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Buying motive
Physical
Emotional
Rational
Patronage
Psychologic
al
Buying Motives
What motivates prospects to buy? Why do they buy what
they do? Each prospect enters the selling and buying
process with emotional needs and motives that singularly
or together cause them to buy your service or product.
People buy for their own reasons, not yours or your
company’s. Often these reasons are rooted in emotion
rather than logic, so although they may not seem
reasonable to you, they are important to the prospect.
By being more aware of these buying motives in your
prospects, you may help reinforce how your products and
services meet their needs. The following buying motives
are not presented in any special order, and no one motive
is more important than another. At least one of these
motives applies to every purchase (sale), although often
more than one is involved.
1
2 Desire for gain. The prospect desires to gain financially by
the purchase of the product. This especially applies to investments
and variable products, and relates more to greed than to need.
3
4 Fear of loss. The motivation here is the anxiety of losing
what they have, a fear of financial loss if the product is not
bought. The fear of loss is a prime motivation in the purchase of
any type of insurance.
Convenience
Convenience is the desire to use products that are easy or
pleasant to take, and thus ensure compliance. We have seen this
with physicians favoring products that have a once a day dosage.
Physician also likes products with low side effects, because they
do not get annoying phone calls from patients who are having
problems. It should be kept in mind that physicians have so many
products to choose from, that they cannot possibly prescribe them
all. So what usually happens is that physicians get into the habit
of prescribing the two or three products that they know best, for
each therapeutic area. Once again convenience prevails.
Appearance
Physicians may prefer a product’s attractive color, because
children will take it more readily. Many physicians believe that
bright colors, in tablet or capsules (especially antidepressants),
are more acceptable to patients. Appearance can be a very
important prescribing motive for the physician.
Performance
By performance we mean the desire for a product that
produces immediate, dramatic results, one that works on a variety
of patients. A very important and very challenging motive in our
business, because you can’t look at a one pill and distinguish
whether it will perform better than another.
Economy
The physician’s desire to save money for patients. Economy
may be brought about by lower price, shorter duration of therapy,
and no or less hospitalization, less time off work, and avoidance of
relapse.
Safety
Every physician puts safety at the top of his or her lists of
motives. They all appreciate a product with a minimum of
undesirable side effects or high therapeutic ratio.
Pride/Pleasure
Desire for satisfaction, success and esteem, avoidance of
discomfort, patient complaint or colleague’s criticism. Status is
involved here, especially if you are one of the first to prescribe a
new high tech product.
We want to sell these prescribing motives in the most
effective way possible. It involves noting each physician’s general
prescribing motives and specific prescribing motives for a
particular indication, or type of patient.
When prescribing a product, one, two, or three motives will
normally be enough to make the sale, if we have planned well and
have selected the correct motives. All of these motives have to be
supported with plenty of proof from analyzing the product for
features, advantages, and benefits.
Emotional motives are very powerful and often are the underlying
basis of the DMB, dominant buying motive. Successful salespeople
ask "feel-finding" questions during the "Recognition of Needs"
phase of the buying process to uncover these powerful motives.
Rational Buying Motive.
This is a motive which usually appeals to the customer's reason or
logical judgment. A buying decision based on rational buying
motives is generally the result of an objective review of available
information. Some examples include: (a) profit potential or
enhancement, (b) quality of service, and (c) availability of
technical assistance. Successful salespeople ask "fact-
finding" questions during the "Recognition of Needs" phase of the
buying process to uncover rational buying motives.
Motives--
A motive is an internal energizing force that orients a person's
activities toward satisfying a need or achieving a goal. Actions are
effected by a set of motives, not just one. If marketers can
identify motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!
o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization
Need to determine what level of the hierarchy the consumers are
at to determine what motivates their purchases.
Handout...Nutriment Debunked...
Nutriment, a product marketed by Bristol-Myers Squibb originally
was targeted at consumers that needed to receive additional
energy from their drinks after exercise etc., a fitness drink. It was
therefore targeted at consumers whose needs were for either
love and Belonging or esteem. The product was not selling
well, and was almost terminated. Upon extensive research it was
determined that the product did sell well in inner-city convenience
stores. It was determined that the consumers for the product were
actually drug addicts who couldn't not digest a regular meal. They
would purchase Nutriment as a substitute for a meal. Their
motivation to purchase was completely different to the motivation
that B-MS had originally thought. These consumers were at the
Physiological level of the hierarchy. BM-S therefore had to
redesign its MM to better meet the needs of this target market.
Motives often operate at a subconscious level therefore are
difficult to measure.
Perception--
What do you see?? Perception is the process of selecting,
organizing and interpreting information inputs to produce
meaning. IE we chose what info we pay attentionto, organize it
and interpret it. Information inputs are the sensations received
through sight, taste, hearing, smell and touch.
Selective Exposure-select inputs to be exposed to our
awareness. More likely if it is linked to an event, satisfies
current needs, intensity of input changes (sharp price drop).
Selective Distortion-Changing/twisting current received
information, inconsistent with beliefs.
Advertisers that use comparative advertisements (pitching
one product against another), have to be very careful that
consumers do not distort the facts and perceive that the
advertisement was for the competitor. A current
example...MCI and AT&T...do you ever get confused?
Selective Retention - Remember inputs that support
beliefs, forgets those that don't.
Average supermarket shopper is exposed to 17,000 products
in a shopping visit lasting 30 minutes-60% of purchases are
unplanned. Exposed to 1,500 advertisements per day. Can't
be expected to be aware of all these inputs, and certainly will
not retain many.
Interpreting information is based on what is already familiar, on
knowledge that is stored in the memory.
Handout...South Africa wine....
Problems marketing wine from South Africa. Consumers have
strong perceptions of the country, and hence its products.
Handout...Olds mobile.....
Oldsmobile vs. Lexus, due to consumers attitudes toward
Oldsmobile (as discovered by class exercise) need to disassociate
Aurora from the Oldsmobile name. Exxon Valdez-nearly 20,000
credit cards were returned or cut-up after the tragic oil spill.
Honda "You meet the nicest people on a Honda", dispel the
unsavory image of a motorbike rider, late 1950s. Changing market
of the 1990s, baby boomers aging, Hondas market returning to
hard core. To change this they have a new slogan "Come ride with
us". Attitudes and attitude change are influenced by consumer’s
personality and lifestyle. Consumers screen information that
conflicts with their attitudes. Distort information to make it
consistent and selectively retain information that reinforces our
attitudes. IE brand loyalty. There is a difference between attitude
and intention to buy (ability to buy).
Personality--
all the internal traits and behaviors that make a person
unique, uniqueness arrives from a person's heredity and
personal experience. Examples include:
o Work holism
o Compulsiveness
o Self confidence
o Friendliness
o Adaptability
o Ambitiousness
o Dogmatism
o Introversion
o Extroversion
Traits affect the way people behave. Marketers try to match the
store image to the perceived image of their customers. There is a
weak association between personality and Buying Behavior; this
may be due to unreliable measures. Nike ads. Consumers buy
products that are consistent with their self concept.
Lifestyles--
Recent US trends in lifestyles are a shift towards personal
independence and individualism and a preference for a
healthy, natural lifestyle.
CONCLUSION
Buying motives are the influences which provide impulse to buy,
induce or determine choice in the purchase of goods and services.
They are the driving forces to act this way or that way. The
knowledge of these buying motives is significant because: 1. they
help to understanding the human mind to match the products
accordingly. 2. They enhance the efficiency to face the customers.
3. They improve sales prospects with increased satisfaction to the
customers.
BIBLOGIRAPHY
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Buying Motives
Physical Buying Motives
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PERSONNEL SELLING