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Why People Buy posted by Peter J. Patsula

Purchasing behavior can be complicated and unpredictable. Here are some tips to help unfold they mysteries of "Why People Buy."

BUYING HABITS

Advertising based on logic rarely does as well as advertising based on an understanding of people's emotions, desires and needs. More often than not, advertisers get the best results when they anticipate both the cerebral and emotional needs of consumers. The following strategies can help you find the right marketing approach for your product or service:

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TIP 1
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People buy because they are FEARFUL.

"Ring around the collar," "static cling," "bad breath," "underarm perspiration" and "flaky dandruff," are just a few readily recognized fear situations that advertisers have created to get people to buy.

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TIP 2
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People buy because they are GREEDY.

Buyers often want so much to believe that a product or service will make them rich or better looking that they become experts at persuading themselves it will work. Their greed overpowers their rational thought.

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TIP 3
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People buy because they can IDENTIFY with the advertiser.

In a novel, it is only to the extent that readers do or do not identify strongly with the hero or heroine that the story succeeds or fails. Buying products and services is not much different. People must identify with a company in order to feel good about buying from them.

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TIP 4
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People buy WHAT'S MISSING in their lives.

The promise of gain is a very common motivating factor. People often believe that money can buy anything.

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TIP 5
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People buy VALUE.

Consumers want the most benefit for their dollar. To increase the perceived value of your product or service, reduce your price or increase its benefits. The latter is usually better.

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TIP 6
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People buy the "SIZZLE not the STEAK."

People don't care about what a steak looks like. They want to taste it. Don't show a picture of a raw steak hanging in a fridge. Show someone cutting and eating a sumptuous tenderloin.

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TIP 7
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People buy with their HEARTS not with their MINDS.

Buying decisions can often be traced back to emotions that are later rationalized by thought. People don't buy from rude sales staff. They buy from people who smile. Some people also buy when depressed. They go shopping for clothes or eat ice cream.

SELL BENEFITS, NOT FEATURES

DON'T SELL me a condo by the sea ... SELL ME ... comfort, contentment, relaxing weekends and a good investment.

DON'T SELL me magazines ... SELL ME ... how to lose weight, how to get rich, and how to build a tight butt.

DON'T SELL me shoes ... SELL ME ... durability, lightness and attractiveness.

DON'T SELL me a car ... SELL ME ... image, comfort, speed, luxury and performance, and a beautiful guy or gal riding with me.

INTERNET BUYING HABITS

NFO Interactive, is the world's largest provider of in-depth interactive research. Here are some interesting facts from a recent study they conducted (01/04/2001):
http://www.nfoi.com/

80% of those surveyed have actually bought a product online. Virtually all users have used the Internet as part of their shopping process.

Men once dominated online shopping. However, now 58% of current online shoppers are female.

Three fourths of all online purchases are made by one fourth of online shoppers.

72% of individuals surveyed who stated they were unlikely to make an online purchase in the future are concerned about security.

41% of those surveyed said they would feel more confident about making an online purchase if they could email a sales rep for customer service. 45% of those said they would visit a site more if that email were responded to within 12 hours.

HOW TO RESEARCH CONSUMER BUYING HABITS

http://www.youngentrepreneur.com/salesmark_f.htm provides the following strategies for discovering major changes in consumer buying habits:

read marketing research reports and trade association research forecasts

observe current fads that could potentially turn into long-term changes

observe new products that are growing in popularity

analyze changes in your own buying habits, especially when you stop purchasing an item that has become obsolete

See Guidebook #46 for more detailed information on the above tips and other reasons "Why People Buy"

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