Moslow in a pyramid form known as hierarchy of needs

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Moslow, in a pyramid form known as ‘Hierarchy of Needs’. Annamalai University
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52 Satisfaction proceeds through each of the five stages viz., psychological, safety, social, self esteem and self realisation. When one need is satisfied, the customer will seek higher goals and thus proceeds up the hierarchy. It seems that distinction between needs and wants is necessary here. Needs are general in nature and common to all people. For example, need for safety is common. But all needs may not become demand. Only when need becomes specific and is consciously felt, it would turn to be a want. Once such wants are generated, they are conditioned by certain motives. These are termed as buying motives. Buying motives are defined as “those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods or services. These buying motives may be classified into two: i) Product Motives ii) Patronage Motives Product Motives: Product Motives may be defined as those impulses desires and considerations which make the buyer to purchase a product. Product motives may still be classified on the basis of nature of satisfaction as. a) Emotional Product Motives and b) Rational Product Motives Emotional product motives are those impulses which persuade the consumer on the basis of his emotion. The buyer does not try to reason out or logically analyse the need for purchase. He makes a buying to satisfy: (i) pride; (ii) sense of ego, (iii) urge to imitate others; (iv) his desire to be distinctive. Rational product motives are defined as those impulses which arise on the basis of logical analysis and proper evaluation. The buyer makes a rational decision after cheap evaluation of the purpose, alternatives available, cost benefit, and such other valid reasons. Product motives may also be classified in the following ways; i) Operational product motive ii) Socio-psychological product motives Operational product motive may be defined as an impulse arising out of the ability or function that a product is likely to provide, Socio-psychological product motive may be defined as the desire to buy the product which shall arise as a result of psychological or social significance that a buyer attaches to the product. Patronage Motives: Patronage Motives may be defined as consideration or impulses which persuade the buyer to patronise specific shops. Just like product motives, patronage can be grouped as emotional and rational. Emotional Patronage Motives are those that persuade a customer to buy from specific shops, without any logical reason behind this action. He may be subjective for shopping in his favourite Annamalai University
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53 place. Rational Patronage Motives are those which arise when selecting a place depending on the buyers satisfaction that i) It offers a wide selection ii) it has latest models iii) it offers good after-sales service etc.
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