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.
Comments
Post a Comment