The Reason Why We Don’t always Buy the Cheapest Item

Unless you are Ebenezer Scrooge prior to his Christmas improvement, possibilities are you don’t always buy the most inexpensive item. There are a number of factors for this that are essential to consider when producing marketing product for your target market.

The Psychology of Shopping

In some cases, purchasing the cheaper product makes more sense if it is a quality item on sale and/or you have a coupon. But in other cases, rate and the understanding of value are not the same thing. There are different things which affect this perception.

Emotional Shopping

Feelings enter into acquiring decisions a lot more than a lot of marketers may believe. Studies have actually shown that customers buy based upon emotion and then try to validate their choice with logic, not the other way around. This can really lead people to spend more than they can pay for.

These feelings can cause some individuals to purchase things they truly do not require due to the fact that they want to “keep up with the Jones’s”.

Choice Assistance

The emotions that caused a person to purchase in the first place can keep Continue reading →