The choice to make a purchase or not to come from a complex decision-making process ordinarily impacted some factors. These elements are a mix of enthusiastic contemplations and actualities and can be classified and discussed separately for the benefits of marketers. They are the buy motives that determines if the customer is to buy a particular product and from a particular seller.
A consumer will not purchase a product because he/she has been persuaded by the salesperson, but because the sales person has aroused the desire in him/her. The sales team has to understand the feelings, instincts, emotions, and thoughts that have a role in arousing the customer's purchasing decisions.
The marketers normally classify these motives into two main categories; product and patronage. These are further subdivided into emotional and rational considerations under which the ideal motivations are discussed. Each of the motivation is unique and requires that the marketer plan to take advantage of it depending on the customer profiling.
The product buying motives are the factors that induce or prompt the customer to choose a particular product as oppose to the other. This may include the physical considerations such as shape, design, color, size, price, performance, package, and, dimension among others. It can also involve the physiological attraction traits of the products such as its contribution to enhance the social prestige of the user.
The emotional product buy motivations include pride and prestige, imitation and emulation, affection, desire for comfort, sexual attraction (desire to be attractive to members of opposite sex), ambition, distinctiveness, pleasure, thirst, hunger, and habit among others.
The rational product buying motivations on the other hands refers to decisions to purchase a product affect careful consideration. It involves logic and conscious consideration in purchasing decisions. The examples include the security or safety considerations, economic and financial decisions, low prices, suitability, versatility and utility, product durability, and product convenience among others.
The patronage motives form the other category. It basically focuses on why a customer may buy from a particular dealer or shop and not from other outlets. It tries to clarify why the purchaser disparages one merchant, and not the other. This is likewise further subdivided into rational and emotional motivations.
In the emotional classification, the factors that make the buyer purchase the products from a particular shop without reasoning or applying his mind are discussed. These could be the shop appearance, the manner in which goods are displayed in the shop, reference by others, prestige, imitation, and habit among others.
The rational patronage on the other hands focuses on patronage decisions that are based on reasoning, analysis, and rational considerations. In this category, the issues like prices, the convenience, reputation, credit facility, efficiency, and reputation are some of the motivations.
Ideally, the sales person has to understand the consumer motives and strategically design their marketing plan in order to win most of the purchases. It is a wide area and requires careful planning and consideration in order to gain from this field of marketing.
A consumer will not purchase a product because he/she has been persuaded by the salesperson, but because the sales person has aroused the desire in him/her. The sales team has to understand the feelings, instincts, emotions, and thoughts that have a role in arousing the customer's purchasing decisions.
The marketers normally classify these motives into two main categories; product and patronage. These are further subdivided into emotional and rational considerations under which the ideal motivations are discussed. Each of the motivation is unique and requires that the marketer plan to take advantage of it depending on the customer profiling.
The product buying motives are the factors that induce or prompt the customer to choose a particular product as oppose to the other. This may include the physical considerations such as shape, design, color, size, price, performance, package, and, dimension among others. It can also involve the physiological attraction traits of the products such as its contribution to enhance the social prestige of the user.
The emotional product buy motivations include pride and prestige, imitation and emulation, affection, desire for comfort, sexual attraction (desire to be attractive to members of opposite sex), ambition, distinctiveness, pleasure, thirst, hunger, and habit among others.
The rational product buying motivations on the other hands refers to decisions to purchase a product affect careful consideration. It involves logic and conscious consideration in purchasing decisions. The examples include the security or safety considerations, economic and financial decisions, low prices, suitability, versatility and utility, product durability, and product convenience among others.
The patronage motives form the other category. It basically focuses on why a customer may buy from a particular dealer or shop and not from other outlets. It tries to clarify why the purchaser disparages one merchant, and not the other. This is likewise further subdivided into rational and emotional motivations.
In the emotional classification, the factors that make the buyer purchase the products from a particular shop without reasoning or applying his mind are discussed. These could be the shop appearance, the manner in which goods are displayed in the shop, reference by others, prestige, imitation, and habit among others.
The rational patronage on the other hands focuses on patronage decisions that are based on reasoning, analysis, and rational considerations. In this category, the issues like prices, the convenience, reputation, credit facility, efficiency, and reputation are some of the motivations.
Ideally, the sales person has to understand the consumer motives and strategically design their marketing plan in order to win most of the purchases. It is a wide area and requires careful planning and consideration in order to gain from this field of marketing.
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