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The cause for the customer’s purchase is referred to as buying motivation. As a result, Buying motivation refers to the buyer’s thoughts, desires, feelings, emotions, and drives that cause them to react in the form of a choice.
The behaviour of why they are going to buy the things is explained by motivation. They purchase things for a variety of reasons, including economic, social, psychological, and so on.
Consider the following scenario: We are compelled to acquire woollen clothing during the winter months to protect ourselves from the cold.
Similarly, we are compelled to acquire fans during the summer months to escape the heat. Customers’ purchasing motivations are crucial for producers and suppliers to understand.
Customers’ requirements and aspirations, as well as their purchasing habits, should be thoroughly examined.
This will assist in taking the necessary steps to attract attention and sell items.
As a result, purchasing motivation is concerned with the factors that influence a buyer’s choice to take action.
It inspires or motivates clients who may be influenced by a variety of factors including pride, fashion, fear, safety, love, affection, comfort, convenience, and cost.
Following the analysis and evaluation, producers and suppliers can work to improve product and marketing innovation.
Participants in the purchasing motivations
The following are the many roles that people can play in a purchasing decision:
1. Initiator: The initiator is the individual who initially recommends or considers purchasing a certain product.
For example, the publisher of a book asks the professor to ask his pupils in his class to buy the book.
The initiator in this case is the publisher, who is the first to start the purchase process.
2. Influencer: An influencer is a person who has an explicit or tacit impact on others’ ultimate purchasing decisions.
When deciding to buy a book, students are affected by the professor’s suggestion. The professor is the one who has the most impact in this situation.
3. Decider: A decider is a person who makes the final choice on whether to buy, what to buy, how to buy, when to buy, and where to buy.
Children decide on toys, the house woman decides on culinary supplies, and the household leader decides on durable or luxurious stuff.
4. Purchaser: The purchaser is the individual who makes the actual purchase.
The buyer might be the one who makes the decision, or he could be someone else.
The gifts are chosen by the children (deciders), while the purchases are made by the parents.
5. User: The individual who utilises or consumes the services or goods is referred to as a user.
The marketer’s job is to research the buying process, as well as the primary participants and their roles in it.
He should encourage every one of them to buy his goods at different stages and through diverse tactics.
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Stages of Buying Motivation / Buying Motives
In general, while deciding to acquire a certain product, the buyer goes through five separate stages. These are the stages:
1) Requires arousal
2) Information gathering
3) Observational conduct
4) Making a purchase choice
5) Feelings after a buy
(i) Arousal of need: The buying process begins with need arousal. Internal or external cues might be used to activate a demand.
A need can also be triggered by an external stimulation, such as seeing a new item in a store while shopping for other items. The importance of the need arousal stage to a marketer is twofold.
1. First, the marketer must find the motivation that may or may not be related to the product class or brand, then persuade the consumer that the product can meet that motivation.
2. It also aids in recognising that product demand fluctuates over time and is caused by various stimuli.
The marketer can better align cues with the natural cycles and timing of need.
(ii) Information gathering: Following the arousal of demand, the customer attempts to remedy the problem by gathering sources and information about the product.
It develops two states of individuals depending on the strength of the demand.
The first stage is known as heightened attention, and it occurs when the customer becomes more responsive to information about the thing he needs.
If a consumer needs to buy a television, he will only pay attention to television advertisements and comments made by friends and acquaintances concerning television.
If the demand is greater, the person enters an active information search mode, in which he attempts to gather additional information about the product, its essential traits, the quality of other brands, and the locations where they are accessible.
There are four different sources of consumer information.
(i)Individual sources (family, friends, neighbours etc.)
(ii) Commercial sources (advertisements, salesmen, dealers).
(iii) Information from the public domain (mass media, consumer-rating organizations).
(iv)Resources from personal experience (handling, examining, using the product).
Identifying information sources, their functions, and their value necessitates asking consumers about information sources and using the results to develop marketing.
(iii) Customer evaluation behaviour: After gathering information, the consumer clarifies and evaluates the options.
Unfortunately, no one, simple, and universal assessment procedure is employed by all customers, or even by one consumer, in all purchasing scenarios.
The most recent assessment method involves judging the product primarily on a conscious and intellectual basis.
Product characteristics, significance, weights, brand image, utility function for each attribute, and attitude are only a few of the factors that go into making a decision.
He decides to buy after weighing the numerous options.
(iv) Purchase decision: The consumer’s evaluation behaviour leads to the formation of a prioritised list of preferences.
Normally, a buyer purchases the item that he or she enjoys the most, but there are three more factors to consider before making a purchase:
(a) Other people’s attitudes, such as the wife’s, relatives, and friends
(b) Projected situational considerations such as expected family income, expected overall product cost, and expected product benefits;
(c) Unexpected situational circumstances, such as the salesperson’s appearance or demeanour, or the method in which commerce is conducted.
The marketer must take these aspects into account and seek to elicit a sense of danger in the customer while also providing information and support that will assist him.
(v) Post-purchase feelings: The customer will experience some amount of satisfaction or discontent after purchasing and experiencing the product, and the level of satisfaction is highly dependent on the consumer’s expectations and the product’s perceived performance.
The consumer is content if the goods meet his expectations; if they surpass his expectations, he is extremely satisfied; and if it falls short of expectations, he is unsatisfied.
TYPES OF BUYING MOTIVES
The desire or necessity that drives people to purchase products or services is referred to as buying motivation.
Every purchase has a reason for being made. It refers to the ideas, sentiments, emotions, and instincts that make people want to buy something.
A buyer does not buy because the salesman has convinced him or her; rather, he or she buys. After all, a desire has been stirred in him or her.
It’s important to distinguish between motives and instincts. Motivation is merely a cause for doing something, not an automatic response to stimuli, whereas instincts are pre-programmed, involuntary responses that are inborn in the individual.
“Buying Motives are those effects or factors that generate the drive to buy, motivate action, and decide decision in the purchase of goods and services,” says Prof. D. J. Duncan.
The following categories can be used to categorise purchasing motives:
PRODUCT BUYING MOTIVES
Product buying motives relate to the factors and factors that affect (i.e. persuade) a consumer to select a certain product above others.
They include the product’s physical attraction (i.e., its design, shape, dimension, size, colour, package, performance, price, and so on) or psychological attraction (i.e., the enhancement of the purchaser’s social prestige or status through its possession), desire to remove or reduce the danger or damage to the possessor’s life or body, and so on).
In a nutshell, they relate to all of the aspects of a product that cause a consumer to choose it above other options.
The reasons for purchasing a product may be classified into two categories.
(1) Emotional product buying motives and
(2) Rational product buying motives.
A. Emotional Product Buying Motives: When a customer purchases without thinking it through rationally and thoroughly (i.e., without much reasoning), it is claimed that emotional product buying motives have impacted them.
B. Rational Product Buying Motives: A customer is considered to have been affected by rational product buying when she or he decides to buy anything after thorough deliberation (i.e. after thinking about the topic consciously and logically).
PATRONAGE BUYING MOTIVES
Patronage buying motives refer to the factors or causes that influence a buyer’s decision to purchase a product from a certain store above others.
In other words, they are the thoughts or reasons that lead a customer to choose a certain store above others while purchasing a product.
Patronage buying reasons can also be classified into two categories.
a) Emotional patronage buying motives
b) Rational patronage buying motives.
A. Emotional patronage buying motives: A buyer is said to be affected by emotional patronage buying motives when he patronises a business (i.e. purchases the items he needs from that shop) without using his head or thinking.
B. Rational patronage buying motives: A buyer is said to be affected by rational patronage buying motives when he patronises a business after thorough deliberation (i.e., after considerable logical reasoning and cautious thought).
CHARACTERISTICS OF BUYING MOTIVES
Individuals determine whether, what, when, from whom, where, and how much to buy through a process.
It includes a consumer’s mental and physical activity. Internal and external influences have an impact on individual behaviour. Consumer attitudes and behaviour have shifted dramatically.
Why do people buy?
There are six reasons why people purchase a product or service:
1. A desire for profit: Whether they quantify the financial advantage directly or indirectly, most of our prospects will have this as their major motivation.
If you spend on advertising, as previously said, you should anticipate producing more leads and, eventually, lucrative new clients.
When purchasing a new vehicle for a fleet, the enhanced fuel economy of the truck may result in cheaper operating costs, lower maintenance costs, or more carrying capacity, allowing for better productivity.
On a personal level, investing in real estate, mutual funds, or other kinds of direct return for personal benefit or corporate profit may be a major motivator for purchasing.
2. Loss aversion: While purchasing insurance is an apparent example of spending to avoid a loss, there are others.
Fear of loss may inspire a prospect in business who believes they are losing market share or missing out on fresh prospects.
This may lead to increased investment to stay competitive. To defend market share, a corporation can establish a new distribution facility or boost customer service or employee training.
3. Convenience and comfort: A comfy office chair or a designated parking space near the front entrance of the company are two instances of personal comfort and convenience in the workplace.
On a corporate level, the ease of doing business with you might be seen as you being a responsive representative.
However, when the prospect works with your organisation, the perspective may broaden to include interacting with other elements of your company with whom the customer interacts, such as delivery, billing, your assistant, or any other employee.
4. Safety and security: Smoke alarms or a security fence are two examples of security purchases. In business, it’s critical to consider security while selecting a buying source.
5. Ownership and pride: Ownership and pride can be overt or subtle. My old employer felt obligated to brag about his Mercedes, Corvette, and yacht to everyone.
He was a little out there, but he got a kick out of talking about his stuff. Others may experience pride as a result of a sense of success.
6. Emotional satisfaction: This can be achieved in a variety of ways. Using advertising as an example, you may not readily equate advertising with emotional fulfilment.
Many firms, however, perceive themselves as upstarts, market leaders, or innovators (ex: Apple). Advertising strengthens their market standing in the eyes of the general public.
Consider how much a corporation would pay to be an Olympic sponsor. The whole worth of a relationship cannot be calculated in dollars and cents.
Advertising is often utilised to boost employee morale by certifying their employer’s quality. Sponsorship of a Little League team demonstrates a company’s dedication to the community.
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