Mark J. Wolf Blog

Want Better Ads? Understand How Consumers Make Decisions

Are you looking for ways to successfully reach your target market? Or do you want to improve your advertising campaigns?

Well, it’s pretty obvious that every marketer or business owner wants these things. But to actually get them, you need to get a better understanding of how much effort and time consumers put into decision making.

As a marketer, it’s imperative to learn exactly what your customer wants and how you can influence their decisions to purchase your product thereby giving you an edge over the competition.

Look:

Do you know that even the simplest decisions go through a range of thought processes?

This is so true! For example, a buyer may decide to purchase your product on the spot based on emotion, or he may spend a significant amount of time researching your offerings before deciding.

This just means that decision-making goes through different stages or processes.

The Three Primary Consumer Decisions

If you want to be successful in your marketing campaigns, you have to understand the way your customers make decisions, and in this post, we’re going to explore the three types of decisions your consumers are likely to make at some point in time.

Sounds good? Let’s check them out!

#1 Nominal Decision-Making – Frequent Purchases

The very first decision to consider is nominal ones.

These decisions are typically made when buying products that come with an affordable price tag. Nominal decisions have to do with buying that doesn’t require much of your effort and time.

For instance, if you’ve been making use of a particular dishwashing liquid for ten years, you wouldn’t have to go about looking for another brand once the present bottle is finished.

In essence, you’re more likely to get the same product without a second thought.

Here’s the deal:

Nominal decisions don’t just happen on the spot. It’s very likely that you must have done a quite a lot of research on a dishwashing liquid that does a terrific job at making your dishes shine.

So, your purchase tends to become nominal when you fall in love with the product and become loyal to the brand.

Another thing you ought to know about nominal decision making is that excessive marketing can ruin the purchasing journey for your customers.

For instance, if a customer is already interested in a product and willing to buy because of brand loyalty, they won’t fancy unnecessary interactions with the brand; more like asking them what they like about the item or if they wish to change anything.

So what’s the point here?

Well, too much marketing would have a negative impact on both you and your customers when it comes to nominal decision making; your budget would be debilitated, and there’s a good chance of getting on your customer’s nerves, and that’s not a good idea!

Tip:

So, if you find that purchasing your product is a nominal decision, as a marketer, you only need to maintain a thing or two about your brand.

  • Ensure that your product is always available where and when your customers are shopping
  • Use the right advertisements that are sure to capture the attention of your customers
  • Stick to the right pricing structure and be sure to vamp up your strategy when interests drop.

#2 Limited Decision Making – Semi-Frequent Purchases

Next up is limited decision making.

For starters, limited decisions happen to be a bit more involved than nominal decision-making, but the process doesn’t demand in-depth research as would be required for a higher priced item.

These decisions are typically made about mid-cost products, and they require very little involvement from your customers.

Look:

Customers who make limited decisions usually take a small amount of time to think about their purchase, but it’s very unlikely for them to go online looking for reviews or testimonials about the item or product.

However, they’re likely to consider the memory of the product or seek advice from friends before coming to a final decision.

For instance, you might decide to hit a store with an intention to purchase a particular brand of wine, but on getting to the store, you find that another wine is on sale.

At this point, your memory reminds you of how you enjoyed this wine on your last purchase but found to be too pricey for your regular shopping habits; so you eventually decide to purchase the alternative juice for the time being.

Now most of us believe that limited decisions are made due to lack of brand loyalty, but the truth is that such decisions can be associated with a need to change an existing shopping habit or the appeal of a new product.

Tip:

The surest way for marketers and brands to address limited decision making is by examining their consumer data and understanding certain factors that influence decision-making including:

  • Availability of the product
  • Quality of the product
  • Price
  • Packaging style

The most important thing is for brands to analyze this information and use the same to modify their promotional activities and develop their product up to the point where people will have no choice but to purchase from them.

#3 Extensive Decision Making –  InFrequent Purchases

Extensive or extended decisions are typically made for expensive products, and they require lots of involvement.

These purchases tend to be centered around unfamiliar brands or products and as such, require extensive thought and research before coming to a final decision.

Let’s face it; it’s not every day we head to the electronics store to get the latest flat-screen TV, so when the need arises for such, we want to be completely sure that we’re making the right choice in everything that has to do with the purchase.

Consumers are sure to spend a significant amount of time researching tons of potential options before they buy.

It’s pretty clear that major purchases have to do with significant investments and that’s exactly why consumers have to consider things from a deeper perspective.

In other words, consumers are not just going to get those higher-cost products at first sight; they’ll rather speak with trusted friends, colleagues, friends and sales professionals to get relevant information about the product before taking the plunge. They’re also likely to go online to read reviews and testimonials.

Look:

The decision-making process is bound to be longer since the customer is likely to invest a substantial amount of money.

[bctt tweet=”How can you influence extended decision making? Well, you only have to work on building a positive online presence for your brand.” username=”@markjwolf”]

  • Be sure to establish a social presence where people can easily share their thoughts and opinions about your brand’s offerings. It’s also crucial to respond positively to negative comments.
  • Ensure that your listing pages contain relevant product details, and be sure to that your staff are knowledgeable enough to provide answers to any questions customers might haves
  • Finally, provide interactive guides that are sure to assist them throughout the decision-making process.

The bottom line is for you to provide enough guidance to your customers so it can be easier for them to make a confident purchase decision.

In Conclusion

One sure thing every business or marketer should know is that the process of influencing buyer decisions is not a walk in the park, but it’s something you need to do especially if you’re looking to enhance your bottom line.

The surest hack is for you to get a better understanding of who your customers are as well as what prompts them to purchase your products.

Once you successfully do this, you’ll be able to have more impact on their buying journey and final purchase decision.

Good luck!

Mark J. Wolf

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