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  • Buyer Motivation: By-Sanjeev Pratap

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    Sanjeev Pratap
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    The document discusses buyer motivation and the factors that influence buyer behavior. It defines a buyer as someone who purchases a product, which may not be the ultimate user. Motivation is described as stimulating desired action through possible gain or reward. The motivation process involves needs, wants, goals, and resulting behaviors. Buyers can be motivated by inducing need recognition, providing information to move them to a desired state, and appealing to benefits. Both internal factors like attitudes and external factors like culture influence buyer behavior.

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    Buyer Motivation

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    The document discusses buyer motivation and the factors that influence buyer behavior. It defines a buyer as someone who purchases a product, which may not be the ultimate user. Motivation is described as stimulating desired action through possible gain or reward. The motivation process involves needs, wants, goals, and resulting behaviors. Buyers can be motivated by inducing need recognition, providing information to move them to a desired state, and appealing to benefits. Both internal factors like attitudes and external factors like culture influence buyer behavior.

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    13 views7 pages

    Buyer Motivation: By-Sanjeev Pratap

    Uploaded by

    Sanjeev Pratap
    The document discusses buyer motivation and the factors that influence buyer behavior. It defines a buyer as someone who purchases a product, which may not be the ultimate user. Motivation is described as stimulating desired action through possible gain or reward. The motivation process involves needs, wants, goals, and resulting behaviors. Buyers can be motivated by inducing need recognition, providing information to move them to a desired state, and appealing to benefits. Both internal factors like attitudes and external factors like culture influence buyer behavior.

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    of 7

    Buyer Motivation

    1 BY- SANJEEV PRATAP

    Buyer
    2

    The term buyer refers to one who buy a product .But

    buyer might not be the user of product Example: Sameer buys shawl for her mother. Sameer is the buyer but her mother is user of shawl.

    Motivation
    3

    Motivation is the act of stimulating someone or oneself to get a desired course of action, to push right button to get desired action. Albert Maslow Motivation is the process of attempting to influence others to do your will through the possibility of gain or reward. Edwin B Flippo

    Stages of the Motivation Process


    4

    Need Want/Desire Goal Behavior

    Triggering Buyer Motives


    5

    Inducing need recognition By providing correct and exact information Move consumer from actual state to desired state Triggering motivation through benefits Understand consumer better and offer him or her goods and services to meet the needs of specific target Through free gifts and cash discount

    Factor effecting buyer behaviour


    6

    Internal factor:

    Consumer buying behaviour is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. External factor: Consumer buying behaviour is influenced by: culture, sub-culture, locality, royalty, family, social class, past experience reference groups, lifestyle.

    Thank you

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