In order to purchase a given item, a person is influenced by a combination of facts and the emotional states that generates the feeling of making the purchase and deciding to purchase one item as opposed to the other. The marketing team of a given business organization has the responsibility to take into account the key buy motives and use them strategically to enhance their sales within a target consumer group.
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 have been able to classify the customer purchase motives into two broad categories. These are the product based decisions and the patronage buying motivations. Each of these categories is further broken down to either the emotional or rational considerations.
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.
The emotional product buy motivations include pride and prestige, imitation and emulation, affection, desire for comfort, sexual attraction (desire to be attractive to members of opposite sex), ambition, distinctiveness, pleasure, thirst, hunger, and habit among others.
The other subdivision of product buying motivations is the rational product buying decisions. There is where conscious consideration and logic goes into the process of decision-making. The buy decision is based on facts rather than emotions. Some examples include durability, convenience, economics, safety issues, low prices, versatility, and utility.
The other classification is the patronage motives that mainly focus on the shop or the seller from where the customer chooses to purchase. It seeks to explain why the buyer patronizes one seller and not the other seller. This is also further subdivided into emotional patronage and the rational patronage.
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 motivations are those motivations that arise when the buyer patronizes one shop as opposed to others after a careful consideration. It involves careful thinking and proper reasoning before opting for one seller against the other. Some of the factors in this category include convenience, lower price by the shop, the credit facilities offered, efficiency, service offered, treatment, a wide range of products and reputation among others.
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 have been able to classify the customer purchase motives into two broad categories. These are the product based decisions and the patronage buying motivations. Each of these categories is further broken down to either the emotional or rational considerations.
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.
The emotional product buy motivations include pride and prestige, imitation and emulation, affection, desire for comfort, sexual attraction (desire to be attractive to members of opposite sex), ambition, distinctiveness, pleasure, thirst, hunger, and habit among others.
The other subdivision of product buying motivations is the rational product buying decisions. There is where conscious consideration and logic goes into the process of decision-making. The buy decision is based on facts rather than emotions. Some examples include durability, convenience, economics, safety issues, low prices, versatility, and utility.
The other classification is the patronage motives that mainly focus on the shop or the seller from where the customer chooses to purchase. It seeks to explain why the buyer patronizes one seller and not the other seller. This is also further subdivided into emotional patronage and the rational patronage.
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 motivations are those motivations that arise when the buyer patronizes one shop as opposed to others after a careful consideration. It involves careful thinking and proper reasoning before opting for one seller against the other. Some of the factors in this category include convenience, lower price by the shop, the credit facilities offered, efficiency, service offered, treatment, a wide range of products and reputation among others.
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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