Buying Motive
Meaning of
Buying Motives
A learner once quoted for Buying
Motive as “A motive can be defined as a drive or an urge for which an
individual seeks satisfaction. It becomes a buying motive when the individual
seeks satisfaction through the purchase of something.
Motive is inner urge that prompts a
person to perform some action. It can be a strong desire, feeling, a drive or
any emotion which plays a role in the consumer’s decision to purchase a product
or a service.
Characteristics
of Buying Motive
·
There is a process by which individual decides whether, what, when, from whom, where & how much to
buy.
·
It comprises of mental and physical activities of a
consumer.
·
Individual behaviour is also influenced by internal and
external factors.
·
There is drastic change in the attitude and behaviour of
consumer
The stages
to Consumer Buying Decision Process:
Not
all decision processes lead to a purchase. All consumer decisions do not always include
all stages, determined by the degree of complexity.
- Problem Recognition: (Awareness of Need)-Consumer
recognizes a problem or need. The
need can be triggered by internal stimuli when one of the person’s normal
needs rises to a level high enough to become a drive. Hunger-Food. A need can also be triggered by external
stimuli (such as advertisement).
- Information Search- a
stage in which the consumer is aroused to search for more information; the
consumer may simply have sharp attention or may go into active information
search. This is usually done on
higher ticket purchases such as cars, pianos, computers, etc.
- Evaluation of Alternatives – The
consumer uses information to evaluate alternative brand choices. Different process for every consumer,
involves weighing product attributes and their ability to deliver
benefits.
- Purchase Decision –
Choose buying alternatives, includes product, package, store, method of
purchase, etc.
- Post-Purchase Evaluation –
Outcome; Satisfaction or Dissatisfaction. Was the decision made was right?
This is the buyer’s doubts shortly after a purchase about whether it was
the right decision. This can be
reduced by warranties, after sales communication, etc.
|