Understanding the Purchase Behaviour of a Typical Internet Spender 0
Whether you are in business already, operating offline and looking to go online to the internet, or you are launching directly onto the internet for the very first time, you will need to know your customer in order to reach the faceless segment that will ultimately purchase from you? In order to set up a successful marketing campaign it is critical to have an understanding of your likely visitors, and their purchase behaviors. Lets have a look at the typical buying behavior of a purchaser.
Understanding the purchase decision process.
1. The buying process always starts with the discovery of a need or want for something. The customer will develop a provisional concept mentally and then commence seeking options for finding, researching, and acquiring a product or service that will accommodate there concept.
Concepts will develop from previous experiences of purchasing, and because humans tend to like comfort, and of course convenience, then preliminary concepts will be tending in favor of previous successful procurement.
2. The customer then enters an investigative phase and begins looking to see what products are available to fulfill their need and who’s offering them. Accounting for comfort, they will seek information from a variety of sources that are immediately available or relatively simple to access.
In this phase they’re looking for product features, pricing, and other options so they can match it to their need. The time and energy in this phase varies from person to person, but remember the customer is generally interested in quick simple solutions.
3. Having gathered enough information, they then begin to narrow down their choices by weeding out the options that won’t work the best for them. They will examine the features and the businesses to make sure they know what they are buying and who they are getting it from. Despite this being unscientific in most cases, there is a rating process going on and ultimately the highest variable on the rating scale is ‘trust’. The closer the customer gets to a full trust situation the closer they get to a purchase.
4. The decision to purchase is made. This is very quick and without inhibition. All competitors are discarded and 99% are discarded without further thought.
And so I have quickly run through a buying process touching briefly and generally on the psychology. Knowing now how the customer operates we can see that they will operate in a predefined way and we will get possibly 2 worthwhile opportunities to secure their business. Now consider if it is possible to get in ahead of step one. Imagine being able to do his successfully and not only strike some interest with our client but begin to lead them to the right purchase.
Today the internet provides for that opportunity.
