Imagine if you will, a caveman. Let’s call him Grog. Now Grog is hungry. Grog sees his rival, Moot, chewing on a dinosaur leg. So Grog clubs Moot in the head and voilà – he has a dinosaur leg to solve his hunger problem now.
That’s the purchasing process in a nutshell. Well, thankfully it’s gotten a tad more civilised these days. *Cough* Black Friday *Cough*
Nevertheless, the underlying drive to acquire what we want or need is still very much relevant today. As marketers, one of the key skills we must master is understanding the psychology of why people buy things. What makes them want or need something enough to part with their hard-earned money for it? Let’s start by looking at the purchasing process.
The purchasing process can be broken down into five broad steps.
- Problem identification
- Research
- Evaluation of alternatives
- Purchase decision
- Post-purchase behaviour
- Problem Identification
“That was a salty biscuit. Now I need some candy.”
It all starts from a need or a want. When the potential customer recognises that, they will go on to…
- Research
“Convenient store, or supermarket?”
Once the need or want has been identified, research begins. The customer could whip out a phone, discuss with a friend, or draw from their own knowledge in searching the sources to get what they want.
- Evaluation of Alternatives
“Jelly beans? Maybe. Oooo… Chocolates!”
Depending on the scale of the need, savvier shoppers wouldn’t settle on just one choice. By evaluating alternatives, the customer can feel he or she has done the due diligence to select their perceived ‘best’ choice.
- Purchase Decision
“I’ll just grab this cheaper brand.”
Finally, it’s decision time. After exhausting the options, the customer makes the choice and marches up to the counter to buy the product.
- Post-purchase Behaviour
“Yuck! What is this!? Never again!”
But the journey doesn’t end with the purchase. What happens after – how the customer evaluates their new product – profoundly shapes their future buying choices.
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Of course, this is a relatively basic breakdown of how people buy things. Because people are intrinsically complicated creatures, purchasing behaviours like impulse buying or habitual buying are one of many drivers of why people buy things. Let’s take a look at some deeper reasons.
Emotional Triggers
Often overriding logic, emotions play a huge role in purchases. An example is buying an item like a ceramic vase, not for its utility, but for what it symbolises (e.g., sophistication, a new life stage), bringing long-term satisfaction.
The FOMO Factor (Scarcity and Urgency)
The fear of missing out is a powerful motivator. Limited availability and time-sensitive offers (like Taylor Swift concert tickets) create a sense of urgency, driving purchases even when supply isn’t artificially limited.
Social Proof
In the digital age, collective wisdom and community recommendations have replaced traditional word-of-mouth. Seeing numerous positive testimonials and shared experiences (e.g., a trending skincare product in a Facebook group) can compel purchases, fostering a sense of belonging and trust in collective choices.
Atmospheric Intelligence
This refers to the subtle but potent influence of shopping environments on consumer behaviour, extending beyond obvious elements like background music.
So how does knowing the psychology of purchase matter to brands?
Understanding these intricate layers of purchase psychology allows your brand to move beyond simply selling products to connecting with customers on a deeper level.
By recognising the various stages of the purchasing process, you can tailor your marketing messages and provide the right information at the right time, whether it’s comprehensive details for a complex purchase or simple, direct appeals for habitual buying.
Understanding the customer’s decision-making process empowers you to strategically facilitate their purchasing journey. Crafting seamless experiences that guide them efficiently from initial need to post-purchase satisfaction not only boosts brand visibility but also reduces friction and elevates delight, cultivating a loyal base of repeat customers.
Consistently delivering quality in your product or service is paramount for fostering habitual and impulsive buying decisions. The cornerstone here is trust – trust in your brand and in your consistent delivery of quality. In other words, with strong branding, you can cultivate unwavering customer confidence that drives repeat purchases. And to craft that solid branding for your business, you can always partner with…
I Concept – Craft Closer Connections with your Customers
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