Factors that influence the purchasing decision
What factors influence a consumer's purchasing decision?
Consumer purchasing decisions are complex for many. After all, it can be influenced by a series of factors that go beyond price.
By exploring the elements that shape this decision, marketing strategies can be improved to deliver an experience more aligned with customer expectations.
From now on, we will address factors that are most influencing consumer purchasing decisions.
Influence of social networks and online assessment
The digital era has changed the market. This new era has brought with it the significant influence of social media and online reviews. Consumers seek opinions from other consumers. Digital influencers and social interactions on digital platforms have the power to shape purchasing decisions, making online presence a determining factor for companies to remain active in the market.
We can say that understanding the factors that permeate the purchasing decision is essential to developing effective marketing strategies.
As we dive deeper into purchasing decision factors, it is critical to understand how marketing strategies can be optimized to meet the changing needs and expectations of today's modern consumers.
Consumer experience must be a priority
We can already say that investing in the continuous improvement of the consumer experience is a key strategy and one of the factors that influence the purchasing decision. This includes, as examples, simplifying purchasing processes, personalizing online and offline interactions, as well as effective training for your entire sales team, aiming to provide exceptional service.
Companies that prioritize customer experience are more inclined to create lasting bonds and keep their sales high.
Take the opportunity to check out our article about How successful franchises work
Effective communication of perceived value
To optimize the marketing approach for perceived value, companies must objectively and convincingly communicate the unique benefits of their services and products.
For example, storytelling strategies, demonstrations and direct customer feedback are tools that should be increasingly explored to highlight value and thus differentiate from the competition.
Building and maintaining brand trust
Prioritizing building and maintaining trust in the brand must be constant, as this is one of the factors that influence the purchasing decision. In other words, more than offering high-quality products or services, marketing strategies must highlight elements that strengthen trust, such as: solid guarantees, transparency in negotiation practices and responsible actions.
Customization at scale
Personalization shouldn't be limited to products, it should extend to the overall customer experience. Data-driven marketing strategies must offer personalized recommendations, as well as unique promotions and interactions that reflect each customer's individual preferences. As a result, this personalization at scale creates a real connection between the brand and the consumer.
Online presence strategy and engagement on social media
You can't live away from digital. Online presence has become crucial in recent years. Marketing strategies must offer a consistent presence on the most relevant platforms for each company, in addition to proactive engagement on social media. Monitoring online reviews and participating in digital conversations helps shape a positive image and build a trusting relationship between the brand and its consumers.
In other words, in an environment where consumer expectations evolve all the time, marketing strategies must be dynamic in order to keep up with them.
This ability to continually adapt, based on an in-depth understanding of purchasing decision factors, is critical to long-term success. After all, by incorporating these strategies, businesses better position themselves in the market not only to meet, but also to anticipate and exceed their consumers' expectations.
And you, have you prepared your business with strategies that help your customer’s purchasing decision?
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Alessandra Rech Tortelli is CEO of Conex Negócios, graduated in Administration and has an MBA in Retail Management, Franchise Management and Omnichannel Retail. She worked as an internal consultant and manager of large companies, such as: Tintas Renner, Arezzo, Portobello Shop, Mormaii, Confecções Brandili, etc., in 2010 she founded Conex Negócios, a consultancy company focused on Structuring and Expansion of Companies, she is also a speaker, teacher and creator of the startup ConexHub. Alessandra loves challenges and being connected with entrepreneurs, promoting exchanges, experiences and knowledge. She believes that we are all interconnected, that the challenge of one is the challenge of all!
