It is not envisaged that life will go without adopting some choices and rejecting others; in other words, making a decision and another exclusion in the so-called decision-making process, which not only affects the work, the sale, the purchase, but also the personal life. So what does decision-making mean from a client’s point of view, and what does it take to buy another product? What are the levels of its association and its dependence on some products?
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The entrepreneur should realize that the client’s decision to purchase the product has three patterns, namely, motivations and reasons that lead the customer to purchase a particular product, including:
Cognitive: This is a very rational pattern. For example, a customer does not buy this product just because he likes it, but because it includes a realized benefit, depending on the sequence of causes and results, and so on.
Here the customer does not think very much; he buys the product directly; he makes the purchase decision without thinking or thinking, only buys because he wanted to buy, and maybe because the product he wanted to buy does not require further thought, The customer took a long time in the process of thinking; and then making the decision, unlike the cheap product, buying a car, not as a piece of bricks!
Here the decision-making process is easy and does not take long. It is very easy for skilled marketers to take advantage of customers of this kind and push them to buy their products; the customer here is emotionally attached to this product and wants to buy it perhaps because his color is liked, or because the packaging is beautiful, and so on.
Customers and products
What connects the customer to a specific product, and makes him continue to buy it for long periods, and perhaps to the end of his life? What does “customer involvement” mean? How can they be used to market and sell our products?
In principle, the term customer involvement helps us to understand and explain why the customer makes the same decisions and adopts the same options, no matter how different positions.
Customers are linked to products by:
(1) The product: Here the reason for the Parallel Profits customer’s connection to the product is the product itself, and his decision here is purely rational, but he decided to buy this product; because he saw it as a demonstrable benefit.
(2) the message: In this case the client takes an emotional decision in most cases; the product is not the secret of attraction, not the reason, but the way and the message is attracted to his attention and paid for the purchase.
(3) Position: The reason for the customer’s connection to the product in this case is the environment and the experience gained through his presence in the place where he sells this or that product, which is what he called the experience marketing science.
Decisions and Risks
When a customer makes the purchase decision, it also lists – and at the same time – the risks that they may face. The greater the risk, the slower the decision-making process. Risks can be divided into:
(1) Financial: The client may check, search and investigate the advice, especially advice from the tried the product he wants to buy.
(2) Functional: These risks are in the same product, as the existence of characteristics do not work, and companies try to reassure customers through the warranty, while some allow the trial of the product for a period before purchase.
(3) Physical: These risks brought by the product on the client, such as buying shoes for example and cause pain in the foot.
(4) Social: the most dangerous types of risks, which may prevent the customer from buying the product, and talk, for example, when you buy a product that makes you look strange in the eyes of society and feel booed.
(5) Psychological: This is the psychological equivalent of the previous risks, the purchase of some products may be a psychological risk, or cause psychological harm to the client.