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Core concepts of marketing and buying motives
1. Core Concepts of Marketing and
Buying Motives
By
Asst Prof. Venkatesh.N
Koshys Institute of Management Studies
2. Objectives of the Study
A. Explain why customers buy.
B. Classify customer buying motives.
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3. Objective A
Explain why customers buy.
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4. All People Have Needs and
Wants.
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5. A Need . . .
Shelter
Food
Something required or essential which is lacking
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Studies by Venkatesh.N
6. People can have a variety of needs
A Want same. time.
..
and wants at the
?
Once a need /want
?
is satisfied, people
can concentrate
on others.
?
Something desiredInstitute of not always essential
but Management
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7. People Do Not Want and Need the
Same Things at the Same Time.
The car you want
may not appeal to
your neighbor.
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This difference
accounts for the
variety of goods and
services available.
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8. Needs and Wants Change.
As you go through
When you get older,
In high school
life, needs/wants
the professional
you might want
image of a briefcase change or
may a backpack.
is desired.
become less
important.
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9. Many Factors Cause Needs/Wants to Change.
Age
Educational level
Marital status
Income level
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Parenthood
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10. Many Factors Cause Needs/Wants to Change.
Place of residence
Influence of friends
and relatives
Culture
Seasons of the year
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Economic conditions
11. People Buy Goods and Services to
Satisfy Needs and Wants.
Product:
Reasons for buying:
To be like their friends
People buy theFor comfort
benefits whichFor protection
products/services offer.
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12. People Buy Goods and Services to
Satisfy Needs and Wants.
Product:
Reasons for buying:
The image they
think it represents
Fuel efficiency
Its ability to handle
well in the snow
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13. People Buy Benefits–Not Features
• Features are important only in terms of
how they benefit the customer.
• The feature is meaningless if it doesn’t
benefit the customer.
If customers never drive in
the snow, how interested
would they be in a car that
handles well in the snow?
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14. People Buy Different Benefits
To save time
To get cleaning
power
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15. For sales success . . .
YOU
must determine desired benefits.
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16. Reasons or benefits that cause people to purchase
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products to satisfy their wants and needs
Studies by Venkatesh.N
17. Why Buy a Steak?
Buying Motives
• To be viewed as a certain
type of person
• To make business contacts
• To socialize with others in
age/professional group
A customer needs food
and wants a steak at a
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18. Why Buy a Blazer?
Buying Motives
• The blazer is stylish.
• Everybody has one.
• He thinks he looks
good in blue.
A customer needs
clothing and wants to buy
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19. Customers Know/Don’t Know
Their Buying Motives
?
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?
Why am I
buying this?
?
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21. Motives Change
• From customer to
customer
• From time to
time
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22. Jake’s Cars
As empty nesters,
Jake knew he’d be
Jake’s family wanted a
the envy of his
fuel-efficient car that
friends in a new
was easy to maneuver.
sports car.
As Jake’s family
grew, they needed a
vehicle with lots
of room, comfort,
and safety.
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24. Categories of Buying Motives
Emotional
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Rational
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25. Emotional Motives
Feelings, Emotions,
Impulses
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Adventure
Affection
Appearance
• Customers
often unaware
Change/Variety
of them
Comfort/Convenience
• Easily
Fear
Health
influenced by
Leisure
advertising
Pleasure
time
and current
stylesRecreation
Recognition
Social or group
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Security approval
Studies by Venkatesh.N
26. Rational Motives
Accuracy
Convenience
• Pros and cons
Durability
Dependability
• Customer
Economy Efficiency
Increased
awareness
Health production
Knowledge
• BottomLow
line
cost/maintenance
Profit Qualityworth
• Money’s of
workmanship/materials
Reason, Judgment,
Safety Service
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of Management
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Logic Koshys InstituteVenkatesh.N
Simplicity Versatility
Studies by
27. Relationship of Emotional and
Rational Motives
ot
m
E
l
na
io
R
at
i
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on
al
Combine
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Conflict
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28. Rational Motives
• Ease of operation
• Economy
• Time savings
Emotional Motive
• Increased leisure time
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29. Emotional Motives
• Appearance
• Prestige
Rational Motives
• Durability
• Quality
• Versatility
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31. $
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We all have
emotional
motives for
buying certain
items, but
we like to
justify spending
our money.
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32. “But I really do
People prefer to
need that gold-plated
electric shaver.”
believe that they
are buying on
the basis of
rational
motives.
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33. Responsibilities of Salesperson
• Pointing out benefits that appeal to
customer’s rational thinking
• Comparing lists of rational and emotional
motives to find out which motives appear
on both lists
• Determining if the customer is buying for
emotional or rational motives
• Focusing sales presentation on the
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customer’s buyingbymotives
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34. Patronage Motives
• Customer makes purchases in one business
rather than another.
• These motives can be rational or emotional.
Joe’s
Bakery
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Karen’s
Baked Goods
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35. Examples
• Customer services
and policies
• Price
90 Days
Same as
Cash!
• Courteous sales staff
• Product
• Product assortment
• Fashion
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37. Digital-based photography sources:
CORBIS CORP.
Small Business
Obj. A: #052
Photos copyright 1998 Corbis Corp.
750 Second Street, Encinitas, CA 92024
DIAMAR
People & Lifestyles Vol. 3
Obj. A: #PEO_04, #PEO_13, #PEO_16
Obj. B: #PEO_03
Photos copyright Diamar Interactive Corp.
600 University Street, 1701 One Union Square, Seattle, WA 98101-1129
DIGITAL STOCK CORP.
Business & Industry
Obj. A: #008
Photos copyright 1998 Corbis Corp.
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750 Second Street, Encinitas, CA 92024 of Management
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38. Digital-based photography sources:
EYEWIRE IMAGES
Corporate Life
Obj. A: #CLI_003
Photos copyright Eyewire Inc.
833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada
PHOTODISC, INC.
Family & Lifestyles Vol. 15
Obj. A: #308
Photos copyright PhotoDisc, Inc.
2013 Fourth Ave., Seattle, WA 98121
STUDIO GEAR
People & Professions 2
Obj. A: #SP2019
Photos copyright Image Club Graphics of Management
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Koshys Institute http://www.imageclub.com
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39. Digital-based photography sources:
T/MAKER COMPANY
ClickArt Photos
Obj. B: #TRNGR020
Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA
94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is a
registered trademark of T/Maker Company. ClickArt Images copyright 19841994 by T/Maker Company. All rights reserved.
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40. Copyright:
All photographic digital images on this CD are owned by the
aforementioned photographic resources or their licensors and
are protected by the United States copyright laws, international
treaty provisions, and applicable laws. No title to or intellectual
property rights to the images on this CD are transferred to you.
These sources retain all rights and are not to be used, digitally
copied, transferred, or manipulated in any way. To do so is a
violation of federal copyright laws.
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