The Complexity of Personal Shopping

In the 21st Century, we have become addictive with compulsive shopping.

Can the habit of buying compulsively be considered an addiction? How
can you touch bottom buying compulsively?

In the marketing jargon, the customer buys based on the need to satisfy a need through a product or service.

In an attempt to understand the complexity of buying decisions and know how to influence the customer, we seek to identify the purchase detonator, but in most cases, neither the customer knows what led him to make the purchase, far from the momentary satisfaction that gives that feeling of "is finally mine" that is constituted as the spark and the healing power of a purchase, but that in no way can be withdrawn from the purchase itself.

When sales are of a personal nature, understanding the reasons for purchasing decisions becomes a slightly more complex process. All sellers participating in this process look for those motivators, understand and study them helps us to know what is the need, and even sustain where it was generated, from where it came from, that is what we generally call beliefs, these can be classified into :

• Focus on the product/manufacturer;
• Focus on what the client needs;
• Focus on what the client wants.

In this way, the seller can use their promotional tools to emphasize different attributes and benefits of the product or service to close the sale, and even escalate to the level of emotional benefits of use.

What is the proposed methodology to easily understand it?
The proposal tries as far as possible to take it to the analysis of real life.

As an example, we have a need and its purchase decision process to upload it to the dissection and analysis table: The need is to shave the beard and how the client decides, for whom shaving is a time of the day for self-care; gives more importance to practical and technological solutions and wants a definitive solution.

When these clients arrive at the moment of decision, based on the product, they choose the last disposable razor that costs in the main supermarkets from 259.00 to 280.00 pesos. But if the purchase is based a little more on technology and innovation, the customer can choose a state-of-the-art electric shaver that costs up to 5,300 or a "permanent" hair removal that is around 4800 to 5300.

Therefore, it is necessary, as mentioned before, to understand what is behind the purchase decision and personal shopping and even how is the potential customer, since the solution and the product for which it is decided will depend on it.