Buying Motives & Comparison Shopping

Introduction to Business & Marketing

Today’s ObjectivesUnderstand consumer buying motives.Compare buying motives based on

reasoning to buying motives based on emotion.

Practice comparison shopping in order to determine the best buy among products and services.

Buying MotivesReasoning vs. Emotion

Based on Reasoning Price Convenience Safety Health Quality Guarantee /

Warranty

Based on Emotion Style Color Family / Peer

Approval Celebrity

Endorsement Power

Smart Shopping…

Savvy Shoppers Take your time before

purchasing. Time your purchase for

best pricing. Avoid impulse buying.

Comparison ShoppingSmart shoppers know how to…

Compute per unit cost. Sometimes

prices vary by size.

Read labels for the size / weight of each product.

Figure out how much you are paying per unit.

Peanut Butter – Brand A8 oz.$1.60 per jar

Peanut Butter – Brand B20 oz.$3.00 per jar

Compare Sales Promotional Sales

Limited-time offer that may happen once or on a recurring basis“30% off entire store – this week only!”

Clearance SalesFinal offer used to quickly sell the remaining stock of products“30% off the lowest marked price”

Research ProductsTypes of Merchants

Full-service Discount Specialty Outlet Supermarket Warehouse Convenience

Stores

Review AssurancesWarranties

Costco vs. Best BuyGuarantees

Satisfaction Guarantee?

Confessions of a Shopaholic…