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 What are the common buyingmotives of customers ?

“Buying motives are psychological, not logical”. Psychology is the

science which analyses and classifies the varying states of the humanmind. It is a science which studies the human mind. In his day-today 

contacts, the salesman meets various types of persons with different

requirements and reactions. Every time a prospect approaches, he

should size up or diagnose the prospect. Psychology plays an

important part of the salesmanship.

Buying motives are psychological, not logical. People react more

psychologically than logically. T o recognize this psy chological attitude

of customers, the salesman requires self-knowledge and empathy. The

salesman should ask why do people goods to the movie, why do they 

dance, why do they read magazines, why do they enjoy sports and

games, why do they look at themselves in mirrors and so on. The

salesman must discover prospects real and  deeper motiv es. If he

applies all these questions to himself, he may be able to get their

answers.

List of buying motives

(i) Product motiv es

Product buying motives are those that prompt the c onsumer or people

to buy because of physical and psychological product attributes. The

product might be appealing to his eyes, nose, ear, tongue and skin and

matching to his mind.

These physical and psychological attractions may be design, size,

colour, taste, package, price, versatility, safety, comfort, economy,

convenience and so on. These product buying motives may be either

‘emotional ’or rational. So classification is of much significance to

understand the very girth of buying motives.

Product emotional buying motives

Emotion is the excited state of feeling or mental agitation. Emotional

action is more quick, impulsive, and jerky without much thinking or

reasoning being applied. These actions are based on feelings or

passions. Emotional decision is not based on detailed study or plan but

it is the outcome of the spur of the moment. Emotional buying motives

pertaining to products can be

VIKRANT KHANNA

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1. Pride

2. Vanity 

3. Jealousy 

4. Fashion or imitation

5. Sex

6. Habits

7. Love and affection

8. Comfort

9. Aesthetic pleasure

10. Praise

11 . Product rational motives.

Human beings are both social and rational. They think before doing.

They have an outstanding ability of creative thinking and imaginative

uggling of environmental variable to their great benefit. It is

rationality that distinguishes a man from other animals. Reasoning is

predominant in host of his activities, actions and decisions. Rational

motives are based on reasoning or judgment. He has such product

rational buying motives.

1. Safety of fear

2. Suitability 

3. Durability 

4. Economy 

5. Convenience

6. V ersatility 

7. Prof it or cupidity 

8. Curiosity 

9. Recreation

10. Hobbies

(ii) Patronage motiv e

Patronage motives speak of the choice of a particular person, a

shopkeeper or an outlet for purchase. In other words, he has certain

motives to patronize or support and suggest a particular shop or a

store; these may be emotional and rational like those of productmotives.

(a) Patronage emotional motives- Patronage emotional motives are

 based on his wish or emotion or pulsive attitude. His decision to

support a store is not the outcome of reasoning and judgment. His

selection is founded on the casual factors and these are

(1) Appearance of the store

(2) Recommendation of friends and relatives

(3) Imitation

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(4) Prestige

(5) Habit

(b) Patronage rational motive

 All c ustomers are not emotional in supporting a particular store. They 

are rational. They think and judge before extending loyality to a

particular store. T he motives of this kind can be

(1) Proximity 

(2) Widest assortment

(3) Credit facilities

(4) T reatment

(5) Services offered

In the end a word of caution must be given that we have classified these

 buying motives as ‘product’ and ‘patronage’ and ‘emotional’ and

‘rational’. There can not be a water tight compartment for, a buying

motive can be both rational and emotional depending on the situation-

for instance appearance of store can be rational not necessarily 

emotional because a good store is known by its appearance amongother thing. Again proximity or ‘convenience’ can be more ‘emotional’

than ‘rational’. Thus, much depends on how one looks at them.

Jealousy 

Jealousy is an emotional motive of persons, the larger percent being

the ladies. It is feeling of hatred, envy or inferiority co mplex in matters

of beauty, wealth, achievement and possession. That someone else is

lucky, successful, deserving impress upon the neighbor, friends,

colleagues and relatives, people may be induced to buy sarees,

ornaments, refrigerators, cars, buildings, paintings, furniture etc. It

 will not be out of the place here to mention the advertisement by Onida

T.V. Company which says, ‘Neighbor’s Envy, Owner’s Pride ’.

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