How Can Brands Influence Consumer Behavioral Intention?
What influences your purchasing decision? Is it usually a need or a spur of the moment response? As research shows, consumer behavior to purchase products or services is based on Intentions. These are correlated with variables that generate specific behaviors that are important for entrepreneurs to learn.
Those behaviors lead consumers to the decisions they make in everyday circumstances. Therefore, we can reasonably conclude that buying is about whether an offer merits anything based on beliefs to spend our hard-earned money. Consequently, to buy what the brand sells, entrepreneurs must manipulate the beliefs of consumers’ behavior. They could lose their competitive edge otherwise.
Statistics show that it just takes around 10 seconds for consumers to form an opinion of a company. Now this statistic is vital for brands. Why? Let us discuss so you can understand how brands can influence consumer behaviors.
Consumer Behavior and Branding
Consumer behavior must be an integral part of a brand’s strategy. Entrepreneurs need to take actions to brand their businesses. Branding will create an image that makes them distinct from their competitors and identifies its products or services. It can generate a momentary decision that triggers a positive attitude of the consumer towards their products.
The most powerful asset any business has, especially in this digital era, is a brand. Thus, brands that move from a product emphasis to a more consumer focus can influence an individual behavior to create a desire to take action to purchase its offer. In the customer’s opinion, the brand reflects its reputation, loyalty, and effectiveness when positioned right. So, buying from the brand is consistent with the customer’s belief that causes an attitude of whether making the purchase is good or bad. An intention is then created towards the offer that can motivate the buyer to purchase.
Entrepreneurs must be vigilant in taking swift measures that will create an optimistic business sentiment rather than a pessimistic one and compel consumers to their offers.
The Influence of Brands
Businesses can leverage brand alignment, but some consumers want to see more brand performance before purchasing decisions are made. Let us talk about some of the most relevant variables.
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Advertisements
Most often, consumers purchase a product from individual companies due to their connection with their brand personality. That is precisely why in 2018, Amazon spent around $10.1 billion on branding. But for smaller brands, how can they influence consumer’s purchase intentions? Through advertisement! But advertisements can have a favorable or unfavorable effect on consumer attitude to purchase.
Let us look at an example. A survey reveals a positive attitude towards advertisement, when “38.73% of the consumers showed preference for Bournvita out of the various brands of the food drink studied. The major reasons advanced for the preference are its captivating advertising (42.62%) and rich quality (40.16%). TV advertising was most preferred by 71.43% of the respondents of all the media used in advertising Bournvita.”
In that situation, we can see that a positive attitude leads to an intention that results in the desired outcome. If smaller brands create quality ad copies that appeal to the pain-points of their ideal customers, those brands can also have an efficacious impact.
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Promotional Deals
It is necessary to note that before purchasing, every customer thinks of two components: buying decision and intent, sometimes subtly. If a customer likes a particular brand, you can further influence their buying intent by offering a promotion deal. These deals end up stirring customers’ appetite and pushing them towards your brand, as well as becoming your brand advocates.
That behavior can create brand loyalty based on the views of users. The theory focuses on the buyer’s journey and recognizes that consumer behavior will become the underlying reason why a person purchases your product.
Brands that offer a discount, such as a price reduction or a gift option to consumers can increase consumers’ perceived behavioral control making it much easier for them to purchase its offer.
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Customer Satisfaction
Businesses must rely on the experience of customers. A shopper’s experience does not end with purchasing goods, so businesses need to concentrate on communicating with consumers after buying products. The concept is to ensure that the user is pleased with the item and is likely to become a returning customer. Therefore, entrepreneurs need to be mindful that customers can behave based on social pressures. That is, what they think people would think of them or how they are treated by others. They will, for instance, buy a product because their choices would be accepted by those who think highly of them.
Entrepreneurs need to be conscious of this participation tapping into the subjective norms of consumers. The aim is to impact their buying intentions for a positive purchasing outcome.
Final Words
Entrepreneurs must build brands that are impactful to influence consumer behavioral intention. The art of appealing to the attitudes, subjective norms, and perceived behavioral control of customers can influence their intentions to purchase goods or services. To develop strategies that distinguish brands from the competition and grow market share, businesses must also consider these factors.
But, do you have a strategy that influences consumers’ choices so they see your offer as irresistible?
One of the most satisfying achievements for brands is when, with optimal purchases, they can significantly influence behavior to scale revenue.
So, let us review a “cross-cultural approach to Purchase intention and purchase behavior.”
Please share your thoughts and comments!
Donnicka Robert
Founder of BRANDZERS, helping entrepreneurs build authentic and profitable brands
Brandzers.com
Founder of TUCKMER, a brand for business professionals
Tuckmer.com
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