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Reasoning vs. Emotion
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Buying Motives & Comparison Shopping
Introduction to Business & Marketing
Today’s ObjectivesUnderstand consumer buying motives.Compare buying motives based on
reasoning to buying motives based on emotion.
Practice comparison shopping in order to determine the best buy among products and services.
Buying MotivesReasoning vs. Emotion
Based on Reasoning Price Convenience Safety Health Quality Guarantee /
Warranty
Based on Emotion Style Color Family / Peer
Approval Celebrity
Endorsement Power
Smart Shopping…
Savvy Shoppers Take your time before
purchasing. Time your purchase for
best pricing. Avoid impulse buying.
Comparison ShoppingSmart shoppers know how to…
Compute per unit cost. Sometimes
prices vary by size.
Read labels for the size / weight of each product.
Figure out how much you are paying per unit.
Peanut Butter – Brand A8 oz.$1.60 per jar
Peanut Butter – Brand B20 oz.$3.00 per jar
Compare Sales Promotional Sales
Limited-time offer that may happen once or on a recurring basis“30% off entire store – this week only!”
Clearance SalesFinal offer used to quickly sell the remaining stock of products“30% off the lowest marked price”
Research ProductsTypes of Merchants
Full-service Discount Specialty Outlet Supermarket Warehouse Convenience
Stores
Review AssurancesWarranties
Costco vs. Best BuyGuarantees
Satisfaction Guarantee?
Confessions of a Shopaholic…