The choice to make a purchase or not to come from a complex decision-making process ordinarily impacted some factors. These elements are a mix of enthusiastic contemplations and actualities and can be classified and discussed separately for the benefits of marketers. They are the buy motives that determines if the customer is to buy a particular product and from a particular seller.
As a marketer, it is important to understand that the consumer is not going to buy the product as a result of your persuasion but due to your ability to arouse their motives. In order to succeed in this, you need a deep understanding of the instincts, the feelings, thoughts, and the emotions that determines the decision to purchase.
The marketers have been able to classify the customer purchase motives into two broad categories. These are the product based decisions and the patronage buying motivations. Each of these categories is further broken down to either the emotional or rational considerations.
The customer is prompted to buy one product as opposed to the other by the product buying motives. In most cases, these are physical factors such as appearance (color, size, texture, package, dimension, and shape), weight, price, and the physiological attributes such as its role in enhancing the social well-being.
According to the emotional product buying motivations, the emotional factors such as affection, hunger, thirst, need tor belonging, self-esteem, pride, emulation, habit, comfort, and the desire to be distinct. The desire to appeal sexually to the others also falls under this category
The second subdivision of product purchasing inspirations is the reasonable (rational) product purchasing choices. This is when cognizant thought and rationale goes into the methodology of choice making. The choice is in view of certainties instead of feelings. Under this category, there are factors like economic and financial considerations, durability, versatility, utility, and safety issues.
The patronage motives form the other category. It basically focuses on why a customer may buy from a particular dealer or shop and not from other outlets. It tries to clarify why the purchaser disparages one merchant, and not the other. This is likewise further subdivided into rational and emotional motivations.
In the emotional classification, the factors that make the buyer purchase the products from a particular shop without reasoning or applying his mind are discussed. These could be the shop appearance, the manner in which goods are displayed in the shop, reference by others, prestige, imitation, and habit among others.
The rational patronage motivations are those motivations that arise when the buyer patronizes one shop as opposed to others after a careful consideration. It involves careful thinking and proper reasoning before opting for one seller against the other. Some of the factors in this category include convenience, lower price by the shop, the credit facilities offered, efficiency, service offered, treatment, a wide range of products and reputation among others.
The success in sales starts with success in profiling the potential clients by determining what really appeals to their motivations. By determining what appeals to each client, the marketing team can increase their chances of winning the client by over 80%. It may appear difficult at first, but with practice and experience, it is not difficult.
As a marketer, it is important to understand that the consumer is not going to buy the product as a result of your persuasion but due to your ability to arouse their motives. In order to succeed in this, you need a deep understanding of the instincts, the feelings, thoughts, and the emotions that determines the decision to purchase.
The marketers have been able to classify the customer purchase motives into two broad categories. These are the product based decisions and the patronage buying motivations. Each of these categories is further broken down to either the emotional or rational considerations.
The customer is prompted to buy one product as opposed to the other by the product buying motives. In most cases, these are physical factors such as appearance (color, size, texture, package, dimension, and shape), weight, price, and the physiological attributes such as its role in enhancing the social well-being.
According to the emotional product buying motivations, the emotional factors such as affection, hunger, thirst, need tor belonging, self-esteem, pride, emulation, habit, comfort, and the desire to be distinct. The desire to appeal sexually to the others also falls under this category
The second subdivision of product purchasing inspirations is the reasonable (rational) product purchasing choices. This is when cognizant thought and rationale goes into the methodology of choice making. The choice is in view of certainties instead of feelings. Under this category, there are factors like economic and financial considerations, durability, versatility, utility, and safety issues.
The patronage motives form the other category. It basically focuses on why a customer may buy from a particular dealer or shop and not from other outlets. It tries to clarify why the purchaser disparages one merchant, and not the other. This is likewise further subdivided into rational and emotional motivations.
In the emotional classification, the factors that make the buyer purchase the products from a particular shop without reasoning or applying his mind are discussed. These could be the shop appearance, the manner in which goods are displayed in the shop, reference by others, prestige, imitation, and habit among others.
The rational patronage motivations are those motivations that arise when the buyer patronizes one shop as opposed to others after a careful consideration. It involves careful thinking and proper reasoning before opting for one seller against the other. Some of the factors in this category include convenience, lower price by the shop, the credit facilities offered, efficiency, service offered, treatment, a wide range of products and reputation among others.
The success in sales starts with success in profiling the potential clients by determining what really appeals to their motivations. By determining what appeals to each client, the marketing team can increase their chances of winning the client by over 80%. It may appear difficult at first, but with practice and experience, it is not difficult.
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