Customer Buying Motives Why People Buy

What Motivates People to Buy?  Activity: Think of a product you’ve purchased in the last week Identify three reasons why you purchased that particular product versus another product  Product appearance  Durability  Brand Name  Economy – on sale

Buying Motives  Reasons or benefits that cause people to purchase products or services to satisfy their needs and wants  Simply stated, they are the reasons people buy; it includes what characteristics they’re looking for in the product or service

Factors Affecting Needs & Wants  Age – 10 year old vs. 60 year old  Education Level – high school vs. Doctor  Marital Status  Income Level  Family Status – kids vs. no kids  Where you live – climate  Culture

Emotional Buying Motives  Buying based on customer’s feelings, emotions, or impulses  What would you buy to satisfy: Adventure Affection Appearance Comfort Fear Recreation Social approval

Rational Motives  Buying based on logic, reason, or judgement  What would you buy for: Accuracy Dependability Durability Low cost/low maintenance Efficiency Versatility

Patronage Buying Motives  Customers buy from one store rather than another.  Why??? Customer service Price Quality Brand Names Location Store Atmosphere Assortment of Merchandise

Product Buying Motives  Customers will buy one brand rather than another Why?  Quality  Performance  Style  Image  Prestige  Price

Assignment  For each of the following products, identify one rational and one emotional motive for purchasing the product 1. SUV 2. Shirt 3. Snowboard 4. Cosmetics 5. Television 6. Dog 7. Health Club Membership 8. Computer 9. Guitar 10. Mountain Bike

How to Determine Motives  Observing customers- mannerisms, facial expressions, body language, etc.  Listening – listen carefully to what the customer says and does  Questioning – ask questions about what they are looking for in the product and how it will be used

Activity  With a partner, one person plays the role of the customer, the other the role of the sales person.  The customer must come up with a product or service and 2 or 3 motives for buying  The sales person must ask questions to determine the 2 or 3 motives  Each person plays each role twice

What’s the Motive? 1. I don’t want to pay a lot for this bike. 2. I’d like a car that doesn’t need many repairs. 3. I’d like a snow board that I can ride in the park and back country. 4. How does this dress look on me? 5. Do you think my wife will like this sweater? 6. Will this software identify all the errors in my tax return? 7. Will this snow thrower save me time? 8. I want a truck that will go anywhere.

What are the Motives? 1. Low cost; economy 2. Low maintenance; dependability 3. Versatility; durability; efficiency 4. Appearance 5. Affection; appearance 6. Accuracy; simplicity 7. Efficiency 8. Durability; adventure; versatility