How To Make Influence Decision Buying for Consumer

PROMOTION have known become to be effort to influence decision to buy product. Even TV media, radio, newspaper, and tabloid can used marketer to conduct effective messenger to consumer through Attention model, Interest, Desire, and Action (AIDA), but in fact consumer still can change their mind and change their decision in buying product when they are prepare to buy at some shop. Product marketer have remain to keep hardly to be able to “influence” customer until decision buying product have done, because exactly promotion not rarely to failure happened in shop place.

There are some action which can be done by market in shop place seen the condition of “prepare to buy” from consumer side. There are three (3) kind of consumer category is seen from readiness of buying product. First, consumer don’t have plan to buy product, because before they have target to shop only for shopping window. To rake this customer type then customer have smart strategy to influence customer through : (a) Installation displayed from photo product through x-banner leaflet spreading, and also to place Sales Promotion Girl (SPG) in enter door, to give more information, explaining function and benefit product which on the market. (b) Using media through computer or information which can accessed directly by consumer, concerning product and it benefit at consumer in strategy place on shop. (c) Placing the sexy SPG that appeal consumer through product show at long seat place, until end product benefit to consumer have known by consumer clear and directly. Or (d) Placing product in interest display and easy to reach by consumer, until consumer is expected will conduct impulse buying.

Second, consumer which have plan to buy selected product but they don’t have product choice to buy. To huddle up this consumer type therefore marketer can push product buying to any brand through giving information about that sold brand and amenities that consumer have if they buy product with any brand through among : (a) Giving information about product excellence through ethics promotion way. Its way, in promotion have enough signalize excellence by brand have promoted (for example many features and high quality) without mentioning competitor brand name, (b) Offering competitive price, with easy paid way and quickly process (if that brand offering credit sales). (c) Product have guarantee and service among product until buyer place (for middle and big size product and in any distance which reached company transportation tool) and (d) Trade in, for any kind product which have owned by consumer.

Third, consumer which have product brand as option in buying. Make influence to any kind consumer like this can be done through : (a) Showing promise our brand place which there are consumer target to be bought, in order not to happened brand switching because consumer get seduced by other brand. (b) If consumer have been possessed different brand option that we sold, therefore marketer assignment become heavier because have to push brand switching happen, for example marketer conduct push create effort to consumer so that will try new brand to get “new experience” in consume product with brand that we sell or pushing consumer walk to “next class” to consume product with brand that we sell but with the higher class (premium class) than the brand we have selected before.