Glossary » Buying Decision Process

Buying Decision Process

Making decisions is hard. Especially when faced with multiple choices and having to consider every possible outcome. Most people would never dream of making one without at least weighing out all the pros and cons beforehand. And that’s where it gets tricky, because each consumer has his own set of priorities and needs; different values they prioritize over others. But, while no two people are alike when it comes to their perceptions, there are still universal truths about how we make buying decisions – what factors most often play a role in influencing them?

The four factors that directly influence consumer purchasing decisions are Perception, Motivation, Learning, and Beliefs/Attitudes. All of these can impact a person’s decision whether or not to buy something (Social Factors also play an indirect role).