may induce some people to buy goods from a particular store.
INHERENT AND LEARNED MOTIVES
INHERENT MOTIVE:
These are those which come from the physiological or basic needs such as hunger, thirst, sleep, sex, etc. these are the motives for the satisfaction of which a consumer makes his best efforts and if these motives are not satisfied he feels mental tension.
LEARNED MOTIVES:
These are those which come from the physiological or basic needs such as hunger, thirst, sleep, sex, etc. these are the motives for the satisfaction of which a consumer makes his best efforts and if these motives are not satisfied he feels mental tension.
LEARNED MOTIVES:
Learned motives are those which are acquired or learned by a consumer from the environment and education. These motives are social status, social acceptance, fear, security etc.while satisfying learned motives, the consumer does not consider even the price of the product.
PSYCHOLOGICAL AND SOCIAL BUYING MOTIVES
PSYCHOLOGICAL BUYING MOTIVE:
PSYCHOLOGICAL AND SOCIAL BUYING MOTIVES
PSYCHOLOGICAL BUYING MOTIVE:
These are those which are driven by internal psychological processes like learning, perception, and attitude.
SOCIAL MOTIVE:
SOCIAL MOTIVE:
Man is a social being. He cannot live away from the influence of society. His consumption motives are shaped by his interactions with members of his family and society. Thus social motives are those motives which are influenced by the society in which consumers live.
Define Buying motives. What are Emotional and Rational motives, Product and Patronage motives, Inherent and Learned motives, Psychological and Social buying motives?
![Define Buying motives. What are Emotional and Rational motives, Product and Patronage motives, Inherent and Learned motives, Psychological and Social buying motives?]()
Reviewed by enakta13
on
September 04, 2019
Rating: