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The purchase decision.. Motives and roles

 

The purchase decision
The purchase decision

The purchase decision, like other decisions, in which one (the decision-maker) makes a certain judgment of what to do in this particular situation, after a thorough examination of the various possible alternatives.


The purchase decision


Here, according to all theories explaining the purchase decision, it is a solution to a problem, which means that when one is exposed to a problem, one resorts to studying all possible means and alternatives, and goes through a long series of stages and steps before taking a particular decision that is sufficient to solve his problem, and meet his need.


But what influences the purchase decision? And what are the motivations that drive the customer to buy and prefer a particular product alone? That's what we're going to try to unravel in the following lines.


Procurement roles:


The purchase process is very complex, there are a lot of stages and steps that the buyer goes through before eventually acquiring the item, but all this process takes place smoothly and quickly at the same time, the roles of the purchase are as follows:


1-the initiator: that person who proposes to buy this product or acquire this commodity, but it does not mean that this initiator is the decision-maker, he may only propose to buy but he does not have the funds to obtain what he proposed to buy.


2. influencer: this is a completely external party, that is, it stands outside the whole process, but it, however, influences the "purchase decision", and such influencers as friends, coworkers.. Etc. Their influence may be positive or negative, but their influence exists anyway.


3. decision-maker: it is that person who has full authority in making the decision to purchase this or that commodity, and of course, there are a lot of factors that have come together in this person, giving him this authority, some financial factors, others personal factors.


In fact, it is this person to whom all marketing efforts and activities should be directed; he is the one with the helm and decision-making on the one hand, not to mention that working with other players in the purchase process will be less feasible than trying to influence the decision-maker himself.


4-buyer: this person has little influence, and this is the opposite of what it may be in the apparent case, when you make the decision to buy a specific commodity, it is OK to send someone to get it, and the fact that this person is the buyer does not mean more than just an instrument in the hands of the original decision-maker.


5. the final consumer: the person for whom the commodity was purchased, the consumer, and the final beneficiary. This person has an important role in the valuation process; a negative valuation of the commodity may lead to lower purchase rates and vice versa.


Procurement roles

Buying motives:


The purchase process is complex, the buyer's motives for acquiring this or that commodity are complex and multiple as well, some of the motives for buying in some are innate, in the sense that one is born breakfast on it, others are acquired, through which one acquires the environment, upbringing, and social environment.


Not only that, but there are conscious and unconscious motivations, in the first case one understands why one prefers this product alone, and has a list of reasons to make the decision to buy it, but in the unconscious/ unconscious case one is driven by a hidden force that one does not know what it is to make this decision and


There is also another type of motivation, which is rational versus emotional motivation; in the case of rational motivation, the purchasing decision is taken with great care and precision, and it is based on a series of reasons, and it is taken after reviewing all the alternatives, choosing the best and most suitable ones.


On the other hand, an emotional decision is based on an individual's desire to imitate, emulate, or even a desire to just appear.


In any case, there are a lot of other patterns in buying motives, what we are concerned with is how marketers should deal with each of these motivations, it goes without saying that there is no way to deal with everyone.


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