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The Store's Appearance of patronage motives

A customer would be attracted by a store which appears to be clean and artistically laid out with good lighting and modern fixtures.

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The Services Offered by the Store of patronage motives

Certain customer prefer salesmen to call at their office or home whereas others would rather go to the store where they can make their own selection from a large variety.

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Attitude of Salesmen of patronage motives

The customer would rather go to a store where he is assured of prompt, courteous and satisfactory service by the salesman than to one where he would have to wait for a long time before he is attended to or where he is likely to come across rude salesmen or where he knows that the salesmen are out to force sales on him an not to serve him.

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Reputation of patronage motives

The reputation of the store is a direct and powerful influence on the customers.

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Nature of Goods Sold of of patronage motives

Customers would naturally frequent a store where they can get good quality of merchandise as well as a large variety of styles, sizes, and prices.

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Location of patronage motives

In case of many commodities a person would generally go the the nearest or the most convenient store.

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Patronage Motives

In addition to the above motives, it will not be out of p,ace to consider the motives which actuate the customer in buying his requirements from one particular shop, store or organisation rather than from another.

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The Problem solving Approach

As already indicated, the salesman is not selling a product but offering benefits to the customer. Generally the customer has a problem which he wants to solve. For example, a housewife who buys an electric iron is trying to solve her ironing problems.

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Selling Points and Buying Motives

A product has certain selling points or advantages. However all selling points cannot be used on all the customers.

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Combination of Motives

It is necessary to use only one buying motive in a sales talk. Appeals should be combined to lower the customer's resistance.

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Habit of buying motives

Habit is a very important motive for the salesman as about three-fourths of the purchases are due to habit.

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Curiosity of buying motives

A woman's curiosity is almost as great as man's. Curiosity is described by psychologists as a desire for new experience.

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Comfort and Convenience of buying motives

Although money cannot buy happiness, with money one can be unhappy in comfort. Comfort and convenience is a very important motive in connection with the sale of luxury articles such as automobiles, furniture, vacuum cleaners, washing machines and various other articles.

Click to read - Comfort and Convenience of buying motives

Physical Well-being or Health of buying motives

Physical Well-being or Health of buying motives

Click to read - Physical Well-being or Health of buying motives

Love or Affection for Others of buying motives

This appeal is in contrast to the one just discussed. It is an unselfish motive. Many men can be motivated into immediate action by an appeal to their sense of duty or love for the family or their desire to be of service to humanity.

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Sex or Romance of buying motives

Sex is very important motive in the case of sale of articles such as fancy clothes, cosmetics, ministrations in beauty parlours and tickets to dances.

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Fashion of buying motives

Closely related to the motive of pride is that of fashion. Fashion is at times described as the tax imposed by the clothing trade on vanity or as the fantastic becoming universal.

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Pride of buying motives

Pride in personal appearance is equalled by pride in accomplishment or attainment of high business or social position.

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Vanity of buying motives

Vanity is motive which plays a very important part in the life of all human beings. The parent who strives to make his child like himself is actuated by vanity.

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Profit or Cupidity of buying motives

This motive is very closely related to the desire for personal adequacy as a person wants money in order to satisfy his other desires.

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