RATIONAL BUYING MOTIVES

RATIONAL BUYING MOTIVES

 

Rational buying motives are those which are based on sound judgement. Here, the people buy products after making proper evaluation and analysis. People usually compare utility, price, quality, durability etc. of the products with the competing products, before the purchase.

Elements Under Rational Buying Motives

Economy: Under this motive, the customer buys products on the basis of price. He expects more benefits from less investment. Such a motive attracts people to offer and discount sales. Economic advantage is the motive here.

Utility: Utility is the ability of a product to satisfy human wants. Customers purchase goods which have higher utility. When a customer is asked to select from two, a rational customer selects only the product which has better utility.

Comfort and Convenience: Comforts and convenience are preferred by everybody. When he believes that certain product can bring comfort and convenience, he purchases it. Customers purchase T.V., Computer, Mobile Phone, Car, Washing Machines, Heater, Cooler, etc. for their pleasure and comfort.

Durability: Durability is the ability of a product to hold out for long, without wear and tear or destructive changes. Rational people prefer those products which are durable, because they want to get benefit of their investment for long time. Such people are quality conscious and make purchases accordingly.

Security: Rational customers prefer safe and secured products. Such people construct safe houses, use branded appliances and equipment, hire bank lockers, take insurance policies, prefer bank transactions etc.