What is the term for the reasons a customer hesitates to buy a product?

The correct term for the reasons a customer hesitates to buy a product is "objection." This refers to any concern, doubt, or argument that a customer might express regarding the purchase of a product. Understanding objections is crucial in sales and customer service, as it allows sales professionals to address these concerns effectively and guide the customer toward a buying decision.

Objections can stem from various factors, such as price, perceived value, product features, or personal needs, and addressing them often involves clarifying information, providing reassurance, and highlighting the benefits of the product. This understanding is a key part of the selling process, as it enables sellers to tailor their approach to meet the customer's needs more effectively.

The other terms do not accurately describe customer hesitation: emotional buying motives relate to feelings that drive purchases, patronage buying motives are tied to loyalty to specific brands or retailers, and suggestion selling refers to recommending additional products to a customer after a purchase decision is made.