Introduction advertising unit Structure

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13.3.2 Classification of Buying Motives :
Buying motives are 
generally classified as follows: 
(a) Primary Motives :
They are the basic needs of men. An 
individual has to satisfy such motives to some extent or the other. 
They exhort the strongest influence. They are according to 
psychologists „biogenic needs.‟ Examples of such motives are food, 
drink, security etc. 
(b) Secondary Motives : 
When a person overcomes the basic 
needs than secondary motives come into existence. They are 
developed or learned. Since they are developed or learned, they 
vary with the conditions of learning. They may be less dependable 
motives. Although for some products they may influence as strongly 
as primary motives. The most commonly known secondary buying 
motives are as follows: 
1. Fear :
This is a very powerful motive. It forces a person to do 
many things which otherwise he would have not done. Fears may 
be of several types. Thus there are fears of meeting with an 
accident, fears of financial loss, fears of loss of wealth, fears of 
uncertainly of human life etc. 
2. Profit :
This motive springs from a person‟s desire to have more 
money. A person requires money to satisfy many wants. This 
motive may take two forms: (a) to make money; and (b) to save 
money. 
The first form is positive whereas the second one is negative. 
The persons of the first form will spend money in order to 
accumulate it further but those of the first form will spend money in 
order to accumulate it further but those of the second form may 
prove misers as they want to save only. 
3. Vanity :
This is also an important motive. It also influences 
Purchase of many articles. Normally women suffer from vanity. 
They require to be flattered. The sale price of sarees, perfumes, 
beauty aids, etc. depend upon the principle of vanity. 
4. Habit :
It is said “habit once formed become second nature.” 
They are powerful forces to initiate purchases. Therefore this 
motive is equally important. A person may chew paan or supari, 
smoke cigarettes inhale snuff out of habits. 
5. Curiosity :
Man does many things out of curiosity. Man landed 
on the moon out of sheer curiosity to find out whether life existed on 
it or not. A person may put efforts to acquire knowledge out of 
curiosity. Curiosity of children cannot be disputed. 

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