Title: Identify customer buying motives.
Course: Fashion Marketing (8140) > Section: Developing Customer Service and Personal Selling Skills

Identification should reflect the concept that the basis of a sales presentation is using the customer's buying motives to suggest the features and benefits of the product that best match those motives. Buying motives can be emotional, rational, or a combination of the two.

Process/Skill Questions:

- What is the difference between rational and emotional behaviors?
- What lifestyle factors affect needs and wants?
- What are specific examples of features and benefits that apply to fashion products?
- What are some ways to demonstrate the customer is valued?