Buying Motive

Meaning of Buying Motives

A learner once quoted for Buying Motive as “A motive can be defined as a drive or an urge for which an individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase of something.

Motive is inner urge that prompts a person to perform some action. It can be a strong desire, feeling, a drive or any emotion which plays a role in the consumer’s decision to purchase a product or a service.

Characteristics of Buying Motive

• There is a process by which individual decides whether, what, when, from whom, where & how much to buy.
• It comprises of mental and physical activities of a consumer.
• Individual behaviour is also influenced by internal and external factors.
• There is drastic change in the attitude and behaviour of consumer

The stages to Consumer Buying Decision Process:

Not all decision processes lead to a purchase. All consumer decisions do not always include all stages, determined by the degree of complexity.

1. Problem Recognition: (Awareness of Need)-Consumer recognizes a problem or need.  The need can be triggered by internal stimuli when one of the person’s normal needs rises to a level high enough to become a drive.  Hunger-Food.  A need can also be triggered by external stimuli (such as advertisement).
2. Information Search- a stage in which the consumer is aroused to search for more information; the consumer may simply have sharp attention or may go into active information search.  This is usually done on higher ticket purchases such as cars, pianos, computers, etc.
3. Evaluation of Alternatives – The consumer uses information to evaluate alternative brand choices.  Different process for every consumer, involves weighing product attributes and their ability to deliver benefits.
4. Purchase Decision – Choose buying alternatives, includes product, package, store, method of purchase, etc.
5. Post-Purchase Evaluation – Outcome; Satisfaction or Dissatisfaction. Was the decision made was right? This is the buyer’s doubts shortly after a purchase about whether it was the right decision.  This can be reduced by warranties, after sales communication, etc.