Skip to content

4.3.4 The Purchase Decision

The shopping phase in the purchase decision process is crucial as it transitions a consumer from intent to action. This stage involves both physical and digital shopping environments, each with unique attributes. Below is an in-depth explanation of the shopping activity and factors influencing consumer behavior.

Shopping Process in a Physical Store

Step-by-Step Activities

  1. Entering the Store:
  2. Observe the displays.
  3. Refer to any pre-prepared shopping list.

  4. Grab a shopping cart or basket.

  5. Browsing and Navigation:

  6. Move to the appropriate sections or browse around the store.

  7. Engage with salespeople if assistance is needed or avoid them for independent shopping.

  8. Product Examination:

  9. Inspect the desired items for quality, price, and other factors.

  10. Select and place items in the cart.

  11. Decision Reassessment:

  12. Reevaluate items in the cart; remove items that no longer appeal.

  13. Checkout Process:

  14. Proceed to the billing counter.
  15. Stand in the queue for billing, complete payment, and exit.

Shopping Process in a Digital Store

Step-by-Step Activities

  1. Opening the App or Website:

  2. Search for desired items using keywords.

  3. Filtering and Sorting:

  4. Apply filters (e.g., price, brand, customer feedback, ratings).

  5. Refine the search results to shortlist options.

  6. Exploring Products:

  7. Review product details, images, and videos.

  8. Sometimes refer to external platforms like YouTube or Instagram for additional reviews.

  9. Selection and Carting:

  10. Add desired items to the cart.

  11. Repeat the search and selection process for other categories.

  12. Reassessing the Cart:

  13. Remove or add items based on preference and budget.

  14. Checkout:

  15. Choose the payment method (credit card, UPI, etc.).
  16. Confirm the order and exit the platform.

Reasons Why People Shop

Shopping is not always about fulfilling a need for a product or service. Consumers shop for various emotional, social, and psychological reasons. Understanding these reasons can help retailers enhance their strategies.

Primary Reasons for Shopping

  • Expected Role Fulfillment:

  • As part of familial or societal roles, e.g., a parent buying groceries for the family.

  • Diversion (Retail Therapy):

  • To alleviate boredom or for recreational purposes.

  • Self-Gratification:

  • The emotional high from purchasing or bargaining for products.

  • Information Gathering:

  • Researching products, especially for influencers or enthusiasts.

  • Physical Activity:

  • Engaging in shopping as a means to move around and explore.

  • Sensory Stimulation:

  • Enjoying the tactile feel of products or the sensory appeal (e.g., the smell of coffee, texture of fabrics).

  • Social Interaction:

  • Using shopping as an opportunity to socialize or meet people with shared interests.

  • Authority and Expertise:

  • Gaining a sense of expertise or helping others in the store.

Factors Influencing Purchase Decisions

Key Purchase Factors

  1. Store Selection:

  2. Consumers may choose between local stores, distant shops, or even travel to another city/state for a better deal or unique products.

  3. Digital Store Preferences:

  4. Factors like bundling, discounts, faster delivery, warranty, and app usability influence preferences.

  5. In-Store Experience:

  6. Ambiance, layout, customer service, and promotional schemes can significantly influence a consumer's decision.

Examples of Consumer Behavior

  • For Bargain Hunters:

  • Offering multiple discount schemes or “buy one get one” deals excites this group. The joy lies in the act of bargaining itself, not just the final price.

  • For Status Seekers:

  • Highlight loyalty programs, exclusive member benefits, or premium shopping experiences to appeal to their sense of status.

Importance of Purchase Experience

The purchase experience encompasses every interaction a consumer has with the store or platform. A positive experience can influence not just the current purchase but also future shopping behavior.

Physical Store Experience

  • Differences between a traditional hypermarket, premium hypermarket, and luxury store lie in their interiors, ambiance, and customer service.

Digital Store Experience

  • Factors such as website/app design, user interface (UI), loading time, and clarity of product information play a critical role.
Ask Hive Chat Chat Icon
Hive Chat
Hi, I'm Hive Chat, an AI assistant created by CollegeHive.
How can I help you today?