In business, a prospect who feels they are losing their market share or losing out on new opportunities may be motivated by fear of loss. Many buyers are proud of possessing some product i. Advertising is also used to support the morale of staff by validating the quality of their employer. Buying motive means that the customer requires a particular product to fulfill a certain need. Consumers invest their time in extensive research and are actively involved in gaining and processing information.
Promotional Product Buying Motives: When a buyer decides to purchase a product without thinking over the matter logically and carefully i. For example: In winter seasons we are motivated to purchase the woolen clothes to protect from the cold. People who do not have enough money to make cash purchases every time prefer to make their purchases from a shop which offers credit facilities. In many instances, the marketer can analyze situations that are likely to result in a motivational conflict, provide a solution to the conflict, and attract the patronage of those consumers facing the motivational conflict. Motivation may be intrinsic or extrinsic.
Product buying motives is divided into two categories: Emotional and Rational. The development of lower-caloric snack foods reduces this conflict and allows the weight-sensitive consumer to enjoy snacks and also control calorie intake. Rational patronage buying motives include the following: 1. Due to their advantage of trust and authenticity, influencers can trigger emotional purchase decisions for products from the rational spectrum as well. There are various factors to induce consumers to buy any product. As with most soft drinks, Mirinda is available in multiple formulations of flavor, carbonation and sweetener depending on the taste of individual markets.
How does society feel about the product? 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 product motives. It is responsible for marketers to analyze the main influences in each step so that appropriate actions can be taken in time. And is influenced by cultural trends as well as his social and societal environment. Emotional motives can generally be seen asthose of the heart as opposed to the head and made to satisfy awish for pleasure, comfort, or social approval. One of the most widely mentioned theories of motivation is the hierarchy of needs theory put forth by psychologist Abraham Maslow. Gas ovens, electrical heaters, scooters, car this, foam beds, air-conditioners and coolers, fridges, etc. The motive of love and affection for their near and dear ones is quite natural.
A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. Summary of the buying motives of the are shown in diagram form as: Categories Tags, , , ,. Understanding these differences is important if you want to tap into both an organizational and a consumer market. Oftentimes, they serve as an additional platform for knowledge transfer. This kind of need produces such satisfaction as power, prestige status and self-confidence.
It is oftentimes argued that women are more prone to emotional marketing approaches than men. When a consumer's old washing machine fails, this conflict may occur. Projective technique: The projective technique provides the subject with a stimulus situation that gives him an opportunity to impose upon it his own private needs and his particular perception and interpretation. A motive is the reason a person acts in a certain way. I conducted a personal interview with all the customers of the product line cold drinks.
Culture Family Family members influence other family members. They hold numerous brands, several product categories with thousands of products each, various prices and product information. Motivation is the activation or energization of goal-oriented behavior. The total value of association cannot be measured in just dollars and cents. Emotional Product Buying Motives If a person purchases a product without thinking much rationally i. How influencers impact purchasing decisions How does influencer marketing come into play? On a personal level an investment in real state, mutual funds or other forms of direct payback for personal gain or business profit can be a dominant reason as a buying motive.
For instance, radios, musical instruments, etc. Once known, buying motives become a significant tool to finalise the product, pricing, distribution and promotional policies of an organisation. Ex: Thirst is an instinct but aspire to buy a bottle of mineral water to quench thirst is a motive. But you will probably not buy a car based on an Instagram posting alone. Among them profit, fear and pride are the three major motivating factors. Esteem needs are those that satisfies his ego. The mostly likely answer is yes.