How do consumers make purchase decisions? What really matters to them when they buy? What leads them to choose one brand or product over another, particularly in competitive markets? After having done consumer research in all sorts of markets for all sorts of clients, I see the same answers time and time again. Everything consumers say drives their choices and everything they do can be classified into one of 4 areas - Price, Product, Customer Service, and Brand (image and reputation). Everything.
Donna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia.