Reasons or benefits that cause people to purchase

products to satisfy their wants and needs

 Definition
Buying motives are defined as ‘all the
impulse, desires and considerations’ which
motivate a buyer to purchase a specific
product.
 Product motives
Product motives are the impulse,
desires and considerations which make
people buy a specific product.
Emotional Motives The
emotional
• Customers
motives
urge
often the
unaware
ofbuyer
them to
• Easily do
impulsive
influenced by
purchases
advertising
without
and current
reason
styles or
logic.
Feelings, Emotions,
Impulses
Rational Motives They
• involve
Pros in
and cons
logical
• analysis
Customer
and
awareness
reasoning
• of the
Bottom line
purchase
• before
Money’s worth
deciding
to buy
Reason, Judgment,
Logic
Operational and socio-psychological
motives
• Operational motive: here person buys a
product because its a utility for them.
E.g. A family buys television because they
feel it has utility for them
• Socio-psychological motive: here a person
buys a product due to status n the society.
Like a person buys a big car to show his
status in the society,
 Patronage Motives
• The impulses and influences which make a
buyer to buy from particular shop or brand is
patronage motives
• These motives can be rational or emotional.

Joe’s Karen’s
Baked Goods
Bakery
 Types of patronage motives
Emotional motives
The buyer may buy from specific shop
without any reasons then it emotional motives
Rational motives
The buyer may select the shop because he
knows that it offers a wide selection then it is
rational motives.
Thank you