Nowadays, it is really difficult to determine which are the buying decisions of the costumers and the brands must make an effort now more than ever in knowing the reasons that drive them to buy particular products. The high purchase rate and the difficulties that are derived from that have caused that most of the times the marketing analysts don’t analyze in depth some buying phenomenons and they simply stay in the surface of what’s happening. Because of this it has gained importance the fact of studying the costumers: the brands have to make a great effort in knowing all and each one of the costumers decisions and understanding individually the things that they do avoiding the generalization.
Even though the market is highly complex, the tools that allow a better understanding of the costumers have increased, and even that promotes that the brand has a lot of information from the buyers. Despite of the complications and thank to that tools, three big reasons for which the costumers buy a product or not are identified:
Buying by habit or impulse. The buying is given by a particular need of a determined moment, and it’s simply consumed. It is what happens when we are walking in the street and we are hungry or thirsty and we stop to buy something which fills us. There is no previous investigation and its purchase was not planned with anteriority.
Buying with predetermined options. It is the case of having to buy a product that we already know and upon which we need to do a little research previously or during the buying moment because of the multiplicity of brands and because of the different characteristics of the products of the same typology. The example for this are the sun creams, a product we all know about but we will look for references at the shop according to our personal necessities of the moment.
Learned buying. It is given this case when the costumer doesn’t know anything about the product and its market. For example, when we buy a house we analyse everything and we compare a lot of information before buying.
In conclusion, we can see that the brand will have to adapt the approach of what it does and how it does it, and obviously we have to keep in mind that inside this basic classification there are a lot of other aspects that need to be studied because they are still challenging the marketing business.
