Ever Wondered What Drives People to Make the Decisions They Do?
Is desire driven through needs, wants or both? How can your product or service help satisfy your target market? These are important questions to ask when understanding how to reach your consumers in a way that is meaningful to them whether that be on an emotional or practical level.
The decision making process is an important facet of human behaviour that must be considered in any marketing strategy. Whether conscious or subconscious, every consumer will go through this process when deciding on the purchase of a tangible or intangible product or service. The first step is the recognition that a need, desire or problem exists that can be rectified through the purchase of a particular product or service. This is then followed by the process of gathering information, the evaluation of alternative products available on the market, the purchase of the product and then post-purchase evaluation.
Emotional appeal in the decision making process becomes increasingly important when there are many product substitutes available in the market that seemingly satisfy the same needs of a consumer. For example, a consumer decides they want to purchase a premium watch. All watches are designed to tell the time and therefore satisfy the immediate needs of the consumer. Therefore, the consumer in this circumstance is more likely to make an emotional purchase decision, that is, how a particular brand of watch may make them feel and the emotional responses it elicits. In this instance, product differentiation becomes increasingly important and consumers are most receptive to marketing messages that appeal to their emotions. The ultimate decision will then therefore result from a mixture of rational and emotional factors.
If you need help connecting with your consumers in a more meaningful way, come and have a chat to the team at Gloo who can help you identify the most effective marketing mediums to reach your target market and maximise results.