The decision to purchase or not to purchase is preceded by a complex decision-making process normally influenced by several factors. These factors are a combination of emotional considerations and facts are can be isolated and discussed by the marketing team to enhance their sales. They are the buy motives and are responsible for a customer's decision to buy a particular product as opposed to the other and to buy from one shop and not the other.
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 consumer purchase motives can be categorized into product buying decisions and the patronage buying decisions. Under product category, there are emotional decisions and the rational decisions. The patronage decisions are also further subdivided into emotional and rational.
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 other subdivision of product buying motivations is the rational product buying decisions. There is where conscious consideration and logic goes into the process of decision-making. The buy decision is based on facts rather than emotions. Some examples include durability, convenience, economics, safety issues, low prices, versatility, and utility.
The other classification is the patronage motives that mainly focus on the shop or the seller from where the customer chooses to purchase. It seeks to explain why the buyer patronizes one seller and not the other seller. This is also further subdivided into emotional patronage and the rational patronage.
The emotional motivations that make the purchasers patronize some shops and not the others are quite many. The issues that may appear like the simple look and appearance of the shop in the manner in which the products are arranged appeals to the emotion of the clients. The other factors are prestige, imitation, habit, the level of service offered, and many others.
The rational patronage on the other hands focuses on patronage decisions that are based on reasoning, analysis, and rational considerations. In this category, the issues like prices, the convenience, reputation, credit facility, efficiency, and reputation are some of the motivations.
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 consumer purchase motives can be categorized into product buying decisions and the patronage buying decisions. Under product category, there are emotional decisions and the rational decisions. The patronage decisions are also further subdivided into emotional and rational.
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 other subdivision of product buying motivations is the rational product buying decisions. There is where conscious consideration and logic goes into the process of decision-making. The buy decision is based on facts rather than emotions. Some examples include durability, convenience, economics, safety issues, low prices, versatility, and utility.
The other classification is the patronage motives that mainly focus on the shop or the seller from where the customer chooses to purchase. It seeks to explain why the buyer patronizes one seller and not the other seller. This is also further subdivided into emotional patronage and the rational patronage.
The emotional motivations that make the purchasers patronize some shops and not the others are quite many. The issues that may appear like the simple look and appearance of the shop in the manner in which the products are arranged appeals to the emotion of the clients. The other factors are prestige, imitation, habit, the level of service offered, and many others.
The rational patronage on the other hands focuses on patronage decisions that are based on reasoning, analysis, and rational considerations. In this category, the issues like prices, the convenience, reputation, credit facility, efficiency, and reputation are some of the motivations.
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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