 Environmental factors  General organic states  Specific conditions induced  Previous events  Incentives and motives

 Ostensibly for some need. What is this need? Need could be at three levels  Conscious  Sub conscious  Unconscious

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

 Rational Buying motives - reasons to buy, financial gain, value-for-money, fab approach – features, advantages, benefits  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

 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 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

A value analysis determines the best product for the money spent. Can be explained through product cost vs true value, unit cost and ROI

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

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