1
An advantage customers receive from using a product
Benefit
A fact about or characteristic of a product
Feature
Something required or essential that is lacking
Need
A desire for something that may or may not be required
Want
The reasons or benefits that cause prospects—both individuals and businesses—to make purchases to satisfy their needs and wants
Buying motives
Acting according to an intellectual identification with the thoughts, feelings, values, attitudes, and/or actions of another person
Empathetic
Reasons for buying that are based on reason, judgment, or logic
Rational motives
Emotional or rational reasons for buying that cause people to choose one business over another
Patronage motives
Reasons for buying that involve an appeal to the customer’s emotions or feelings
Emotional motives
The reason for making a purchase that has the greatest influence on a customer’s buying decision
Dominant buying motive