Why consumers buy a specific product? The answer to this question is that the consumers have the desire which motivate them to buy a particular product. The buying motives of the consumer are broadly divided into two categories:

1. product motives

2. patronage motives

1)      product motives of consumer:- product motive means the desire of the person to buy a

specific product.

a)      Emotional motive: it is a type of buying motive where a person is without any reason or logic emotionally attached to a particular product. For eg. Children are emotionally attached to buy chocolates.

b)      Rational motive: it is a type of buying motive where a person thinks before buying. Like women generally think before buying the product.

c)      Operational motive: it is a type of buying motive where a person has the utility (want satisfying power) for the product. For eg. a woman buys washing machine as it has utility for her.

d)      Socio-psychological motive: it is a type of buying motive where a person buys a product due to prestige or status in the society. Like a person buys luxury car to show his status in the society.

2)      Patronage motives of consumer:- these are further divided into two parts:

a)      Emotional motive: it is a type of buying motive where a person is without any reason or logic emotionally attached to a particular product. For eg. Children are emotionally attached to buy chocolates.

b)      Rational motive: it is a type of buying motive where a person thinks before buying. Like women generally think before buying the product.

Summary of the buying motives of the consumer are shown in diagram form as: