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Understanding A Shopper’s Logic

The following is an article “Understanding A Shopper’s Logic” by Marc Primo Pulisci.


Every business needs to study their customers’ needs and preferences, making shopping a scientific and psychological process. Focused studies on the behavior of consumers have been conducted by major companies to understand what goes on inside the minds of shoppers. Not knowing the true personalities of your customers could lead to fewer sales and diminished market confidence.

Products in a store are not just stacked in shelves at random, but are strategically placed according to consumer logic. You can usually find staple foods at the back, and special promos highlighted at the front. When you go online, ads offer coupons for products that you have recently searched on Google so that it will be easier for you to redeem them instantly. These examples are all motivated by consumer logic and what follows are some of the most important aspects you should understand if you want to create results for your digital marketing campaigns.


A consumer’s decision-making process. Your business can benefit greatly from knowing how your target market’s minds work. What factors affect their decisions to buy goods or what influences them to try out a product lets you understand what you need to do to reach them. A consumer’s decision-making process entails four phases: attitude formation, evaluation, customer behavior, and feedback. Consumers usually study what products give them their money’s worth, considering they also have to pay for other expenses such as transportation, food, clothing, etc. Know their demographics and psychographics so you can address their concerns and help them solve problems. Today’s conscious shopper may also factor in a product’s ecological stand, price, quality, and quantity.


Factors that affect a consumer’s decisions. Let’s find out how a consumer’s brain works. It’s worth noting that most people are inclined to remember things through the senses.

Visuals account for 70% of what we usually remember, while things we read account for 20%, and what we hear for 10%. When we see ads online or in print, we get to process it 60,000 times faster than by merely hearing about it on the radio. In fact, 90% of information stored in our brain comes from visuals.


Color has a lot to do with how consumers pick out products as it increases brand recognition. 93% place color and visuals as the main factors that influences them to try a product. Of all the colors, red and orange appeal the most to impulsive buyers while navy blue is the choice for prudent shoppers. Try to apply effective colors for you brand’s logos as almost 80% of consumers say that they try new products if they find its brand design appealing.


Other factors that lead a consumer to buy products are sounds and music because they perceive a shorter waiting period when they hear music that they like. According to 49% of consumers, they prefer products that incorporate a fusion of genres into their marketing collaterals, but of all the genres, pop music is the most influential followed by rock, jazz, blues and hip-hop or R&B. However, classical music is said to influence affluent buyers to purchase more expensive goods such as wines and food.


Online shopper’s logic. For online shoppers, price is what matters most in choosing a product followed by how fast they can get their hands on the product. Other factors that consumers consider for online offers are discounts, stock options, user reviews, flexibility for replacement or return, brand reputation, and a mobile-friendly webpage. Many online consumers switch to brands that offer low-cost shipping, while videos on websites also help them with their decision-making process.

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