Concept And Meaning Of Buying Motives Of Consumers
There are different kinds of consumers. So, their wants and needs are also different. They buy goods or services to satisfy their needs. The causes and factors which stimulate consumer to buy certain goods or services is called buying motives. In fact, the motivating factor to direct consumer behavior is buying motives.
Identifying buying motive of consumer is a difficult task for business entrepreneurs. There are various factors to induce consumers to buy any product. Profit, fear, dignity, pride, fashion, entertainment, love, health, facility, curiosity, habit, security, utility etc. lead persons to buy products. Among them profit, fear and pride are the three major motivating factors. Such motives may be different from person to person. However, all the factors are important.
Classification Of Buying Motives
Different scholars have classified buying motives of consumers in differently. We can classify the buying motives in the following way:
1. Emotional Buying Motive
Emotional buying motive depends on the emotion, feeling and attitude of the consumers. This type of motive is purely a psychological aspect of a person. This type of buying motive may be different from person to person. Under this include:
* Fear
* Love and affection
* Curiosity
* Fashion
* Possession
2.Rational Buying Motive
All the consumers do not buy any goods or services with emotional motive. They become thoughtful, consider carefully their needs, priority, financial capacity etc. study and analyze the necessity, utility, price etc. of the goods or services. Then they make final decision to buy or not. The consumers become logical, rational, apt and knowledgeable. Such quality of the customers can be seen in their buying decision. The customers buy goods or services considering cheapness, health and security, utility, comfortable etc.
3. Prestige Motive
Prestige motive is related with the want of consumers for promotion of self-image and protection of their ego. Under this, vanity and pride are motives of consumers.
Also Read
4. Patronage Motive
Patronage motive describes why certain customers buy specific brand goods, but not other brands and always buy necessary goods only from particular shop. So, under this motive include brand loyalty and store loyalty.
In this way consumer buy goods or services due to emotional motive, rational motive, prestige motive and patronage motive.
