By the word, ‘motive’ we means the force which induces a person to act in a particular way. Just as power causes a machine to move and electricity causes a lamp to give light, similarly motive is the driving force which induces a person to act in different ways. Thus, we can say motives are drives or urges or promptings that are responsible for human behavior.
“Buying Motives” are motives which make people which make people to buy things. For example, vanity makes a man to buy things that others do not have. Affection for children may be responsible for buying toys. Patriotism may be a motive for buying goods made in the country. Vanity, affection and patriotism are buying motives. Thus, buying motive is the feelings, thoughts, emotions and instincts which create a desire in the customers to buy the mind of the customer, but not in the product.
Buying motives are the inner feelings, urges of the customers which make them to buy certain goods and services.
Buying motives explain the reasons as to why customers purchase a particular product or service. They provide a solid base on which the salesman develops the selling points.
A study of buying motives enables a salesman to present his product in such a way as would satisfy the particular motive of the customer concerned.
The various may be vanity, pride, economy, fashion, habit, comfort, necessity, love and affection etc., which prompt a customers to buy the goods and services.
A salesman has no control over ‘buying motives’ as those are the inner feelings of the customers.
As the ‘consumers are the kings’ of the modern marketing system, therefore buying motives come first on which selling points depend. Therefore the goods are produced by a manufacturer to match the buying motives of the customers.
(vii) Sources of acquiring knowledge
A study of different types of buying motives of different types of customers greatly depends upon the ability, skill, imanigination and psychological study of salesman.
(i) Selling points are the special points of features of a product with which the attention of customers is to be drawn towards the product.
(ii) Selling points explain the reasons as to why a particular product is to be sold to customers. If these points are properly explained, consumers become satisfied on products or services.
(iii) A proper knowledge of the special features, i.e. selling points of the various products should be acquired by the salesman. This will help him in delivering his sales talk effectively.
(iv) The selling points constitute unique methods of production, attractive design, beautiful colours, liberal discount, attractive packing and others.
(v) A salesman has full control over ‘selling points’, as he can use any or all points he likes to sell his products.
(vi) Selling points come next to buying motives. After goods have been manufactured as personality the buying motives of customers, selling points are thought upon.
(vii) A salesman can master the selling points of very goods by his past experience, use of those goods, consultation with senior salesman and by study of sales journals.