Do you want to know some examples of high consideration purchases?
In the last post, we explored low consideration purchases. It’s hard to really know all the ways low consideration purchases a consumer was impacted across messaging points to get to a sale.
High consideration purchases, on the other hand, would be a bigger buy, that sometimes show a much more defined purchase process. These buys are ones that is more expensive, harder to change, or that has larger overall consequences to one’s life. Examples include buying a car, a computer, a TV, a home, getting braces, choosing a dentist, choosing a CRM solution, choosing a bank, or buying a grill. Once you buy, you don’t change for a long time because the process takes too long, it’s not financially feasible to change, or it’s too much work to change.
As a side note, what is super interesting about some of these categories, is that TV buying used to be a high consideration purchase for some people, and I think it has recently become a low consideration purchase. The price came down, it’s hard to buy a bad TV these days, and because at almost 40 I’ve bought so many of them, that I know I can’t go wrong with a lower cost Visio. So, in 2020, I’m treating a TV purchase closer to a Chocolate Kisses purchase than I am to a car purchase.
Now, when you look at high consideration products for big brands, there’s often a much more defined process. If you look at car manufacturers, they really have a good sense of the signals and triggers that catapults a consumer from one phase to the next.
Car brands tier up their marketing processes into three tiers, and each tier has much more control over the sales process because it’s so high consideration. In the next video we’ll dive into those details.
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