It‘s a proven fact that the desire to buy something is located in the
sub-conscious of the shopper.
The task is to transform that into a purchase decision. By analyzing which products customers buy, and by examining their behavior in front of the fixture, some basic patterns emerge.
There are three types of purchase
The customer knows beforehand what he/she is going to buy
The customer knows what type of product he/she is going to buy but has not decided on a brand yet.
The customer has not yet decided to make a purchase
Gaining a more informed understanding of the way a customer goes about deciding on a purchase helps retailers make their fixture or shelf more consumer-friendly. The following chart indicates the processes that a customer goes through.
The Customer’s Thought Process
When making a purchase, customers choose their product according to their decision hierarchy. The first prompt to purchase is based on symptoms, followed by brand (including whether it s a sub-brand) and finally format. That sequence is illustrated in the chart below.
The Customer’s Purchase Decision Tree
The decision hierarchy should be reflected in the arrangement of products on shelf.