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Consumer Behaviour And Marketing Communication
CLASSES OF BUYING MOTIVES
- PRIMARY MOTIVES: Primary buying motives are those that induce a person to buy a
general class of product or service. These motives are referred to as primary because they
determine the general type of product that the consumer buys. For instance, if a housewife
decides to own a food freezer because she wants to save shopping time or to save money
currently lost to food spoilage. Similarly, consumers who decide to buy television sets, homes,
washing machines, stores or any general class of product have primary buying motives. - SELECTIVE MOTIVES: Selective buying motives determine the particular BRAND of
product or service that will be purchased within a general class. For instance, the housewife
may decide to buy and she may make her decision on the basis of which brand she believes
most dependable, performs best or attractive or of lowest price. - RATIONAL MOTIVES: These motives are those that involve some sort of deliberate
reasoning process and that a person believes would be acceptable to other members of
his social group. For instance, many commercial drivers buy low-rate vehicle insurance
because they believe they enjoy the same degree of protection as if they buy a comprehensive
insurance which costs a little more. The truth in this belief is irrelevant to them as long
as they believe and think this reason will be accepted as a good one by their social group.
These types of people are displaying rational motives.
Some rational buying motives could be displayed in the following ways:
• HIGH QUALITY: as in buying a home that is framed in the best of woods, show obvious
touches of fine craftsmanship and has a brick or similar long-lasting exterior.
• LOW PRICE: such as buying a television set at an amount lower than the price set on
the article by most sellers in the area.
• LONG LIFE: as in an automobile tyre that will go 40,000 kilometres before its utility
runs out.
• PERORMANCE: as in ball point pen that won’t skip or bleed under any circumstance.
• EASE OF USE: such as in a screw driver with a magnetized tip to cling to the metal
heads of screws. Most people will not run the risk to lose their esteem in their social
group when they buy or where a purchase is made, they will rationalize their motives
by providing buying reasons of a rational nature, even when the underlying reasons may
be distinctly emotional.- EMOTIONAL MOTIVES: When a consumer makes a buying decision without careful
analysis of the pros and cons prior to the buying decision, such a consumer is said to be
driven by emotional motives. This means the consumer applied little or no deliberate thought
in reaching the decision. An emotional motive may be below the level of consciousness, it
may not be recognized by the consumer or sometimes he may fully recognize the motive
operating, but be unwilling to admit it to others because the consumer feels it would not
be accepted as a proper reason for buying by his social group.