Not All Customers Are The Same

Some categories of buyers can often feel unsure or distrustful of a new provider and a new product , particularly where it will involve them changing the way they do things and learning new things. They need assurance about the provider and product.

In these high-involvement purchase markets the buyer initially is driven by the need to learn first, so they can evaluate based on sound information and feel assured, before they become comfortable to complete (do) a buying transaction. Buyers will be reluctant to get involved with a brand (personality) that is not engaging, attractive and credible. Brand personality is also very important in infrequent purchasing markets, where the purchase is sizeable and not made very often. Brands provide assurance for buyers in these markets that they will not make a mistake in their purchase and suffer personal /financial/status loss as a result.

At the other end of the spectrum, you have buyers engaged in low-involvement (they don't / won't put much effort into the buying process). Consider carefully where your product/service fits in the involvement and consideration and segment your buyers accordingly.

INVOLVEMENT

CONSIDERATION

THINK

CONSIDERATION

FEEL

HIGH-INVOLVEMENT
Purchasing
complex, high-risk infrequent transactions

Informative (Economic)
Learn-Feel-Do
Expensive cars, appliances financial services

Affective (Psychological)
Feel-Learn-Do
Expensive cosmetics, jewellery, fashion clothing

LOW-INVOLVEMENT
Purchasing
simpler, low risk frequent transactions

Habitual(Responsive)
Do-Learn-Feel
Consumer goods, petrol

Satisfaction (Social)
Do-Feel-Learn
"life's little pleasures" (Beer, cigarettes, sweets)

 

 

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