How Consumer Decision Making Process Works [Case History]

How Consumer Decision Making Process Works [Case History]

Bring their products/services and Sell their products/services are two very different activities that are often confused. If Selling is what you intend to do here is what you need to know about consumer decision making process:

Most of the time what people say is not what people think, which is why, more often than you think, the classics products surveys get little or no effective development of new business marketing strategies.

Have you ever seen how a house is built? It happened to me in recent months, for the first time, to follow an entire building process from beginning to end, the choice and the study of the soil, the excavations for the foundations, the careful implementation of the same and the subsequent development of ‘home.
One thing that particularly impressed me was that the analysis phase of the soil and the subsequent construction of the foundations have lasted much, but once completed, the rest of the house was done in an instant, solid and secure.

We do not deal with construction, but marketing certainly is, and I immediately see the parallel between building a house and the consumer decision making process.
As in all periods of history we are living through a phase, and in marketing craft, or rather in web marketing we are now, more than ever, to the cycle of “pensioner who invented the job.”
We hear constantly about SEO “experts” who are born like mushrooms, agencies offering magic formulas with ingredients named “Content Marketing”, “Social Media”, “Web 2.0”, “Business Analysis” and the ever present SEO, who, returning to before parallelism , it makes me so think of a team of workers who rub the roof of a house crumbling on the verge of collapse, ensuring owner that those two new tiles will save its house.
All the techniques I mentioned, along with many others, are certainly essential, but must be applied to a conscious and structured business; the only true “magic” words are Targeting and Persuasion.

Related Post: Beyond Customer Experience, How Memories Manage Business Success


A Consumer Decision Making Process case history: Sell Relax

Rosy is the owner of some spas scattered almost all over Germany, contacted us a few months ago because he wanted to understand how to improve their marketing results linked to the increase of new customers in its centers; this is a sector with a lot of competition in terms of supply and Rosy was not going to sell off the services offered to increase the number of customers.

The marketing messages that the Rosy’s business used, as you can guess, were those related to relaxation, body care, and in some cases even to nature, the same messages, with some different images, used almost all its competitors. Therefore we conducted an in-depth Marketing interview to understand what were the perceptions that consumers in the target with the activity of Rosy had towards topics such care, protection, respect, health.
Surfaced almost immediately that arguments such as those that were used in the current marketing messages, such as relaxation, were felt and reported by virtually all consumers surveyed, but they were only at the conscious level and then processed differently from person to person, depending on the time they were emotional experiencing , mood and many other factors that affect constantly on our vision and conscious mental processing of the messages that we perceive every day.
The really interesting fact that we collected through interviews was that for all the people involved as well as any external factor, emotional or social / cultural, at an unconscious level, the image that was associated with the arguments put forward was one in particular, felt in the same way by all, transformation.
Going to a spa, “tear out the plug”, focusing on their relaxation, their own health, purify the stress was feel at a deep level, such as the parable of an internal transformation from cocoon to butterfly, from frog to prince and the magical kiss, the means to achieve this transformation was what accounted for the spa, and now, there could only be associated with the brand of Rosy.


Customer Decision Making Process


This is just one of many examples that can be done; this kind of “deep images” are varied and, almost always, are more than one within the unconscious processes that motivate a purchase rather than another, but the fact is that processed correctly as the foundation of their marketing strategy are certainly the most effective way to convert your target into customers.

Know what really affects your “ideal client” is enlightening, we have helped automakers fueling the image of balance in their marketing messages than performance, soft drink companies emphasizing the metaphor related to the container, telecommunications brands working in a different way on the journey image, and many other economic realities that were tied to not deeply effective marketing messages.

Understand what really influences our potential customers at an unconscious level is a complex process and varies from product to product, from country to country, depending on the social/economic situation, the historical moment and by many other factors, but if you are interested in effectively implement your communication strategies you can not ignore the knowledge of this fact.

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Alessandro Malzanini

Alessandro Malzanini

Neuromarketing at
One of the founders of the project. Author of the bestseller "Be Brave But do not be Stupid", marketing and neuroscience its fields of specialization.
Alessandro Malzanini