In order to purchase a given item, a person is influenced by a combination of facts and the emotional states that generates the feeling of making the purchase and deciding to purchase one item as opposed to the other. The marketing team of a given business organization has the responsibility to take into account the key buy motives and use them strategically to enhance their sales within a target consumer group.
As a salesperson, it is imperative to comprehend that the buyer is not going to purchase the item as a consequence of your persuasion, however because of your capacity to arouse the right motives in them. To succeed in this, you require a profound comprehension of the impulses, the emotions, musings, and the feelings that decides the choice to buy.
The marketers normally classify these motives into two main categories; product and patronage. These are further subdivided into emotional and rational considerations under which the ideal motivations are discussed. Each of the motivation is unique and requires that the marketer plan to take advantage of it depending on the customer profiling.
The product buying motives are the factors that induce or prompt the customer to choose a particular product as oppose to the other. This may include the physical considerations such as shape, design, color, size, price, performance, package, and, dimension among others. It can also involve the physiological attraction traits of the products such as its contribution to enhance the social prestige of the user.
The emotional product buy motivations include pride and prestige, imitation and emulation, affection, desire for comfort, sexual attraction (desire to be attractive to members of opposite sex), ambition, distinctiveness, pleasure, thirst, hunger, and habit among others.
The second subdivision of product purchasing inspirations is the reasonable (rational) product purchasing choices. This is when cognizant thought and rationale goes into the methodology of choice making. The choice is in view of certainties instead of feelings. Under this category, there are factors like economic and financial considerations, durability, versatility, utility, and safety issues.
The second major classification is the patronage buying motivations. These are the considerations that induce the buyer to make the purchase form a particular shop as opposed to the others. In simple terms, the buyer tends to patronize one seller more than others when it comes to purchase of some products. These too fall into two categories; emotional and rational.
Under the emotional motivations, the particular reasons that make a buyer patronize a seller without relying on reasons or rational consideration. The factors such as the arrangement of products in the shop, the service given, habit, imitation, prestige, and shop appearance are some factors under this category.
The rational patronage motivations are those motivations that arise when the buyer patronizes one shop as opposed to others after a careful consideration. It involves careful thinking and proper reasoning before opting for one seller against the other. Some of the factors in this category include convenience, lower price by the shop, the credit facilities offered, efficiency, service offered, treatment, a wide range of products and reputation among others.
Ideally, the sales person has to understand the consumer motives and strategically design their marketing plan in order to win most of the purchases. It is a wide area and requires careful planning and consideration in order to gain from this field of marketing.
As a salesperson, it is imperative to comprehend that the buyer is not going to purchase the item as a consequence of your persuasion, however because of your capacity to arouse the right motives in them. To succeed in this, you require a profound comprehension of the impulses, the emotions, musings, and the feelings that decides the choice to buy.
The marketers normally classify these motives into two main categories; product and patronage. These are further subdivided into emotional and rational considerations under which the ideal motivations are discussed. Each of the motivation is unique and requires that the marketer plan to take advantage of it depending on the customer profiling.
The product buying motives are the factors that induce or prompt the customer to choose a particular product as oppose to the other. This may include the physical considerations such as shape, design, color, size, price, performance, package, and, dimension among others. It can also involve the physiological attraction traits of the products such as its contribution to enhance the social prestige of the user.
The emotional product buy motivations include pride and prestige, imitation and emulation, affection, desire for comfort, sexual attraction (desire to be attractive to members of opposite sex), ambition, distinctiveness, pleasure, thirst, hunger, and habit among others.
The second subdivision of product purchasing inspirations is the reasonable (rational) product purchasing choices. This is when cognizant thought and rationale goes into the methodology of choice making. The choice is in view of certainties instead of feelings. Under this category, there are factors like economic and financial considerations, durability, versatility, utility, and safety issues.
The second major classification is the patronage buying motivations. These are the considerations that induce the buyer to make the purchase form a particular shop as opposed to the others. In simple terms, the buyer tends to patronize one seller more than others when it comes to purchase of some products. These too fall into two categories; emotional and rational.
Under the emotional motivations, the particular reasons that make a buyer patronize a seller without relying on reasons or rational consideration. The factors such as the arrangement of products in the shop, the service given, habit, imitation, prestige, and shop appearance are some factors under this category.
The rational patronage motivations are those motivations that arise when the buyer patronizes one shop as opposed to others after a careful consideration. It involves careful thinking and proper reasoning before opting for one seller against the other. Some of the factors in this category include convenience, lower price by the shop, the credit facilities offered, efficiency, service offered, treatment, a wide range of products and reputation among others.
Ideally, the sales person has to understand the consumer motives and strategically design their marketing plan in order to win most of the purchases. It is a wide area and requires careful planning and consideration in order to gain from this field of marketing.
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