1.03

When customers make purchases, they are actually buying the __________ that products offer.

• prestige

• benefits

• services

• features

Answer explanation

The correct answer is 'benefits'. When customers purchase items, they are not just buying the product itself, but the advantages or 'benefits' that the product offers. While features, services, and prestige can be associated with a product, it is the 'benefits' that customers buy.

Determine whether the following statement is true or false: Two prospects may buy the same product to obtain different benefits.

• False; prospects buy products based on the products' features.

• False; products offer the same benefits to all prospects.

• True; all prospects have the same product wants and needs.

• True; products offer different benefits to different prospects.

Answer explanation

The statement is true, but the reason given in the answer is incorrect. Although all prospects may have the same basic needs, different prospects may buy the same product to obtain different benefits. The product's features and benefits can be perceived differently by different prospects, based on their individual needs and preferences.

The reasons that cause people to purchase products are called

• needs.

• wants.

• features.

• buying motives.

Answer explanation

The question asks for the term used to describe the reasons that lead people to make purchases. Among the options, 'buying motives' is the most fitting term. 'Buying motives' refers to the reasons or factors that influence an individual to buy a particular product. 'Needs,' 'wants,' and 'features' can be components of buying motives, but they are not the overarching term.

When people make purchases on the basis of reason or logic, they are using __________ buying motives.

• rational

• patronage

• emotional

• inappropriate

Answer explanation

The question asks about the type of buying motives people use when they make purchases based on reason or logic. The correct answer is 'rational'. This is because when people use reasoning and logic for their purchases, they are making considered, thoughtful decisions, which is the definition of rational behavior.

When customers buy on the basis of their feelings or impulses, they are using __________ buying motives.

• rational

• detached

• emotional

• patronage

Answer explanation

The question asks what kind of buying motives customers are using when they buy based on their feelings or impulses. The correct answer is 'emotional'. This is because emotional buying involves making purchases based on feelings, moods, or emotions, rather than logical or rational thought processes. The term 'emotional' perfectly describes this behavior.

Customers purchase from one business rather than another because of __________ buying motives.

• rational

• patronage

• emotional

• impulsive

Answer explanation

Customers choose to buy from a particular business over another due to patronage buying motives. This means they have a loyalty or preference towards a specific business due to factors like service quality, personal rapport, or previous positive experiences. Thus, patronage is the correct choice.

The concern for a product's durability can best be described as a(n) __________ buying motive.

• rational

• patronage

• emotional

• traditional

Answer explanation

The correct answer is 'rational'. The concern for a product's durability is a logical consideration based on the product's features and functions. This is a rational buying motive, as it is based on reasoning and practicality, unlike emotional, patronage, or traditional motives.

Which of the following buying motives could best be described as emotional:

• Accuracy

• Increased production

• Group approval

• Quality of materials

Answer explanation

The best described emotional buying motive among the given options is 'Group approval'. This is because such a motive is driven by the desire to fit into a group or society, which is primarily an emotional decision rather than a practical one. Other options such as 'Accuracy', 'Increased production', and 'Quality of materials' are more related to practical or logical aspects.

Which of the following is a patronage buying motive:

• Desire for variety

• State of health

• The product's safety

• Product assortment

Answer explanation

A patronage buying motive is based on factors that make a customer choose one store over another. This could include factors such as location, service quality, or assortment of products. In this case, the question is asking about 'patronage buying motive' and the correct option is 'Product assortment'. This is because a wide variety of products can attract and retain customers, making it a patronage buying motive.

A prospect who wants to buy tickets for a white-water rafting trip to experience the adventure of the rapids has __________ buying motives.

• rational

• patronage

• emotional

• traditional

Answer explanation

The correct choice is 'emotional' because the scenario in the question involves a prospect wanting to experience the adventure of rapids through a white-water rafting trip. This clearly indicates an emotional buying motive wherein the decision is driven by the desire for thrill and adventure, rather than any rational, patronage or traditional motives.