Title: Explain customers' buying motives.
Course: Marketing (12164) > Section: Selling Products and Services

Explanation should include

- rational buying motives – concerned with savings, convenience, durability, quality, and safety
- emotional buying motives – concerned with appearance, social approval, guilt, and fear
- patronage buying motives – concerned with services, policies, brand loyalty, ambience, personnel, and location.

Process/Skill Questions:

- Why is it important for businesses to understand buying motives?
- How are the buying motives of businesses different from those of consumers?
- What are examples of companies that use rational buying motives? Emotional buying motives? Patronage buying motives? How do the companies use these motives to sell their products/services?
- What factors affect how a customer makes a buying decision?
- How can the physical environment of a retail setting encourage the customer to make a purchase?