“Buying motives can be defined as influences or considerations which impel the prospects to buy, induce or determine the choice for the purchase of products and services.” –Garry Dessior.
Thus, buying motives are influences that provide the impulse to buy. They are driving forces to act this way or that way. In the following article, you will know the factors influencing buying motives. The knowledge of these buying motives is significant because :
(i) They help to understand the human mind.
(ii) They enhance the efficiency of facing the consumers. However, there are three considerations which make a person purchase a product:
(a) He has a desire, which is to be satisfied.
(b) He has an urge which induces him to purchase.
(c) He has a reason.
Factors Influencing Buying Motives
A large number of cultural, social, personal, and psychological factors influencing the buying motives of a consumer. These have been discussed as under:
1. Cultural Factors
Culture decides the consumption habits, eating habits, food preferences, etc. For example, Indians do not eat beef because cows are sacred to Hindus. However, Japanese Americans and the people of Argentina consume beef in large quantities.
2. Social Factors
Social elements such as the economic conditions of the family and the status of the family have a great influence on buying behavior. The buying behavior of a wealthy family will be completely different from that of a low-income family. Social factors are the important factors influencing buying motives. A status-aware individual will visit a branded shop to purchase anything, whereas a normal man will go to an economic store. Costly customer durables, together with a Fridge, coloration televisions, air-conditioners, music systems, and many others., are intended for the higher income companies who deal with this stuff as a standing image.
3. Personal Factors
The personal factors of an individual, such as occupation, income, lifestyle, etc., are important determinants of an individual buying decision. The income level determines the expenditure of a person. Lifestyle reflects the manner in which a person lives. These are the factors influencing buying motives.
4. Psychological Factors
Beliefs, attitudes, learning etc. are the psychological factors influencing the buying motives of an individual.
Key Points for the Buyer
A buyer (consumer) should keep in mind the following key points at the time of purchasing:
- The buyer should ask for the invoice, payment receipt, and guarantee card.
- It should read all the instructions carefully written on the label of the product before use.
- Awareness of the availability of similar goods in the market.
- The buyer should be aware of the risks involved in the product’s use.
- He should buy ISI mark goods and other certified goods.
- There should be fairness in dealing with the seller.
- The buyer should abide by the terms and conditions of the contract with the seller.
- The buyer should raise his voice against complaints about goods at the proper forum.
Salient Features of the Doctrine
After studying the above paragraph, the following key features may be withdrawn:
- The buyer must examine the goods to his satisfaction before he buys them.
- When a buyer discovers some defects in goods after buying, the seller is not liable for such defects.
- It is the duty of the buyer not to “take a chance” but to ‘take care’ and examine the goods before he buys them.
- It should be noted that the seller is not responsible if the goods are not suitable for the object for which they have been purchased.
- The seller’s liability arises only when there are latent defects in goods that were not apparent at the time of purchase.
- Unless there is an agreement to the contrary, the risk involved in a purchase is of the buyer.
A consumer behaves differently in different situations. There are various factors influencing the buying motives of the consumer. These are cultural factors, social factors, personal factors, and psychological factors. A consumer has to take care of different points while buying any goods or services.