February 23

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People Rely on Their Connections to Make Purchasing Decisions

Many factors influence a person’s purchasing decisions, including their preferences,online and in person connections, financial situation, personality, and even background. However, one aspect that really stands out is the connections. 

Wouldn’t you trust what a friend says over what a stranger posts online?

Consumer behavior is fickle and can be swayed in either direction, sometimes in less than a few seconds. Let’s take a closer look at how someone’s connections, along with other factors, can determine what they buy.

How Connections Can Person’s Purchasing Decisions

Exposure 

It’s no secret that other people and constant exposure can impact our purchasing choices.

If you see a Facebook post of a friend using a mug that you think is not special at all. But then, you get bombarded with the justification for why the mug is awesome, and your friend constantly tells you how life has improved after buying it. Over time, you may be affected by their opinions to go out and purchase one for yourself.

Social media has the uncanny effect of affecting a person’s opinion without their knowledge. Instagram, as well as Facebook, are excellent examples. 

Trusted Opinions

The same can be said when people are trying to make a decision between two products or companies. If a friend or family member favors one over the other, the consumer will be more likely to go with the one recommended by the source. 

If you see a friend’s rave review of a business on a Facebook post, you’re going to trust that more than a stellar review on a random site. 

Incentives

The effects of connections holding power over purchasing decisions are even more prevalent if a personal element is involved. 

For example, if a relative or a friend works at a company and can provide an incentive such as a discount, why would you not go with that choice?

What Other Factors Can Sway Purchasing Decisions?

Life Stage and Age

Purchasing decisions can also change over time as the person grows and enters a different life stage. You wouldn’t want to buy the same things you did when you were a child. 

Financial Situation

Financial impacts can also create changes in purchasing choices. 

A person may want a Lamborghini, but the staggering costs of the car and the maintenance costs dissuade them, so they settle for something more affordable and realistic like a Honda civic. 

Preference and Lifestyle

It can also come down to personal preference. No matter how much you market your newest spicy beef dish to someone, they could remain steadfast in their decision if they don’t like spice or are vegetarians – so know your audience. 

If you’re marketing athleisure to audiences that prefer more formal attire, then we’re sorry to say that you won’t be making many sales anytime soon.

Culture and Background 

Lastly, social factors such as a person’s background and culture can also make a difference. In some parts of the world, social status and prestige are viewed very highly. 

For example, a Chanel bag is more coveted than your run-of-the-mill reusable bag from Target because the luxury bag is a symbol of success. 


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