Sub: Marketing Management Class:II BBBA

 SHOPPING COMPORTS :
o It is always particular about shopping comforts.

BUYING MOTIVES

People buy different types of goods and service that fulfill their various needs. Abraham Maslow’s has developed
a theory explaining the general human needs. It is better known as the “Hierarchy of needs”. He has
classified human needs into the categories as shown in the following figures.
Maslow’s hierarchy of needs
5 Self actualization needs
4 Esteem need
3 Social need
Safety needs
2 Psychological needs
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 Psychological needs
These are considered to be basic needs and have the first priority. Needs for food, clothing and shelters come
under this group.
 Safety needs
These needs consist of economic and social security. Insurance is an example for this.
 Social needs
Also termed as belongingness and love needs. The act of purchasing gifts is the result of such needs. It will derive
a person to do things that will give him realization in a society. A person who reaches this stage of the
Maslow’s may desire to own a house, buy a two wheeler and so on.
 Esteem need
Needs arising out of the desire to achieve self respect and prestige in society. Most of the luxury items are bought
to satisfy this need.
 Self actualization needs
This is perhaps the final type of needs and depends more on prior fulfillment of basic needs. Such needs are the
result of one’s desire to get the maximum of one’s capabilities. Sophisticated instrument bought by
preference is an example.
 Conclusion
Maslow’s calls the first three categories of needs as “lower order needs” and the last two as “higher order needs”
according to him, esteem and self acqualisation needs will arise only after the first three categories of needs
of a person have been meet.
Although Maslow’s hierarchy needs has certain limitations, yet it provides useful information on human needs.

FACTORS INFLUENCING BUYER BEHAVIOUR

I.GEOGRAPHIC FACTOR :
a. PHYSICAL CONDITIONS
Every place has its own physical conditions which determine the buying behavior of the people. For eg :
Bullock carts are used as a mode of transport by the peoples in villages due to lack of proper roads. In cities
such carts are used mainly for transporting goods.
b. CLIMATIC CONDITIONS :
People living hill station always experiences a cold climate. Such a climate condition forces them to use
sweaters, caps etc.

II.DEMOGRAPHIC FACTOR :
a. AGE :
The age of the buyer determines his buyer behavior. Children desired to have toys chocolates etc. Adults
like cosmetic item saving cream etc. old age like spectacles walking stick etc.
b. SEX :
Certain product is desired by men and certain other by woman. For eg : Men-shoes, belts etc. Women –
Bangles, lipstick etc

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