Internet browsing has been the most popular decision-influence globally and in US, previous experience with a brand was a major factor particularly when it came to buying cars, mobile phones, loans and choosing banks while word of mouth was a priority when buying weight loss products and mobile phones.
This differentiates American consumers most distinctly from those in Asia Pacific, wherein prior experience is not as important for most purchase decisions.
In less developed markets, there may be little or no previous experience, so it becomes uncalled-for as an influencer.
In India, print and television advertising continue to influence purchase decisions of consumers.
Influence of conventional media is even more dominating for Indian consumers in categories such as holidays, jewellery, watches, fashion and for exploring personal finance options.
Indian consumers rely on word of mouth as a big influencer for investing in big-ticket items like cars and choosing financial institutions. They would accept a brand if endorsed by their favorite superstar or recommended by their close associates.
Thus, marketers should ensure that they keep their existing customers fully satisfied who in turn will act as their brand's ambassadors.
But for buying electronic gadgets like mobile phones and MP3 players, brand reputation acts as an important influencing factor.
Consequently, market segmentation is important and single strategies do not fit everywhere.
marketing@alchempro.com
