Are purchasing decisions always influenced by rational factors? Or do your gut feelings and emotional incentives ultimately prevail? A powerful quality seal appeals to consumers both on a rational and emotional level.
Many different elements play a role in a consumer’s purchasing decision. Furthermore, how a person makes such a decision differs depending on the product and situation. Nevertheless, there are models that attempt to organize consumers into various categories when it comes to how they make their purchasing decisions. The approach from HubSpot, a well-known vendor of sales software, is based on the following categories:
- Extensive purchasing decision – the well-considered purchase
Conducts comprehensive research, looks for the ideal value for the price, predominantly rational, usually in the case of expensive products - Habituated purchasing decision – the routine purchase
Repeatedly opts to purchase consumer products that they need on a daily basis; the simplest and smoothest shopping experience possible without disruptive factors - Limited purchasing decision – the repeat purchase
Quickly chooses familiar products; opts for brands that they are knowingly or unknowingly familiar with, and they need to make a quick decision - Impulsive purchasing decision – the spontaneous purchase
Does not follow the shopping list, emotionally driven, often affected by time or quantity-limited offerings
How do consumers choose which paints and coatings to buy?
For a majority of consumers, paints and coatings are probably not among the products that they purchase on a daily basis or that they become enticed to purchase via a special offer when shopping for everyday goods. Paints and coatings are purchased when they are needed, like if the walls in a child’s room need to be freshened-up or if the protective lacquer for the garden house is looking rather shabby. So, does this mean that consumers always make a well thought out purchasing decision on paints and coatings? Some certainly do, but by far not all. For many consumers, emotional aspects also play a key role. Although they intentionally travel to the hardware store, they let their intuition guide them when standing in front of the shelves full of different types of paints.
Differentiation via a quality seal
Sanitized® additives deliver genuine added value for consumers, especially since the issue of hygiene is now receiving more attention than ever before. Whether the manufacturer needs it in a can or in applied form paints and coatings are protected in all situations, Sanitized® additives even provide an antimicrobial material protection on surfaces. David Tierney, Head of Business Unit Preservation at SANITIZED AG, explains: “Due to the global pandemic, there is a genuine need for antimicrobial treated architectural paints all over the world. The Sanitized® brand is a quality seal and lets consumers easily understand the benefits, thereby providing a sense of security.” These factors can definitely make a difference in whether the person standing in front of the hardware store shelf decide to purchase one product over another. The Sanitized® brand conveys transparency, trust, and a sense of security, thereby influencing the purchasing decision at an emotional level. Furthermore, the Sanitized® brand represents Swiss technology with tradition, responsible use of biocides, and high quality standards, factors which in turn affect a rational purchasing decision.
For instance, the interest in premium paints for both home and industrial applications has increased in Asia, confirms Saravana Kumar, Business Director Asia Pacific at SANITIZED Preservation India Pvt. Ltd. “The feedback I get from customers is that the Sanitized® brand helps them to stand out in the market and draw attention to what is otherwise invisible added value,” adds Saravana Kumar.
Have our proven technology and market advantages aroused your interest? We are positive that together with us your products will stand out on the shelf. Want to learn more about starting a successful partnership and adding Sanitized® antimicrobial additives to your paints and coatings? Download our checklist to learn more.
