App Focused Consumer Buying Process

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Consumer-Buying-ProcessYou can either supply your customer with the technology they like using or they will go find it elsewhere. The consumer buying process is based on a few simple decisions, and in today’s blog, I will outline these and where they merge with the technology of mobile marketing.

Wireless devices are more or less with people 99% to 100% of the time, so not surprisingly, they are an extension of how we think, communicate and make decisions. Many transactions and orders are now placed over the ease and convenience of our Android, iOS or Windows phones or tablets. Companies create branded business apps tailored to their customers shopping needs.

In order for people to buy a product there first must be a need or desire!

Different categorizations are used for consumers:

Internal motivations: What the body needs to be fit. Combat thirst and hunger.
External motivations: Seeing a pretty pair of shoes in a shop window or a web advert for a new TV.


Sales and marketing teams often look to Maslow’s hierarchy of needs.

It is a theory in psychology proposed by Abraham Maslow in his 1943 paper “A Theory of Human Motivation” in Psychological Review. He developed these 6 needs… with 1 being the most important and 6 the lesser.

1. Physiological needs; things we need to survive, for example: water, food, shelter.

2. Safety needs; Health, personal and financial security…

3. Love and belonging; family, friendship, intimacy.

4. Esteem; a profession or hobby, things that give a person a sense of value.

5. Self-actualization; what one can and must be. For example the best Father, or the best soccer player.

6. Self-Transcendence; outside oneself; in selflessness, philanthropy and spirituality.

We can tell from the studies on the human psyche what motivates people to buy and need things. Correlate these findings with the modern day technology being rapidly adopted by this generation of shoppers and we lead to more direct routes to pay and access products like never before in the course of history.

For example, Starbucks app payments represent a whopping 16% of all transactions. According to their quarterly reports taken on Dec 28th, 2014 Starbucks had in excess of 13 million mobile app users in the United States.

Are apps with eCommerce paving a new route of web payment? Are they affecting your consumers buying practices? Ask yourself, would you as a consumer prefer to pay through an app? I hope today’s blog has given food for thought on the whole app phenomenon and made you consider if you need to gear your mobile marketing strategy to include in-app purchasing technology.

By Audrey Henry


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