More than 80% of buying decisions are emotional, whether we recognize it or not, and we continue segmenting by criteria such as age, sex, location, social class or income per capita.
This was one of the reflections that made them this week to a small but battle-hardened group of local merchants with whom I shared a talking customer loyalty while.
It is studied from consumer behavior and affects their emotions and those involved in the purchasing process and there are various theories about it, which is about emotion and how this influences the process.
Therefore, we must bear in mind the emotions we generate in our customers, as these, by influencing, among others, the possibility of re-purchase and prescription, will affect our ability to retain the customers, beyond points cards, gifts, or other offerings, which often do not go well directed, but that’s another subject.
Would you return to buy in stores or eat in restaurants that generate negative emotions, so many gifts and points that offer you?
Who he said that to “I do not even want free!”
Alonso (2000) one of the functions of marketing is “positively excite our consumers to develop favorable behavior towards our products and brands”
Reviewing the literature on emotions, we can highlight several consequences on consumer behavior: 1) effects of emotions on the process of consumer choice, 2) effects on cognitive processes, 3) on the co-native (attitude purchase re-purchases) and 4) effects of emotions in post-purchase processes.
According Goossens (2000) emotional and consumer experience aspects play an important role in consumer choice. The experiences in the buying process will determine the future attitudes towards us and our customers regarding both the possibility of re-buying as recommendation / prescription.
For Gardner (1985), the consumer mood directly influences the perception of products and evaluating them.
This also occurs in advertising, so that the emotions we generate ads or evoke to remember them, usually a predictive faithful attitude towards this or brand. And finally, positive emotions favor action to purchase or re-purchase.
We usually associate emotions with certain products or services. That suggests the announcement of BMW “do you like to drive?” It seems to have managed to link the emotion with your brand.
So we do live emotions to our customers, generate associations and according to these, repeat purchases, basing much of this decision in the experiences that evoke by reminding.
However, besides often contact with our customers, not only consider the footprint or emotional imprint that can stop them, if we continue doing a segmentation of these merely traditional excluding emotions, or to measure the emotional state our clients.
They classify us greatly, for all corollaries of emotions, feelings that bind them with our brand, maybe it’s time that we also do the same classification.
It is the only way to do that suit as required / requires customer loyalty.