Buying Motives



Customers choose to buy certain products for many reasons. Those reasons can be studied and analyzed to see what kinds of motives customers have for making purchases. Understanding a customer's buying motive can help a sales associate determine which products to show a customer and which features to highlight.

Lesson Time

2 class periods
110 Minutes

Industries / Subjects / Grades

Industries / Pathways
  • Marketing, Sales, and Services Marketing, Sales, and Services
    • Professional Sales
Grade Levels
  • 9
  • 10
  • 11
  • 12

Standards and Objectives


California Academic Content Standards (1)
California's 2008 CTE Standards (4)

Related Instructional Objectives (SWBAT...)

  • Define Buying Motives
  • Understand the difference between rational and emotional buying motives
  • Identify the most common buying motives in retail sales
  • Recognize a customer's buying motives during the selling process
  • When shopping as consumers, be aware of personal buying motives
  • Define patronage buying motives and realize that they vary according to each customer's priorities

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