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Buying Motives
Buying
motives
may be grouped into the
following three classifications:
1.
Primary and
selective buying motives;
2.
Rational and emotional buying motives;
3.
Product and
patronage buying motives.
Primary Buying Motives
Primary
buying
motives
cause
a
customer
to
select
one
type,
kind,
or
class
of
merchandise
or
service rather than another. The first decision of
the customer is what
to buy. Customers
may decide to buy a sewing machine rather than a
stereo, or a new
car
rather
than
a
riding
lawn
mower.
The
salesperson
should
be
aware
of
the
customer
’
s
primary reason for buying. This primary buying
motive---the right product
or service
---must be satisfied before a sale can be made.
Even though the primary buying motives
may seem obvious to you, the customer
may not always tell you the reason for
buying. For example, the customer who suffers
from hay fever may want an air
conditioner for the home. The primary reason for
the
purchase
of the air
conditioner is to remove pollen from the air in
order to give relief
from
the
symptoms
of
hay
fever.
In
this
case,
keeping
cool
and
comfortable
in
hot
weather is not the
primary buying motive.
Selective Buying Motives
Once the customer has decided what to
buy, the next decision is which product or
service
to
buy.
Selective
buying
motives
cause
the
customer
to
select
a
specific
product or service. There are many
reasons for selecting one item over another:
color,
style,
price,
quality,
versatility
（多功能）
,
convenience,
durability,
or
use
of
the
product or service, to
name but a few. This selection by the customer is
made after the
primary buying motives
have been determined. For example, a customer must
be sold
on the idea of shaving with an
electric razor before comparing brand, price, or
product
features of electric razors. In
other words, when a customer buys an electric
razor, the
primary
buying
motive
may
be
convenience.
This
motive
may
be
strong
enough
to
keep the customer from selecting
another class of goods, such as a disposable blade
razor. Selective buying motives such as
the desire to shave without the risk of being
cut (safety), or to shave quickly
without a mess (convenience), or to shave with
same
electric razor rather than buying
disposable blades, creams, and so forth
(economical)
will help to determine the
specific choice of electronic razor.
Rational Buying Motives
Rational
buying
motives
are
based
on
the
logical
reasoning
of
the
customer.
Customers
who
plan
their
purchases
are
using
rational
buying
motives.
These
customers will
evaluate their purchases
:
“
What are the advantages and
disadvantages
of the
purchase?
”
“
Is the value of the product
or service worth
the asking
price
?
”
The
most
common
rational
buying
motives
include
safety,
simplicity,
quality,
reliability,
economy,
convenience,
service,
durability,
knowledge,
money
gain,
and
ease
of
operation.
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Customers who use rational
buying motives will make a purchase only after
they
have given it careful thought.
They will
weigh
the facts
and determine if the product
will
benefit
them.
When
selling,
all
salespeople
should
help
customers
make
wise
buying
decisions.
They
must
appeal
to
the
customer
’
s
sense
of
logic.
For
example,
a
customer
interested
in
a
new
vacuum
cleaner
may
rationalize
that
the
old
one
is
no
longer
effective. The old
one could be repaired, but it would still be old
and might not last.
The customer may
also rationalize that with a new vacuum cleaner,
cleaning will be
easier and the new
cleaner will do a better job in less time.
Emotional Buying Motives
Emotional
buying
motives
are
based
on
a
desire
to
have
a
specific
product
or
service. Customers buy
specific items because of
their
personal feelings. Customers
often
act on impulse
. Most buying
motives are emotional. In fact, emotional buying
motives
may
have
more
of
an
influence
on
the
customer
’
s
buying
decisions
than
rational buying
motives.
A
salesperson
must
understand
people
and
why
they
buy
the
merchandise
or
service offered for sale. In the case
of sporting goods, the customer may be affected
by
these
emotional
buying
motives:
excitement,
adventure,
recreation,
recognition,
and variety.
Emotional buying motives such as protection, fear,
affection, and safety
can enter into
the sale of smoke alarms, for example.
There are many emotional buying
motives. The most common emotional buying
motives
are
fear,
protection,
appearance,
recreation,
improved
health,
comfort,
recognition, variety, pride of
ownership, adventure, affection, imitation,
prestige, and
popularity. Salespeople
must be able to recognize these emotional buying
motives in
their
customers.
These
motives
tell
the
salesperson
the
reason
the
customer
is
shopping.
Because
most
items
are
sold
to
customers
based
upon
their
personal
feelings,
the
salesperson
must
appeal
to
those
emotional
buying
motives.
These
motives
are
very
important
in
selling.
Even
advertising
in
newspapers,
magazines,
radio, and television appeals to the
customers
’
emotional buying
motives.
Some of these motives appear
to be rational rather than emotional buying
motives.
The
category
of
the
buying
motive
would
depend
upon
the
reason
or
intent
of
the
customer.
For example, the desire to improve
one
’
s health may be rational
as well as
emotional. Because of a
desire for good health, a customer may use
rational buying
motives
to
purchase
natural
health
foods.
However,
the
emotional
buying
motives
could be a desire to
feel better, to look better, and perhaps to live a
longer life.
Product Buying
Motives
If the product itself is more
important than where it is purchased, the customer
will
buy
the
item
based
on
product
buying
motives.
It
doesn
’
t
really
make
much
difference to the customer where the
merchandise is bought. Product buying motives
cause a customer to buy one specific
product in preference to another. The
customer
’
s
buying
decision
is
often
influenced
by
a
specific
feature
or
characteristic
of
the
product or
service.
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