Users.
Buyers.
The Buying
Center
Influences.
Gatekeepers.
Decision Makers.
Buying
Motives
More of the decisions are based on rational
buying motives rather than emotional
motives.
Research and analysis concerning the
product and the company selling it is often
conducted prior to purchase.
Ultimate Consumer
Buying Motives
Ultimate Organizational
Buying Motives
Increase wealth
Alleviate fear
Secure social approval
Satisfy bodily needs
Experience happiness or
pleasure
Gaining an advantage
Imitating
Dominating others
Recreation
Improving health
Profit
Economy
Flexibility
Uniformity of output
Salability
Protection
Utility
Guarantees
Delivery
Quality