Why Do Customers Buy? Customer Buying Motives Rational Emotional Conscious, logical reason for a purchase Rational motives include product dependability, time or monetary savings, health or safety considerations, service, and quality. Emotional A feeling experienced by a customer through association with a product. Social approval, recognition, power, love, or prestige. Product/Patronage

Customer Decision Making Some customers need no help from salespeople, and others require significant time and effort. The difference lies in the 3 distinct types of decision making. Routine- person needs little or no info about a product, perceived risk is low because product is inexpensive, bought frequently, or satisfaction is high. Limited- used when a person buys goods and services that he or she has purchased before but not regularly. Moderate degree of perceived risk (2nd car, furniture, vacation, household appliances) Extensive- used when there has been little or no previous experience, have a high degree or perceived risk (first home)

Activity Assume the role of a hotel/property sales manager. A conference planner is planning a conference with many millennial (enter your generation) attendees. Prepare a presentation (using PowerPoint or Prezi) to tell why your property would be ideal to host the generation you chose. Research a property that would match your customer profile. **Look back at your questions. Don’t forget to include pictures and features and benefits of the property. Why would they benefit your customer?

Sales Presentation Rubric Give a summary of generation and tell why your property’s features would match the customer. Remember this is a sales presentation! 10 **Include a detailed property description including logo/branding, pictures, accommodations. Includes 5 features and benefits of the property. Visual Aid summarizes the research of a unique property that matches the generation. Effort/Creativity Grammar/Spelling/Overall Look Presentation Time/Tone/Effort/Sales Pitch *Remember you are the property manager. 50 TOTAL 100