Motivations to Buying

Why do people buy? Ostensibly for some need. What is this need? Need could be at 3 levels Conscious Sub conscious Unconscious

3 approaches to buying Several approaches are there, although no single approach has been universally accepted The traditional approach The problem solving approach The self-concept theory

The Traditional Approach Rational Buying motives - reasons to buy, financial gain, value-for-money Emotional Buying Motives – physical pleasure, comfort, avoidance of effort, play and relaxation, aesthetic pleasure, self esteem, pride, ego, power, status, imitation, acquisitiveness, romantic and sexual drives, physical and mental health, desire for new experiences, urge to create, desire for justice, sense of duty, love of others, fear or caution

The Problem Solving Approach Products are a bundle of solutions Every product/service solves a customer problem In general, the more problem a product solves, the stronger its appeal. Also the seriousness of the problem solved directly affects its attractiveness

The Self Concept Theory The Real Self – what you think you are The Ideal Self – how you would like to think of yourself Self in context (the real other) – your perception of others perceptions of you Extended Self (the ideal other) – how you want other people to think of you

Consumer purchase decision making Need Recognition Search for alternatives Prepurchase alternative evaluation Purchase Consumption Post purchase evaluation Divestment

Barriers to Buying Incompatibility with self-concept Risk of moving away from the ideal self Guilt Buying motive and talking point