Skyline Marketing, a company that makes use of the latest research on the buying behavior of the consumer by tapping into their awareness in order to overturn the objections into the sales direction has reported the buying behavior of the consumer is influenced by brands. In the study known as ‘Momentum’, carried out by MEC, a global media agency, various factors such as the consumer biasness founded on the brand and category, the relative influence communication and messaging has and the beliefs of the consumers and the influence they have on their decisions were taken into account.
The study conducted investigated the 4 stages of the purchasing decision journey of the consumer i.e. the trigger, the purchase, the active and the passive. The study revealed that those consumers whose passive stage was strong were inclined to biasing fewer brands and that their active stage was short. These consumers are also not that much concerned about the price and they are more contented about their decision after buying. According to Jamie Talbot, it was now apparent that these consumers were more open to new services or products as they are less concerned with a specific brand or comparing a product to a brand they desire. He said that Skyline Marketing plans to use this information by applying it in their sales process in order to personalize their services and also to refresh their marketing approach.
Being an outsourced agency for sales and marketing, Skyline Marketing is in personal contact with the consumers regularly by the use of their direct marketing and the frequent debate of the factors contributing to closing the sales and those affecting the buying decision of the consumers. The firm’s Managing Director has said that this study has provided them with more insight into the psyche of the consumers and will go a long way in helping with the production of more intricate sales pitches with the aim of addressing the crucial questions or any objections the consumers may have towards products.
The MEC’s study has become the most solid of its kind having scrutinized over 100,000 consumers’ buying decisions all over the world. Skyline Marketing, based at Birmingham, has encouraged other businesses to utilize this brand new information that the study has provided. The firm’s MD said that he found the study to be very interesting and that the understanding of the reasons affecting the buying decisions of the consumers and how they thought was a very important part of how objections are overturned into the sales direction. The MD further said that he hope to see future data on the topic.