Buying motives as the invisible forces of inner-man of every prospect enjoy certain characteristics of their own. The most significant one are:
1. They are the Inner Feelings:
The buying motive is an important aspect of buyer’s psychology like those of knowledge, attitude, intention, or the image. It is a feeling, emotion or an instinct which creates a strong desire to buy or purchase an article or a service. It is an influence or a consideration that provides an impulse to buy or induce an action to possess and use in satisfaction. It is a need fulfilling activity that converts need into want leading to its satisfaction for to end the tumult or tension pervading in black-box.
2. They are Countless:
Like human desires or wants, the buying motives are many. We have listed some twenty important buying motives on illustrative basis. Man and woman are a big bundle of desires and, hence, motives. Some of these are hidden or covert and unexplained That is why, even the psychologists of repute have not been able to understand the human mine in its totality. Only they know that humans react in a particular way to reflexes. However, al reflexes are not unfolded.
3. They Differ in Significance:
All buying motives are of not equal importance. They are capable of being dialoged on a scale preference. Mr. Abraham Maslow’s ranking work; here. According to him, the motives can be arranged to physiological, Safety, Social, ego and self-actualisation. Physiological needs are necessary to maintain health and normal well-being Safety needs are the desires for provide secured environment and protection to life and living Social needs include feelings of belonging, friendship, love, affection and concern for others Ego needs are purely individual needs including self-esteem, personal reputation and status Fulfillment of esteem needs give individual a feeling of personal worth and self-confidence Self-actualisation needs relate to the desire to attain one’s own full potential in life and work These lead to life-time unique achievements. That is, the order of ranking given is followed under normal circumstances.
4. Buying Motives are Not the Same For All:
Buying motives need not be same for all the people. The buying motives differ from person to person because, they differ in heredity environment in which they live, level of education, training and experience leaving aside income for the sake of argument. As a result, they have different angles or perspectives of thinking -hereby varying buying motives operate. Mr. Copycat may buy a car as a handicapped person while Mr. True-lies may buy to show of his riches. Mr. Munna-bhai may be enters a particular shop because of the vicinity while Mr. Lai Singh because of its imposing face-lift.
5. Buying Motives Differ in Intensity:
Intensity of buying motives differ widely from individual to individual even in case of the same buying motive. Thus, everyone, on an averagegdoes in for life-insurance these days as a safety measure. Thus, Mr. Pyarelal may take a policy of Rs. 50,000 while Mr. Popatlal may take of Rs. 20,00,000. For Mr. Pyarelal, his policy has much higher psychological value than Mr. Popatlal because, value of money is less for Popatlal. In terms of vanity, it is the lowest in case of Pyarelal while highest in case of Popatlal.
6. Buying Motives Influence Together:
Whenever a person decides of buy, his buying decision is hardly the result of only one single buying motive. They work in union to force him to decide to buy. When Mr. Clean wants to buy a fully automatic front-load washing machine his motives are both product and patronage, and rational and emotional. That is, he may buy because of economy, convenience, as a status symbol, attractive make or even colour or other special features like ‘taking’ washing machine. Thus, it is a mix of these that makes him to buy a particular product or service.
7. Group Influence Has its Role:
Though buying motives are purely individualistic as he is the decider, buyer, user, or the enjoyed, the decision to buy is not ultimately done on his own thinking. Man is a social and rational animal and so is a woman. When Mr. Eversmiling is to pay for the car for his family, it is the motives of all members of family, children, home ministry, judiciary, peers, even a household servant, neighbours and relatives do have their say and he has to respect their feelings or urges. Thus, it his is not purely individualistic motive system that works.
8. Buying Motives Differ with Changing Environment:
Buying motives do not remain same. With the advancement technology, life-styles, economic prosperity, the value system, these undergo a change. What is important is that one who does not change or adjust according to the piece of technology and value system, he will be ‘odd man’ and has to be out. Thus, our grand father believed in a philosophy “simple living and high thinking” or “spend less than what you earn”.
“Honesty is the best policy”. “Work hard, do not go in for easy money”. By the time my father ruled the roost, these values were Shaken. “High thinking and high living”; “Earn more spend more”. Honesty is not always the best policy”. “When opportunity comes make easy money”. When I am ruling the roost these values have again changed. “Simple thinking high living”; Spend more than what you earn”. Honesty is the worst policy”. “Always go in for easy money”. When my son comes to power, his perceptions will be totally different. If they are different, one should not blame aim. It is because, when every one is stark naked, and you are the only person wearing inner-wears, you are an odd man. Todays, and tomorrows philosophy of life is life is, “short timed”, to enjoy the life, you have to beg, borrow or steal, or you will be behind the rat race.