PATRONAGE BUYING MOTIVE

PATRONAGE BUYING MOTIVE

 

Patronage buying motive is the motive to buy products from a particular place or shop. If a person visiting Mumbai wants to stay at Taj Hotel, or if he wants to have breakfast at Indian Coffee House, it is called Patronage buying motive. Service quality, comforts available, location of the shop, attitude of sales people etc. maybe the reasons for such preference.  

Elements under Patronage Motive

Service quality: Quality of service is an important motive which inspires the customers to buy from certain shops. Some shops offer credit facility, home delivery, free installation, free repair and maintenance etc. to ensure service quality.

Quality: Some shops are attracted by the superior quality of their products. Purity, utility, durability, hygienic factors etc. may be the various factors determining quality. As long as the customers believe that, the products of a certain shop are of quality, they prefer such shops to make their purchases.

Location: Some times, the location of a shop may be the attracting factor. Such shops may have better accessibility, spacious parking facility, proximity to other shopping centres, nearness to bus or rail stations etc.

Store loyalty: Some shops are well known for certain products. Some may have prestigious backgrounds; some others may have historical relevance. People always keep some kind of loyalty to certain shops and prefer such shops when they make their purchases. Appearance, trust, quality, experience, price etc. may also be the reasons for store loyalty.

Attitude of sales people: Friendly and amiable behaviour of salespeople affects the customers in selecting shops to make a purchase. Customers always prefer those sales people who give respect and recognition to them.


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