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How do people choose products?

12 Aug 2018
The National Retail Federation (USA) has conducted an interesting study of the factors pushing people to make certain purchases. Introducing you to him
The decision to purchase a particular product, regardless of the price, is influenced by many conditions. Experts of the Association, through a mass survey of consumers, tried to find out at least an approximate structure of these conditions and the rank of their significance. Naturally, first of all, this concerns expensive purchases designed for more than one year of use (household appliances, for example), but more budgetary purchases fall into the conditions of the survey. It is obvious that, for example, when changing care or decorative cosmetics, women unambiguously consult among themselves, as is the case with some product lines. And when choosing a professional tool, any man is likely to ask colleagues about it.
listen.pngOther people’s advice

As it turned out, only 19.9% ​​of buyers do without other people’s advice before making a purchase. 65, 1% of the respondents consult with their environment from time to time, if necessary. And 15% – constantly.

How an opinion is soughtOmnichannel shopping.jpg

There are frighteningly many channels of information in the world today. Therefore, in this paragraph, the total number of percentages exceeds 100% – people who turn to different sources at the same time were taken into account.

According to the survey results, 67.5% of respondents still prefer to consult in person. 34.7% read reviews on the Internet, 26.7% ask for their opinion in text messages, 21.7% ask for help through their Facebook page, 11.7% – through various instant messengers. Not many people go to the pages of brands and suppliers: 8%. Curiously, in the mobile age there are quite a few of those who prefer to discuss purchases on a landline phone (!) – 16.5%. And another 2.8% use LinkedIn in such cases.

cyber-bullying-1024x681-1024x681.jpgWhat will the internet say?

According to the research, 12.5% ​​of respondents never rummage on the Internet in search of preliminary information about a product. 53.5% do it from time to time, and 34% made it a habit.

It is interesting to read what kind of products are most often searched for on the Internet before buying. This is electronics – 34.8%, clothing is in second place – 28.7%, followed by technology – 23.4%. This is followed by cosmetics and beauty products 21.1%, food and groceries – 17.6%, furniture – 14.2%. It is noteworthy that medicines and vitamins are not far from furniture – 14.1%. 9.6% of consumers search for tires, batteries, spare parts for cars, and 4.3% for home and garden products. Another 8.4% are categorized as “Other”.

How important are clothing sales?

kak_vybrat_elektronnuy_sigarety.jpgA somewhat narrower question. But clothing and footwear sales are indeed some of the most popular given the fluidity of fashion. So, as a rule, 64.1% of respondents buy things at sales. 18.9% – exclusively in this way. And 16.9% do not take this factor into account at all.

Of course, national mentality and realities influence consumer behavior very strongly. For example, they say that Russians are much more selective in personal communication than Americans keep smiling, so the percentage of constantly consulting consumers in our country may be lower … Nevertheless, people are people, the laws of psychology and social communications are universal. Thus, the trends can be largely applicable to Russia as well.


Post Author: Rachel Reinbauer

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