Buying Motives of Consumer
The buying decision of consumers is stimulated by certain buying motives that induce the customers to buy the product. The buying motives are induced because of a need that causes anxiety and restlessness among the consumers where they have to put in efforts to the suitable product for satisfying their need.
The buying motive of the customer gets satisfied by the purchase of the commodity. There is always a buying motive behind every sale could be intrinsic or extrinsic, which is generated either internally or externally.
Table of Content
- 1 Buying Motives of Consumer
- 2 Different Types of Motives
which are explained as follows:
- Internal motivation is what drives us to make decisions based on our wants or needs. These needs lead to certain actions and behaviour towards the outcome of satisfying the need or want. For example, an individual wants to purchase the latest iPhone and replace his older model smart phone
- External motivation is driven by external factors of our environment. There is a desire for buying something for avoiding risk or uncertainty based on rules and regulations or social pressure. For example, a person needs to buy a helmet for their bike as required by law.
According to W. J. Stanton, “A motive may be defined as a drive or an urge for which an individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase of something.” Motives are what influence the customers and create an impulse to buy, induce action or determine choice in the purchase of goods or services. It provides the reason for the customer to purchase the commodity.
The buying motives can be:
These are concerned with the basic needs of individuals that motivate them to make a purchase decision. Their motive is influenced by the society where he is born and lives. The examples are the need to satisfy hunger, thirst, sleep, shelter, entertainment and more.
These are motives that are influenced by the society and it is linked with social or identity factors. An example is the involving emotional, rational, patronage and more factors.
Different Types of Motives
The product motives relate to the product that induces the customers to buy the product. These motives can be due to various nature of the product that can be classified as:
Emotional Product Motive
These induce individuals emotionally because of which he buys the product without analysing and evaluating its attributes. The reason for buying the product by the person is because he is linked emotionally to it. The different emotional feelings that invoke emotional product motives are love, pride fear, comfort, ego, habits and more.
Rational Product Motive
Rational motives are motives that are concerned with the logical analysis of different aspects of the product. A rational evaluation of various product alternatives is made by the customer in order to determine its want satisfying potential, once he is satisfied only then he buys the product. Various utility attributes of the product involves credit facilities, transportation facilities, and more.
Operational Product Motives
Operational motives are influenced by satisfaction derived from the function or physical utility of the product. The product is purchased due to its efficiency in performing the functions and its ability in being used for many functions.
Socio-psychological Product Motive
The socio-psychological motives refer to the motives that are psychological and linked to society. The customer buys the product because of the prestige level that is attached to it and buying the product is perceived high in society. The product is evaluated based on its social status and prestige and it can satisfy the psychological needs of the buyer.
The patronage motives are the reasons of consideration in terms of benefits and logical reasons that make a customer buy from a particular place. The patronage motive can be further classified as:
Emotional Patronage Motive
Many a time consumers have their reasons for buying goods from a particular place. These reasons can be purely subjective such as:
- The appearance of the store
- Display of goods inside the store
- Recommendations from Influencers
Rational Patronage Motive
The rational motives are based on the benefits and the logical reasons that a customer has for buying the goods from a particular place only.
Here, the customer is aware of the potential benefits in terms of:
- Wide variety and option of goods
- Low price and good quality of goods
- Availability of credit facilities
- The efficiency of sale person
- After sales service
- The reputation of the shop
- Previous experience in dealing with same shop or retailer
Therefore, it is seen that the motives have a significant influence on consumer behaviour. The organisation needs to develop a clear understanding of the product and patronage buying motives as well as strategies for attracting the customers to their shops and building their loyalty.