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 product buying motives are the factors that induce or prompt the customer to choose a particular product as oppose to the other. This may include the physical considerations such as shape, design, color, size, price, performance, package, and, dimension among others. It can also involve the physiological attraction traits of the products such as its contribution to enhance the social prestige of the user.
Under the emotional product buy motivations are factors such as prestige, pride, emulation, imitation, comfort, affection, ambition, habit, thirst, hunger, need for sexual appeal, and the need to be unique or be distinct. Generally, these are not facts but just emotional considerations.
The second subdivision of product purchasing inspirations is the reasonable (rational) product purchasing choices. This is when cognizant thought and rationale goes into the methodology of choice making. The choice is in view of certainties instead of feelings. Under this category, there are factors like economic and financial considerations, durability, versatility, utility, and safety issues.
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.
Ideally, the sales person has to understand the consumer motives and strategically design their marketing plan in order to win most of the purchases. It is a wide area and requires careful planning and consideration in order to gain from this field of marketing.
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 product buying motives are the factors that induce or prompt the customer to choose a particular product as oppose to the other. This may include the physical considerations such as shape, design, color, size, price, performance, package, and, dimension among others. It can also involve the physiological attraction traits of the products such as its contribution to enhance the social prestige of the user.
Under the emotional product buy motivations are factors such as prestige, pride, emulation, imitation, comfort, affection, ambition, habit, thirst, hunger, need for sexual appeal, and the need to be unique or be distinct. Generally, these are not facts but just emotional considerations.
The second subdivision of product purchasing inspirations is the reasonable (rational) product purchasing choices. This is when cognizant thought and rationale goes into the methodology of choice making. The choice is in view of certainties instead of feelings. Under this category, there are factors like economic and financial considerations, durability, versatility, utility, and safety issues.
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.
Ideally, the sales person has to understand the consumer motives and strategically design their marketing plan in order to win most of the purchases. It is a wide area and requires careful planning and consideration in order to gain from this field of marketing.
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