14th October 2020, By Avani Sangani, Copywriter

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What happens in a consumer’s mind, stays in the consumer’s mind. More often than not, the way a consumer behaves is uncanny and unpredictable. With countless factors like the brand, the quality, the price, past experiences, the reviews, etc, affecting the decision of the consumer, it becomes almost impossible to know how likely it is for the consumer to buy your product.

Of course, market research is a calculative boon, but then it's still impossible to know how each human mind would respond to your product. Perhaps, what is possible is figuring out similar patterns of behaviour among consumers that help you determine their likelihood of purchase. Well, with behavioural science, it's now possible.

Taking notes from the same,
Here are a few facts about consumer behaviour:

  • The pratfall effect: According to this theory, you become more appealing once you admit to your flaws and shortcomings. The logic stands simple, the consumers perceive you as a brand that’s honest and believable.
  • Confirmation Bias: According to this theory, if you dislike a brand - your brain will find arguments to maintain this particular point of view. In such situations, it is better to reach your audience in moments of distractions.
  • Brand Purpose: When your brand purpose is broad and fits for the betterment of all, your audience connects to your brand. This also takes into consideration the varied interests of varied consumers.
  • Personalization: While catering to different audiences, different messaging can be helpful, sometimes it can come down to the brand looking lost and not knowing what it wants to talk about.

While these facts remain universal, it is also important to remember that every consumer comes with his/her own experiences, own preferences and own choices, sometimes, there is no better sales technique than knowing your customers well and understanding them more.