Buying motives – Do you know why do they buy?

Last Updated: April 27, 2012By Tags: , ,

Buying motives often overlap. Suppose you just purchased a new jacket. What was your dominant motive in making that purchase? Maybe you bought the jacket for comfort; you expect it to keep you warm. You might have bought it simply because it has a style or label that you’re proud to wear or show your friends.

Maybe you bought it because the colour makes your eyes look bluer, or it makes you look taller and thinner, or in some way it makes you feel good about yourself — it gives you emotional satisfaction. Maybe you bought the jacket for all three reasons merged together: It’s comfortable, you’re proud to own it, and it makes you feel good about yourself.

As a salesperson you might think that people buy your product or service because of the reasons you give them. On the contrary, people buy not because of your reasons, not your company’s reasons but for their very own reasons.

These reasons may not seem sensible, logical or even intelligent to us but they seem that way to the prospect.

Broadly speaking we can categorise buying motives into Rational and Emotional reasons.


Rational buying motives

  • Economy of purchase
  • Economy of use
  • Efficient profits
  • Increased profits
  • Durability
  • Accurate performance
  • Labour-saving
  • Time-saving
  • Simple construction
  • Simple operation
  • Ease of repair
  • Ease of installation
  • Space-saving
  • Increased production
  • Availability
  • Complete servicing
  • Good workmanship
  • Low maintenance
  • Thorough research
  • Desire to be unique
  • Curiosity

Emotional buying motives

  • Pride of appearance
  • Pride of ownership
  • Desire for prestige
  • Desire for recognition
  • Desire to imitate
  • Desire for variety
  • Safety
  • Fear
  • Desire to create
  • Desire for security
  • Convenience
  • Desire to be unique
  • Curiosity

It is extremely important that you uncover these underlying buying motives because the prospect in all likelihood will not come out and tell you. They are sometimes only vaguely aware of their motives themselves.

The primary reason people don’t readily admit their buying motives is because it would make them feel too exposed. Psychologists tell us that people feel vulnerable admitting, even to themselves, what they care about, desire or fear on a deep, emotional level.

Tailor your approach to the right motives and your sales will definitely increase.


Chintan Bharwada

Chintan is the Founder and Editor of Loyalty & Customers.

editor's pick

latest video

news via inbox

Nulla turp dis cursus. Integer liberos  euismod pretium faucibua

To achieve better sales and profits, most companies could be doing more to cultivate business from their existing customers. However, enthusiasm for customer-retaining strategies must not endanger sound customer-getting efforts. How companies balance the two is the big question. To intensify reaching old customers while still seeking new ones, for many firms, will mean changes in market analysis, planning systems, management incentives, and marketing and/or operations organization. In the rush toward growth, consumer marketers have tended to regard success as stemming from obtaining new customers while unwittingly minimizing the importance of satisfying old ones. It is time for more companies to distinguish between their getting and retaining functions, to assess the balance between them, and to remedy any deficiencies in customer retention. This process requires management to value the potential of current customers and to treat them in special ways to get them to keep coming back. Several major elements should be part of the new marketing mix for customer retention: Product extras Keeping customers frequently requires giving them more than the basic product that initially attracted them. Product extras for individual customers over time can play a sales-expansive role. Reinforcing promotions Product promotion works better when aimed at existing customers. If a marketer knows who these customers are, benefits can be obtained by giving them reinforcing communications. Sales force connections The sales force can play a decisive role in the customer-retention function. At a retail or service counter the salesperson is the focal point of the company's strategy and is the firm to the customer. Post-purchase communication A company must anticipate that some customers will encounter either minor or serious problems after purchasing. If the firm is not ready to hear and correct these difficulties, the customer may not repurchase  or may cancel the the relationship. Whether company or customer is at fault, standby post-purchase activities can be instrumental in saving these customers.

6 Comments

  1. Ron February 27, 2010 at 3:53 pm

    I like it. I already commented on Linkedin on this topic. Dig deeper you’re definitely on the right track.

    • Chintan Bharwada March 8, 2010 at 11:06 pm

      Hi Ron,
      Sorry for the delay… we just had a baby boy few weeks back and its has been a more than two full time jobs… I just read your comment on linkedin.

      Ron, I completely agree with you. Understanding buyer behavior is quite an art. Not many companies understand as “why” people buy… they may have a good product and consumer might “like” the product. As you say “like” does not mean you buy, and buy does not mean that you love the product.

      What I normally look for is related purchase patterns. Try to understand as what other purchase patters emerge in specific segments. As you said we need to dig deeper to understand buyer behavior.

      BTW – I like your website… very refreshing.

      Thanks,
      Chintan

  2. Chintan Bharwada April 14, 2010 at 6:28 pm

    Buying motives – Do you know why do they buy? http://loyaltyandcustomers.com/2010/02/buying-motives/

  3. Buying motives | Selfservhost December 5, 2011 at 8:22 pm

    […] Buying motives – Do you know why do they buy? | Loyalty …Feb 26, 2010 … Buying motives often overlap. Suppose you just purchased a new jacket. What was your dominant motive in making that purchase? Maybe you … […]

  4. Viagra Without Prescription March 29, 2012 at 5:39 am

    great site dod…

    you have a great blog here! would you like to make some invite posts on my blog?…

  5. 6xdSqIOWKC7N August 25, 2012 at 11:33 am

    Soon after study a handful with the content material within your internet internet site now, and that i genuinely such as your method of blogging. I bookmarked it to my bookmark internet internet site list and are checking back soon. Pls appear into my internet site as effectively and tell me what you believe. 825745

Comments are closed.

you might also like

    lets see

    lets see

    lets see