Purchase Motives – Product/Service Primary (incipient) Buying Motives – the stro

Question

Purchase Motives – Product/Service

Primary (incipient) Buying Motives – the strong reasons to buy categories of products or services

Secondary (selective) Buying Motives – the reasons for selection of a particular brand

Patronage Motives – Store (the reasons a consumer chooses to shop at a certain store)

Location convenience

Transaction speed and convenience

Merchandise assortment and accessibility

Price

Services offered

Ambiance

Personnel

Other patrons

List the reasons, in priority order, for shopping at your primary supermarket

List in priority order the reasons you recently selected a particular restaurant for a special occasion

Briefly discuss how a hair salon could optimize their patronage motives

Explanation / Answer

1. Listing the reason for shopping at a primary supermarket in priority order:

- Price : Since it is a daily requirement would look for supermarkets having products with affordable price

- Services offered: Also since the baggage is going to be huge would look for services like home delivery and so on

- Transaction speed and convenience: In order to avoid standing in big ques would look for stores with better transaction.

- Location convenience: Has to be nearby the residential area.

Below mentioned four would be the least consideration in the priority list.

- merchandise assortment and accessibility

- personnel

- ambience

- other patrons

2.

Listing the reason for choosing a restaurant in priority order:

- Ambience: Restaurant is a place where we go to relax and spend time while dining. Hence would look for ambience first.

- Service offered: The varieties of food in a restaurant would also be an option

- Personnel: Would expect for a personal touch

Rest would be the least in priority

- location convenience

- price

- transaction speed and convenience

- merchandise assortment

- our patrons

3.

How a hair salon could optimize their patronage motives:

Patronage motives are:

- to attract customers by providing customised services

- to have a strong reason for customers to approach their store

-to maintain the appointments in an appropriate manner.

Hair Salon's can optimise their patronage motives through:

- hiring the best stylist in industry inorder to attract customers.

- using the best in quality style products in the market

- maintaining good hygiene

- to provide with best ambience

- provide discounts and loyalty coupons

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