Buying Motive

A buying motive refers to the inner urge or psychological influence that prompts a consumer to make a purchase. It is the driving force behind consumer behaviour and helps marketers understand why customers choose certain products or services. Buying motives are closely linked to human needs, desires, and emotions, and play a crucial role in shaping marketing strategies, product design, and promotional messages.

Concept and Importance of Buying Motives

Buying motives explain the reasons for consumer purchases and the factors influencing their decisions. Every purchase—whether rational or emotional—is guided by one or more underlying motives. Understanding these motives enables marketers to align their offerings with customer expectations, improve satisfaction, and strengthen brand loyalty.
Importance of Buying Motives:

• Helps in Market Segmentation: Identifying motives allows firms to divide consumers into meaningful segments based on needs and preferences.
• Improves Product Design: Products can be tailored to fulfil specific psychological or functional motives.
• Guides Promotional Strategies: Advertising can be designed to appeal to consumers’ dominant motives such as status, comfort, or security.
• Enhances Sales Efficiency: Salespersons can match their selling approach to individual motives.
• Encourages Brand Loyalty: When a brand consistently satisfies a customer’s motive, repeat purchases occur.

Classification of Buying Motives

Buying motives are generally classified into two broad categories: Product motives and Patronage motives, each of which can be further divided into rational and emotional motives.

A. Product Buying Motives

Product motives are reasons that influence a consumer to buy a particular product or service. These relate to the qualities, features, or benefits of the product itself.

1. Rational Product Motives

Rational motives are based on logical reasoning and practical considerations. The consumer evaluates the product objectively, comparing quality, price, and utility.
Examples and Key Rational Product Motives:

• Economy: Consumers seek value for money, preferring reasonably priced products. Example: Buying a fuel-efficient car to save on running costs.
• Quality: Desire for superior quality or performance drives the purchase. Example: Purchasing branded electronics for reliability.
• Durability: Preference for long-lasting products, such as sturdy furniture or durable clothing.
• Utility or Functionality: Focus on usefulness or efficiency, like buying a washing machine to save time.
• Convenience: Choice of products that offer ease of use, accessibility, or comfort. Example: Preferring ready-to-eat meals.
• Safety and Security: Purchases made for protection or assurance, such as insurance policies or safety equipment.

2. Emotional Product Motives

Emotional motives arise from feelings, desires, or psychological impulses rather than logic. They are often personal and subjective, linked to pride, love, or fear.
Examples and Key Emotional Product Motives:

• Pride or Prestige: Buying luxury goods or branded clothing to reflect status and success.
• Affection or Love: Purchasing gifts, toys, or jewellery to express love or care for others.
• Imitation: Buying products similar to those used by celebrities or peers.
• Comfort or Pleasure: Seeking products that provide relaxation or enjoyment, such as perfumes, music systems, or holidays.
• Fear: Buying life insurance, home security systems, or medical products to avoid risk or uncertainty.
• Ambition: Purchases made to achieve a personal goal or aspiration, like enrolling in skill development courses.

B. Patronage Buying Motives

Patronage motives influence a customer’s choice of where to buy rather than what to buy. These motives determine the selection of a particular shop, brand, or supplier.

1. Rational Patronage Motives

Rational patronage motives are based on objective and logical factors that make a particular store or seller more attractive.
Examples and Key Rational Patronage Motives:

• Price Advantage: Choosing a store that offers discounts, reasonable prices, or better deals.
• Quality of Service: Preference for sellers providing efficient, courteous, and reliable services.
• Convenient Location: Selecting stores situated near the customer’s residence or workplace.
• Product Variety: Choosing outlets that offer a wide range of goods or brands.
• Reputation and Reliability: Patronising well-established and trustworthy sellers.
• After-Sales Service: Preference for sellers providing repair, exchange, or warranty support.

2. Emotional Patronage Motives

These motives are influenced by feelings or psychological satisfaction derived from dealing with a particular store or brand.
Examples and Key Emotional Patronage Motives:

• Personal Relationship: Buying from a shop due to friendliness or personal connection with the seller.
• Store Atmosphere: Preference for aesthetically appealing or comfortable store environments.
• Prestige or Status: Patronising premium outlets or brands to display social standing.
• Habit: Repeated purchases from the same seller due to comfort or familiarity.
• Trust and Loyalty: Continuing to buy from brands or stores that have proven dependable over time.

Economic and Psychological Basis of Buying Motives

Buying motives stem from a combination of economic and psychological influences.
Economic Factors:

• Income level and purchasing power.
• Price sensitivity and product affordability.
• Market competition and product availability.

Psychological Factors:

• Perception and attitude towards brands.
• Personality and lifestyle preferences.
• Cultural and social influences, including family and peer groups.
• Motivation and emotional needs, as described by Maslow’s Hierarchy of Needs (physiological, safety, social, esteem, and self-actualisation).

For example, a consumer may purchase a luxury car not just for transportation (functional motive) but also to fulfil esteem and status needs (emotional motive).

Role of Buying Motives in Marketing Strategy

Marketers analyse buying motives to design strategies that resonate with customer expectations and trigger purchasing behaviour.
Applications in Marketing:

• Advertising and Promotion: Messages are crafted to appeal to dominant motives such as pride, comfort, or economy.
• Product Design: Features are tailored to meet specific rational or emotional desires.
• Pricing Strategies: Motives like economy or value drive competitive pricing models.
• Brand Positioning: Emotional motives such as prestige or trust are leveraged to create distinct brand identities.
• Sales Approach: Sales personnel are trained to identify and address customer motives during interactions.

For instance, a bank promoting savings accounts may target rational motives (security, future planning), while a luxury watch brand emphasises emotional motives (prestige, success).

Examples of Buying Motives in Practice

• Automobile Industry: Rational motives include fuel efficiency and safety, while emotional motives include status and pride of ownership.
• Fashion Industry: Emotional motives such as imitation and prestige dominate.
• Insurance Sector: Motives like fear and security play a key role.
• Food and Beverage Industry: Emotional motives such as pleasure and comfort are common.

Significance of Understanding Buying Motives

Comprehending buying motives is crucial for the success of any marketing effort. It enables firms to:

• Predict consumer behaviour more accurately.
• Strengthen brand-customer relationships.
• Create effective communication strategies.
• Enhance customer satisfaction and loyalty.