Buying Motives

Buying Motives Of Consumers

There are different kinds of consumers. So, their wants and needs are also different. They buy goods or services to satisfy their needs. The causes and factors which stimulate consumer to buy certain goods or services is called buying motives. In fact, the motivating factor to direct consumer behavior is buying motives.

Emotional Buying Motive
Emotional buying motive depends on the emotion, feeling and attitude of the consumers. This type of motive is purely a psychological aspect of a person. This type of buying motive may be different from person to person. Under this include:
* Fear
* Love and affection
* Curiosity
* Fashion

Rational Buying Motive
All the consumers do not buy any goods or services with emotional motive. They become thoughtful, consider carefully their needs, priority, financial capacity etc. study and analyze the necessity, utility, price etc. of the goods or services. Then they make final decision to buy or not. The consumers become logical, rational, apt and knowledgeable. Such quality of the customers can be seen in their buying decision. The customers buy goods or services considering cheapness, health and security, utility, comfortable etc.

Prestige Motive
Prestige motive is related with the want of consumers for promotion of self-image and protection of their ego. Under this, vanity and pride are motives of consumers.

Patronage Motive
Patronage motive describes why certain customers buy specific brand goods, but not other brands and always buy necessary goods only from particular shop. So, under this motive include brand loyalty and store loyalty.

In pure terms they are biological needs that humans need to survive. These include the needs for food, drink and shelter. They come at the bottom of Maslow's hierarchy of needs.They are differentiated from Psychogenic needs which are the emotional needs of humans such as love and self actualisation.

GHOST SHOPPING

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