When the buyer’s need is raised to a particular level they become the motives which mean “I want to achieve this” which ultimately affect the consumer buying behavior. This means that the consumers have the desire which motivate them to buy a particular product. The buying motives of the consumer are divided into two categories:

 I) Product motive:- product motive means the desire to buy a particular product.

i. Emotional motive: it is a type of buying motive where a person is without any logic or reason emotionally attached to a particular product. For eg. Children are emotionally attached to toys.

ii) Rational motive: it is a type of buying motive where a person thinks twice before buying the product. Like before buying a car people generally think about its mileage, speed, looks, after sale services etc.

iii) Operational motive: it is a type of buying motive where a person feels that the product has want satisfying power. For eg. a family buys television because they feel it has utility for them.

iv) Socio-psychological motive: it is a type of buying motive where a person buys a product due to status in the society. Like a person buys big house to show his status in the society.

 II) Patronage motives:- these are divided into two parts:

i. Emotional motive: it is a type of buying motive of consumer where a person is without any logic or reason emotionally attached to a particular product. For eg. Children are emotionally attached to toys.

ii) Rational motive: it is a type of buying motive where a person thinks twice before buying the product. Like before buying a car people generally think about its mileage, speed, looks, after sale services etc.