What is it that convinces the consumer to press the "buy button"?
The consumer, in order to reach a final purchase decision, processes a series of different stimuli that he receives from his environment. The processing of these stimuli takes place inside the consumer's mind, popularly known as the "black box". The symbolic term "black box" is due to the fact that the processes taking place in the human mind are unknown and unspecified, making it practically impossible to record, decode and create clear patterns and models.
Question to the General Director of THESgala, Konstantinos Karteris: What are the key stimuli your customers receive and process before choosing your products?
The main stimuli that our customers receive and process before buying from the company "THESgala" is the facility we provide them for purchasing the milk product 24/7, that is, at any time they can buy milk from one of our stores. Undisputed quality is a factor that leads many consumers to purchase the particular product. A very basic stimulus that the consumer receives and processes is the process that puts the bottle under the machine and it gives him the desired amount. This process creates pleasant feelings for the consumer and brings him closer to our company. Also, the lack of staff causes various stimuli to the consumer, developing his curiosity to buy the product. Finally, the enjoyment of the process throughout its course creates a family atmosphere, with the consequence that the children of the family are impatient to visit a nearby store.
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This text is part of the marketing book "After all, how does a consumer think?" which is signed by Nikolaos Kanellos, member of the Hellenic Mathematical Society and the Economic Chamber of Greece and holder of a PhD from the NTUA in the area of Economic and Strategic Analysis of Innovation and Modern Technologies.