buying motives, buying motives of consumer behaviour, buying motives in marketing management,dwivedi

Summary

This transcript delves into consumer purchase motivations, distinguishing between product motives (why a specific product is chosen) and patronage motives (why a particular dealer or store is preferred). It emphasizes the importance of emotional and rational factors in purchasing decisions, with emotional motives driven by status or attachment, and rational motives based on practicality, such as price and durability. The script highlights how understanding these motivations can help sales professionals better cater to customer needs and enhance the purchasing experience by aligning with their desires and logical considerations.

Takeaways

• 😀 Customers are motivated by two main factors: product motivation and patronage motivation.
• 😀 Product motivation is driven by the desire for a specific product, influenced by emotional or rational reasons.
• 😀 Emotional product motivation involves feelings of prestige, excitement, or personal attachment, like buying luxury items for status.
• 😀 Rational product motivation is based on practical considerations such as price, durability, and utility.
• 😀 Patronage motivation explains why customers choose a specific dealer or store, often based on loyalty or past experiences.
• 😀 Emotional patronage motivation occurs when a customer is drawn to a store due to trust, recommendations, or personal connections.
• 😀 Rational patronage motivation is influenced by practical factors such as price, convenience, and proximity to the customer.
• 😀 A customer’s decision-making process can involve both emotional and rational considerations, depending on the product and situation.
• 😀 Understanding the customer’s motivation helps businesses tailor their sales strategies to meet the specific needs of different customers.
• 😀 Salespersons can use customer motivation insights to provide better product recommendations and create more personalized marketing strategies.

Q & A

What is the primary focus when changing a product according to the script?

The primary focus when changing a product is determining which product to choose and where to purchase it from.

What does the term 'bank motive' refer to in the script?

The term 'bank motive' refers to the internal factors that influence a consumer's decision to purchase a product, whether it's based on impulse, desire, or consideration.

How does 'bank motive' affect consumer behavior?

Bank motive influences consumer behavior by guiding them towards making decisions, such as which product to choose and which specific store or dealer to purchase from.

What are the two types of motives mentioned in the script?

The two types of motives mentioned are product motives (why a product is chosen) and patronage motives (why a specific dealer or store is selected).

What is the difference between product motive and patronage motive?

Product motive focuses on why a particular product is chosen, such as brand, features, or emotional appeal, while patronage motive is about why a specific dealer or store is chosen, often due to trust, reputation, or convenience.

Can emotional motives influence the purchase of a product? How?

Yes, emotional motives can influence purchases, as consumers may buy products for prestige, attachment, or to fulfill an emotional need, such as purchasing a luxury item for status.

What are some examples of emotional product motivation in the script?

Examples of emotional product motivation include purchasing a prestigious brand like BMW for the excitement and admiration it brings or buying fashion products to fulfill personal style preferences.

What are the characteristics of rational product motivation?

Rational product motivation involves logical considerations such as the product's price, durability, and safety. Consumers weigh these factors carefully before making a purchase.

How do emotional and rational motives work together in decision-making?

Emotional motives drive immediate desires like status or attachment, while rational motives provide the practical reasoning, such as cost-effectiveness and reliability, leading to a balanced decision.

Why is it important for businesses to understand the different motives behind customer purchases?

Understanding the different motives behind customer purchases helps businesses tailor their marketing strategies, target specific customer needs, and offer the right products at the right time to enhance sales.