You would probably agree that we all have different shopping demands and needs whether it is buying a coffee, a movie ticket, or a business. Well, let us recall what you have bought recently and why you’ve made such a buying decision exactly. What was the process behind your decision – a necessity, a calculation, or, maybe, a dream?
Anyway, there was something that motivated you to give your money to the seller without any regret. And now, we would like to get to the bottom of what affects the purchase of a product or service, what the main stages of consumer behavior are, and, primarily, how this information can be applied to boost sales.
Factors that can influence the consumers’ buying decisions
Eminent scientists and marketing gurus have studied for a long time consumers and the processes they use to choose products and services in order to understand what influences consumers’ buying decisions. There are lots of scientific papers that investigate the psychological motives and behavioral factors of buyers. This is a kind of interesting investigating area. However, let’s not get too deep into it today yet just summarize the main points, based on our knowledge, experience, and observations.
So, all the purchases the consumer make by his/her choice can be divided into three main categories:
- An informed purchase choice
- A spontaneous purchase choice
- A purchase choice made under the influence of something.
Here is a typical example. A girl enters the store to shop for her favorite shampoo and honey shower gel. She picks up the shampoo, heads for the shower gel, and suddenly her gaze is fixed on a new face mask. The girl takes a product carefully examining the beautiful packaging and studying a piece of information about a product on a label and immediately takes a decision to buy the face mask since this is exactly what she needs to her mind. And voila, the face mask goes to the shopping cart along with the shampoo.
When picking up the honey shower gel that she usually buys, this girl meets her friend, out of nowhere, who paints in the details all Pros of brand-new shower gel, which magically smooths the skin making it soft and silky. So, what do you think our girl’s reaction to a friend’s story will be? Right you are. She will buy the shower gel recommended by her friend instead of the familiar bottle.
As you can see, she buys three products instead of the two planned, namely:
- The favorite shampoo, she planned to buy.
- The face mask, which packaging she liked.
- The shower gel, recommended by a friend.
Let’s sum up her purchase. Despite the fact that the check amount has not increased due to the purchase of a new shower gel and a face mask (the price of two items is equal to the cost of the shower gel she usually buys), there is a change in the dynamics of sales.
Well, let’s analyze step by step what factors have exactly affected the girl’s purchase decision.
- Loyalty to the product (brand, manufacturer).
- Packaging and label design.
- Authoritative opinion (review, ads, marketing campaigns).
Consumer buying behavior while choosing a product
The purchasing decision process that has been given as an example can be studied from different aspects. In this regard, we are interested in a completely practical issue: how to motivate a person to buy a certain product.
We have considered a specific case of what consumer buying behavior is like. There can be a huge number of such examples and they will all be dissimilar. However, in the bulk of the examples, it is possible to trace trends, highlight specific patterns, and conduct modeling of the decision-making process of purchase.
The AIDA Model, which stands for Attention, Interest, Desire, and Action model, is the classic of the genre and identifies the fundamental stages that a consumer goes through during the process of purchasing a product. Sometimes two more stages, such as Satisfaction (the satisfaction from the purchase) and Motivation (the motivation to make a second purchase) are added to the listed ones above.
By building these stages as steps, marketers, advertisers, designers, brand managers, and sales managers literally lead people by their hand motivating them ultimately to make a purchase.
Such industries as marketing, advertising, and sales have targeted all touchpoints during a customer’s purchase journey, that is, from capturing the buyer’s attention to a product, brand, or service, to arousing consumer interest, which grows into a burning desire to own the product and, consequently, prompts the consumer to the action, i.e., to finally make a purchase.
It would seem to be an easy-to-understand scheme. However, it is either implemented non-professionally or does not realize in practice at all. Thus, we have come to the essential conclusion: act professionally or trust the experts!
Act professionally or trust the experts!
How can marketing affect the consumer purchasing decisions?
In today’s world, people are shopping less and less often because of acute shortages. Even if there is a dire need, the market nearly always offers a wide selection of similar products made by various manufacturers or brands. This applies to both food and non-food products and services.
The other feature of modern consumption is a shift toward the emotional component when not a product itself yet the pleasant feelings of its purchase are important to a person.
And the last essential point lies in the fact that the customer chooses not just a product or service but rather a brand that inspires his confidence. When choosing a brand, the buyer, first of all, relieves himself of the need to critically evaluate the quality of the product, and secondly, he positions himself in modern society.
All of these aspects are a gold mine for marketing. By studying the sentiments and actions of the target audience, marketers offer businesses effective strategies to boost sales. And the honorable place in these strategies belongs to branding and design.
How can design affect a person?
The vast majority of people are visuals by nature, perceiving most of the information through vision, and they are really lucky. Other psycho types have to adapt in their purchasing decision since they have to choose products primarily with their eyes. After all, you can’t open a bottle of wine or a box of chocolates to appreciate all originality of taste or, for example, to determine the effectiveness of the toothpaste or detergent in a store.
Therefore, the customer is guided mainly by the product appearance carefully examining the packaging and the label when choosing a new product. Accordingly, the chance to be purchased has such a product that stands out from the mass of competitive products.
Branding and good design do boost sales
Here is exactly the way where the AIDA Model is 100% modified. When a package or label design captivates a person’s attention and arouses positive interest in a product, then a person feels an urge to buy the product. Consequently, this person will make a purchase if there are no annoying hurdles such as inaccessible price, poor service, or other obstacles.
It’s essential to be aware for marketers and business owners that branding and good design do boost sales. If you want to build a strong brand and to have a design that can sell your products, please contact us to get expert advice for free right now.