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.
As a marketer, it is important to understand that the consumer is not going to buy the product as a result of your persuasion but due to your ability to arouse their motives. In order to succeed in this, you need a deep understanding of the instincts, the feelings, thoughts, and the emotions that determines the decision to purchase.
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 customer is prompted to buy one product as opposed to the other by the product buying motives. In most cases, these are physical factors such as appearance (color, size, texture, package, dimension, and shape), weight, price, and the physiological attributes such as its role in enhancing the social well-being.
According to the emotional product buying motivations, the emotional factors such as affection, hunger, thirst, need tor belonging, self-esteem, pride, emulation, habit, comfort, and the desire to be distinct. The desire to appeal sexually to the others also falls under this category
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.
Under the emotional motivations, the particular reasons that make a buyer patronize a seller without relying on reasons or rational consideration. The factors such as the arrangement of products in the shop, the service given, habit, imitation, prestige, and shop appearance are some factors under this category.
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.
As a leader or a member of sales team, it is important to understand and use the classifications of the buying motivations to your advantage. The success of your team depends on how well you understand the consumers and be able to appeal to them. You have to appeal to appeal their motives in order to win more sales.
As a marketer, it is important to understand that the consumer is not going to buy the product as a result of your persuasion but due to your ability to arouse their motives. In order to succeed in this, you need a deep understanding of the instincts, the feelings, thoughts, and the emotions that determines the decision to purchase.
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 customer is prompted to buy one product as opposed to the other by the product buying motives. In most cases, these are physical factors such as appearance (color, size, texture, package, dimension, and shape), weight, price, and the physiological attributes such as its role in enhancing the social well-being.
According to the emotional product buying motivations, the emotional factors such as affection, hunger, thirst, need tor belonging, self-esteem, pride, emulation, habit, comfort, and the desire to be distinct. The desire to appeal sexually to the others also falls under this category
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.
Under the emotional motivations, the particular reasons that make a buyer patronize a seller without relying on reasons or rational consideration. The factors such as the arrangement of products in the shop, the service given, habit, imitation, prestige, and shop appearance are some factors under this category.
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.
As a leader or a member of sales team, it is important to understand and use the classifications of the buying motivations to your advantage. The success of your team depends on how well you understand the consumers and be able to appeal to them. You have to appeal to appeal their motives in order to win more sales.
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