How Do Buyers Choose A Brand Product
What goes on in the mind of a consumer when they judge a product
? Just how do they choose a brand? Knowledge of the thought processes involved in choosing a brand product is an important precondition for a successful communications strategy and ultimately for sales success. This sales training article looks at the fascinating area of consumer decisions.Every judgement that the consumer makes - even if it is made rationally and after consideration - is open to subjective distortions. The reasons for this include:
Judgements are subconsciously forced in certain directions by emotions. For example: the influence of associated emotional area. The judgement of the same car can be completely different depending on whether it is exhibited in a sober-looking showroom or at an animated trade fair.
Judgements influenced by prejudices. For example: the car brand Ford has more of a conservative, less of a sporty image. Even the Focus with its powerful engine and sporty features is classified by buyers as not very sporty. This judgement is distorted and the sporty attributes of the car are underrated.
Judgements are influenced by intuitive conclusions. For example: a consumer buys a particular make of car which, objectively, does not meet their requirements, but which is the make driven by a friend of theirs. The consumer thinks, "If my friend drives this car it must be good!". Since the consumer is unaware of this attribution or suppresses it, they will probably find completely different reasons for deciding on that particular make of car. Asking the consumer about their purchasing motives in this instance would therefore yield false results. Decisions to buy inexpensive products are usually made without much thought.
Three modes of consumer behaviour are important:
Complete product quality is based on the judgement of one particular feature. This effect, which is also known in sales training as the 'halo effect', is particularly true in the purchase of everyday goods that have little to distinguish them from others. For example: Shower gel A is sold in chemists for a high price as a brand product and shower gel B is sold with no name in a supermarket. The actual product features are unknown. Consumers may well think A is kinder on the skin - without having ever checked its features.
Consumers decide on the quality of the entire product based on one product feature. Usually key information about the product is used in forming the judgement. For example: A host purchases wine for a party, but doesn't know anything about wines. So as 'not to get it wrong', they buy an expensive wine: drawing conclusions as to the quality of the wine from the key information of 'price'.
A decision is made on a feature based on the decision about another. This usually arises when different impressions are subjectively linked. For example: It is not usually possible to determine whether a cleaning fluid cleans effectively, because normal cleaning functions are fulfilled by all brands. The smell of the cleaning fluid is the thing that is remembered. The result: consumers choose the cleaning power by the smell. A cleaning fluid with a fresh, powerful smell is perceived as being a more efficient cleaner.
In summary, companies spend a lot of money developing, promoting and protecting their brand name. Understanding the motivations behind why buyers buy is a key topic on sales training courses and useful for everyone in a sales or marketing role.
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