Much of my role as a Customer Behaviour Analyst revolves around getting a deeper and deeper understanding of what motivates customers and consequently I have recently undertaken some field research to examine the relationship between product tasting and purchase.

What I discovered was very interesting;-

People generally cannot cope with choice – too much choice and they get overwhelmed but importantly perceptions and expectations play a vital role.

Surprisingly saying something is healthy can put a number of customers off the product, like red wine is low in sugar.

Pre-warning people about what they are about to drink can shape their perceptions and lead to truth verification rather than product evaluation.

And any preconceptions can play a massive role in product choice

Some of the common reasons why people buy are;

Prestige or Aspirational purchase – Something is purchased for an esteem-related reason or for personal enrichment.

Name Recognition – When purchasing a category you’re unfamiliar with, branding plays a big role. Maybe you had to buy diapers for a family member and you reach for Pampers because of you’re familiarity with the brand, even though you don’t have children yourself.

Ego Stroking – Sometimes you make a purchase to impress/attract the opposite sex; to have something bigger/better than others, friends, etc. To look like an expert/aficionado; to meet a standard of social status, often exceeding what’s realistically affordable to make it at least seem like you operate at a higher level.

Niche Identity – Something that helps bond you to a cultural, religious or community affiliation. Maybe you’re a Harvard alumni and Yankee fan who keeps kosher. (You can also find anti-niche identity by rebellion, assuming you’re pretty comfortable with irony.)

Indulgence – Who doesn’t deserve a bit of luxury now and then? So long as you can afford it, sometimes there’s no better justification for that hour-long massage, that pint of Cherry Garcia ice cream, or that $75 bottle of 18-year single malt scotch other than “you’re worth it” (best when said to self in front of mirror with a wink and/or head tilt).

If you understand your customers you can then develop your marketing and advertising to attract that audience.

You want to dig deeper into your customers in 2016, get in touch and see how we can assist.

Mark Dethick  M.Ed, D.M.S.

Customer Behaviour Analyst