Part 1: Purchasing Behavior Patterns
There are various factors that influence a consumer’s purchasing behavior. The female brain and the male brain is generally wired differently. Females tend to use both sides of their brains in their thinking while the male species uses the left side. They differ in their rationale and perspectives. In my field trip, it was interesting to note that women were very particular in their selections and took more time in decision making unlike the men...
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...ivation and ability, and personal factors affect the processing route an individual uses. A customer who feels directly impacted/moved by a topic or is well versed on a topic is highly likely to be influenced. Messaging that shows consumers the features/benefits and why a product is relevant in their lives is likely to influence a customer’s purchasing decision. The ability the customer is able to process the message greatly influences the customer’s decision. The message should be simple, direct and conveyed in a way that the target audience is able to understand. Messaging that is complex and not relevant to a target audience would influence their attitude towards it.
Messages should be designed for both central and peripheral processing. Incorporating clear messaging telling product relevance, attractive design with easy navigation and a clear call to action.
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