IN 2016 “OTHER PEOPLE” ARE THE BIGGEST DRIVERS OF PURCHASE BEHAVIOUR – 3 OBSERVATIONS The three principal factors impacting purchase behaviour, and the purchase of one brand over another, are history, marketing, and other people. We all purchase on the basis of our past experiences, the marketing messages we see and hear, and what other […]

IN 2016 “OTHER PEOPLE” ARE THE BIGGEST DRIVERS OF PURCHASE BEHAVIOUR – 3 OBSERVATIONS The three principal factors impacting purchase behaviour, and the purchase of one brand over another, are history, marketing, and other people. We all purchase on the basis of our past experiences, the marketing messages we see and hear, and what other people say (including our research). There was a time, in the not too distant past, when marketing and history competed with each other to be the primary driver of purchase behaviour. Recent, research has demonstrated, time and again, that what other people say is now the dominant driver of purchase behaviour. Further, the gap between this and the other two factors is now a gulf. Certainly, this has been, in part, driven by the Internet making more facts (or at least, information presented as facts) available and social media making more comments from others available…