Customer Decision Making
A good salesperson does not just
sell a product’s FEATURES. They
sell . . .
BENEFITS
How do you know what
BENEFITS the customer wants or
needs?
Lesson Objectives: You will
be able to
• describe the difference between
rational and emotive customer
motives to buy.
• identify a few rational and emotive
motives for making purchases.
• describe extensive, limited and
routine decision making processes.
A rational buying motive is
a conscious, factual reason to
• dependability
buy.
•
•
•
•
•
•
•
•
time savings
money savings
convenience
comfort
health or safety
recreational value
service
quality
My Mountain Bike
dependability
time savings
money savings
convenience
quality
comfort
service
recreational
value
health & safety
An emotive (emotional) motive is
a feeling experienced by a
customer through association with
a product.
• social approval
•
•
•
•
•
recognition
power
love
affection
prestige
social approval
recognition
power
prestige
love
affection
Both rational and emotional motives may
be present in the same purchase.
Michelin tires
Rational motives
• Safety
• Wide tread for
traction
• 80,000 mile
warranty
• Quality name brand
Emotional
motives
• Loved ones
• look MACHO on my truck
• I can afford expensive
tires!
• I buy only the BEST!
Guess which buying motive . . .
Products
•
•
•
•
•
•
Ford Focus
Ferrari
Levis jeans
Hilfiger jeans
Keds
Air Jordans
Customers
•
•
•
•
Teenager buying a car
YUPPY buying a car
Parent buying a car
Retiree buying a car
How much thought and
consideration does a customer
put into a buying decision?
• Amount of previous experience with the
product or company
• How often the product is purchased
• Amount of information necessary to make a
wise buying decision
• Importance of the purchase to the customer
• Perceived risk
• Time available to make the decision
Extensive decision making
Degrees of
• little or no information known
decision making
• high perceived risk
Limited decision making
• has purchased before but not
regularly
• moderate degree of
perceived risk
• needs some information
Routine decision making
• purchased before
• high prior experience
• low risk
Remember!
Brand loyalty will
move the decisionmaking process from
Extensive toward the
Routine.
On a clean sheet of paper . . .
• Write down four (4) products for each of
the decision-making levels
– Extensive
– Limited
– Routine
• Using your product, write down four (4)
detailed rational and four (4) emotional
buying motives that a customer may
experience with your product.
Due before the end of class today.
Homework
Complete end-of-chapter
exercises A & B
Due tomorrow at beginning of
class