Buying Choice Influences
Buying Choice InfluencesHowdy.
I played a friend of mine in tennis yesterday. Before we went off to play he wanted to go and buy a new tennis racquet - so off we went to a local sports store.
Like the vast majority of tennis players he had no idea what sort of racquet he should buy. So it was interesting watching him make his buying decision.
- He didn't buy the cheapest racquet, nor the most expensive.
- He didn't buy the best racquet or the worst (he would have very limited ability to make that call anyway.
He perceived this racquet to be a quality racquet and perceived that he was getting a bargain - all based on the sign that said "Normally valued at $189". After all, according to his thinking, a quality racquet would be more expensive, but he was getting it at a bargain price.
What Influences You
What influences your buying decisions? What influences your customer's buying decisions? You might need to employ different strategies to appeal to as many buyers as possible.
By the way, the new racquet didn't help. I still beat him 4-6, 6-4, 6-3, 6-3.
Cheers
Brendon
[ comments ]
Price seems to be used both as a measure of quality and value.
Yep, price is almost always used as the factor in the perception of quality.
Most of us don't have the technical expertise to assess effectively the product we're buying and will be guide by:
* price
* what other's say
It's why word-of-mouth is such a powerful factor in buying things.
Cheers
Brendon