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Buying Motives - Definition

“Those influences or consideration which provide the impulse to buy, induce action or determine choice in the purchase of good or services”.

Psychological Factors

MotivationLearningBelief and AttitudeCulture

Socio-economic background PersonalitySocial GroupPerception

These motives are influenced by the following elements

Motivation

A person has many needs at any given time.

Some needs are biogenic, they arise from physiological states of tension such as hunger, thirst, discomfort.

Other needs are psychogenic, they arise from psychological state of tension such as belongingness, loneliness, need of recognition, esteem.

Learning

It involves changes in an individual behavior arising from experience. Most human behavior is learned.

Process Drive Stimuli Cue Response Reinforcement

Generalization Discrimination

Drive is a strong internal stimulus impelling action.

Cue or Minus stimuli that determine when, where and how a person response.

Eg: Suppose you buy an IBM Computer. If your experience is rewarding, your response to computer and IBM will be positively reinforced. Later on when you want to buy a printer you may assume that because IBM makes good computer, IBM also makes good printer. In other words you generalize your response to similar stimuli.

A counter tendency to generalization is discrimination.

Discrimination means that the person has learn to recognize difference in set of similar stimuli and can adjust response accordingly.

Belief and Attitude

Belief may be defined as descriptive thought that the person hold in particular things.

An Attitude is a person’s enduring favorable or unfavorable evaluations, emotional feelings and action tendencies towards some object or idea.

CultureCulture is nothing but belief, idea, tradition,

habits, customs. Buying motives are very often controlled by cultural attachments and sentiments.

For example, certain section of the society remains as vegetarian. They attach important to cultural value.

Socio-economic Background From the marketing point of view this

aspect is a highly powerful element that support purchasing divisions. Income and Class are two factors involved here.

For Instance the buying habits of individual workers will be totally difference from that of the agricultural labors. Similarly the pattern of the purchase by a rich man and a poor would be opposite in nature. Their expenditure pattern also will be different.

Personality

“ The sum totality of all traits possessed by an individual is known as personality”.

One individual is difference from the other not only in physical respect but also in their behavior. There are so many theories are developed to explain the personality and its influence on behavior of people. Normally people are divided in to two classes.

1. Extrovert 2. IntrovertBut how far the personality features would be

associated with buying patterns is yet to be established.

Social Group

Psychologist are of opinion that group behavior has influence on individual behavior. Group may be formal or informal groups may be organized on friendship, age, sex, common interest etc. Certain prestige product are bought not based on individual need but simply to get an individual indentified with group.

Perception“The way in which people look at things”.

It may be defined as a process by which individual organize and interpret their sensory impression in order to give meaning to their environment.

Perceptual Process

Perceptual through puts

Receiving -> Selecting ->Organizing ->Interpreting

Perceptual Inputs

Stimuli

Perceptual outputs

Action

Perceptual Inputs:The stimuli is nothing but environmental subject, events, incidents. People can be consider as the perceptual inputs.

Perceptual throughputs: The actual transformation of these inputs through the perceptual mechanism of selection, organization and interpretation can be treated as the through puts.

Perceptual Out put:The Resultant opinions, feelings, attitude, anger, sorrow, happy etc which ultimately influence our behavior can be viewed as the perceptual out put.

Dimensions of Perception

How the perception influence or affects the buying motives. There are 3 different dimension that affect human being perception. They are

1. Selective Attention2. Selective Distortion3. Selection Retention

1. Selective attention:

People are exposed to a tremendous amount of daily stimuli.

For example the average person may be exposed to over 150 advertisements a day. Because a person can not possibly attend to all of these. Most stimuli will be screened out. This process is called as Selective attention.

People are more likely to notice stimuli that relate to current need.

2. Selective distortion:

People do not selectively pay attention to difference stimuli. They also selectively distort them. This selective distortion happens because people add their own value and beliefs to the message.

3. Selective retention:

People will forget much that they learn but they retain the information which suppose their attitude and belief because of selective retention.

Ex: Mr. X is likely to remember good points about Hero Honda and forget good points about Bajaj & TVS.