What makes a consumer buy a product or service ??

WHAT MAKES A CONSUMER BUY A PRODUCT OR SERVICE ??

 INTRODUCTION

MOTIVE:- A motive may be defined as a drive or an urge for which an individual seeks satisfaction. It becomes a buying motive when a consumer seeks happiness through the purchase of something.

" Buying motives are those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of a good or a service."

                                                                                                 - D. J. Durian

MAIN BUYING MOTIVES

1. PHYSICAL, PSYCHOLOGICAL, AND SOCIOLOGICAL MOTIVES

• These buying motives are related to the satisfaction of basic human needs for subsistence, such as satisfaction with food, shelter, clothing, and security.
• The psychological buying motives relates to the need for prestige or self-preservation etc.
• The psychological buying motives are related to the reasons that exist and are expected in all social situations.

1. ACQUIRED OR INHERENT MOTIVES

• The acquired buying motives are the learned motives. They are influenced by environmental factors such as socio-economic conditions and education, such as financial information, work efficiency, profit facility, quality, beauty, fashion, etc.
• The inherent buying motives are present in an individual from their birth. It belongs to basic human instincts. these are influenced by hunger, thirst, sleep, desire, security, playing, entertainment, etc

1. PRIMARY OR SELECTIVE MOTIVES

• The primary motives increase the public demand for a specific product. The need for TVs, cars, mobiles, clothes, etc., falls under this category of primary buying motives.
• The selective buying motives influence the purchase of a specific brand. For instance, the demand for Sony TV, Apple smartphones, Skoda cars, Levi's clothes, etc., fall under this category.

      4. CONSCIOUS OR DORMANT MOTIVES

• The conscious buying motives are motives that the buyer identifies without any help from marketing functions like advertising, personal selling, or promotional tools. The conscious buying motive influences the presently existing needs of the consumer. Such explanations take shape within the subconscious of the consumer and are not affected by external environmental conditions.
• The dormant buying motives are silent and do not influence the buyer until marketing functions invite their attention. Thus, the dormant buying motives are related to the satisfaction of those needs created by the marketing functions. A consumer does not possess the knowledge of such conditions without the persuasion of marketing activities.

1. RATIONAL AND EMOTIONAL MOTIVES

• A consumer makes rational decisions for availing at least a few of the following advantages.

1. Where the buyer is more profitable
2. Where there is saving of time

• Where is uniformity in the products

1. Where the item is simple to operate
2. Where the prodeuct is of a good design
3. Where the product is readily available

• Emotional buying needs are related to motives to maintain health, security, better living, power, the satisfaction of needs, keeping a good image in the society, habits of purchasing, or collection of certain goods.

1. 6. PRODUCT OR PATRONAGE BUYING MOTIVES

• Product buying motives motivate a person towards purchasing unique products. This is generated by physical and psychological features of the product such as design, color, size, quality, etc.
• Patronage buying motives influence a person to purchase the goods or services of a specific seller, dealer, or producer if the consumer is satisfied with the product or service of a particular dealer/ seller because of certain advantages such as home delivery of goods purchased, a reasonable price, location of seller/ shop, etc.

IMPORTANCE OF UNDERSTANDING BUYING MOTIVES

Knowledge about buying motives is essential for the following reasons:-

1. The success of Salesmanship:-A salesman can only achieve success by knowing more about buying motives.
2. Product planning:- Knowledge about the buyer's motives facilitates product planning.

• Pricing of the product:- Buying motives help understand the customer's emotion to pay a high price reasonably.

1. Facilitates promotional planning:- Buying motives help select proper promotions to help influence sales.
2. Creation of Goodwill:- Seller can satisfy the consumer needs by learning their habits

CONCLUSION

The consumer is the king of the market, so businesses need to make consumers buy their goods or services. This helps understand the main motives of a consumer to earn loyalty & goodwill of the consumer.

REFERENCES

        Books:-      buying Behavior-Samar Ali

                           Why She Buys, By Bridget Brenner site. www.economic discussion.next