consumer buying motives
DESCRIPTION
What and why does a consumer buy?TRANSCRIPT
Prof Prashant Kumar GuptaJain College Of MBA and MCA
CONSUMER
BEHAVIOUR
The consumer market consists of all
those individuals and households who acquire goods
and services for personal use.
CONSUMER MARKET
Is the process, a consumer goes through to make decisions
regarding the purchase, use and disposal of goods and services.
CONSUMER BEHAVIOUR
“How do consumers respond to marketing efforts the company
might use?”
The most important thing is to forecast where customers are
moving, and be in front of them.
WHY STUDY CONSUMER BEHAVIOUR?
WHY DOES A CONSUMER BUY GOODS?
To satisfy needs through wants• Needs and Wants change
>>>Time >>>Person >>>Age >>>Income >>>Education >>>Culture >>>Marital Status and so on…
WHAT DO CONSUMERS ACTUAL BUY?
For Comfort
For Protection
For Show-Off
Example 1: Shoes
Example 2: Cars
For Commuting
For Social Status
For Safety (compared to 2-Wheelers)
A consumer does not buy a product, he/she buys
benefits
WHAT IS A CONSUMER ACTUAL BUYING?
Point to be noted:1.Benefits and features are two different
concepts.
2.Features are important only in terms of how they benefit the customer.
3.The feature is meaningless if it doesn’t benefit the customer
Those influences or considerations which provide
the impulse to buy, induce action or determine choice in purchase of goods or services.
In simple words it is the reason why a consumer purchases a
good
BUYING MOTIVES
Primary
Secondary
DIFFERENT BUYING MOTIVES
Related to basic needs of humanbeing which motivate the buyer to
take a purchase decision.
• Hunger• Thirst• Sleep• Shelter• Entertainment
Primary
Secondary
DIFFERENT BUYING MOTIVES
Influenced by society where heis born and lives.
• Emotional• Rational• Patronage
EMOTIONAL MOTIVES
Feelings, Emotions, Impulses
Affection
Change/Variety
Comfort/ConvenienceFear
Health
Leisure time
Pleasure
RecognitionRecreation
SecuritySocial or group
approval
Adventure
SECONDARY BUYING MOTIVE:
EMOTIONAL
Based on feelings.Not based on judgment
1. Love and Affection2. Curiosity3.Fashion4.Pride and Prestige5.Romance6.Fear and many more
RATIONAL MOTIVES
Reason, Judgment, Logic
Accuracy
Dependability
Durability
EconomyEfficiencyIncreased production
Knowledge
Profit
Safety Service
Simplicity Versatility
Health
Low cost/maintenanc
e
SECONDARY BUYING MOTIVE:
RATIONAL
Based on sound judgment.Based on proper testing, observing &
comparing.1. Economy2. Utility3.Comfort & Convenience4.Durability5.Security6.Maintenance and many more
PATRONAGE MOTIVES
Choices
Particular Place
Present Price
Special Discount
Behaviour
Decoration
SECONDARY BUYING MOTIVE:
PATRONAGE
Based choice of particular personCertain motive to patronise or support Can be on rational or emotional basis
1. Service2. Special Discount3. Location4. Store loyalty5. Friendliness6. Habit and many more
Emotional and RationalRational and PatronagePatronage and Emotional
COMBINATION OF MOTIVES
Rational Motives
Emotional Motive
• Ease of operation
• Economy• Time savings
• Increased leisure time
That’s it For Today
THANK YOU…!