1. Motivations to Buying

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

3. 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

4. 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

5. 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

6. 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

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

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