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Understanding the Consumer Purchase Decision

Marketing strategies require more than just demographic and purchase behavior data to build effective messaging.

A deep understanding of what drives a consumer decision is required. Within any customer decision is a core motivational element that must be identified early in the creative process.

Often the factors that motivate a customer come from specific hidden personal values.

There are four factors to consider, and you need to understand all 4 to maximize your ability to influence.

  1. Motivational
  2. Demographical
  3. Behavioral
  4. Attitudinal

An ability to discover what the targetable population requires to make a purchase decision creates a big advantage in both message and treatment of your marketing experiences. Uncovering the insights is only the first part of the effort.

Connecting those insights to better performing marketing initiatives is the real challenge for the Platform Marketer.


How to Build a Marketing Strategy Based on Customer Strategy

The Platform Marketer must shift their focus from touchpoints to the customer journey. Consumers don’t build relationships with businesses on a single touchpoint, but on the sum of interactions.

Where Different Types of Segmentation Work Best

Where Different Types of Segmentation Work Best

Different segment dimensions are useful for different business purposes. This table summarizes the common dimensions with their definitions and recommended applications.