“Once consumers begin to research more, they assign more importance to the purchase, increasing their research expectations. This ends with less confident, more anxious, and less loyal consumers. Too much information can lead to a research spiral fraught with anxiety and indecision, and anxious, indecisive consumers are definitely not a good thing for brands.”
If you’ve read Google’s ZMOT you know consumer research is on the rise. They are making more than 11 searches before purchasing. It doesn’t matter if they are buying for themselves or if they are gift buying, they are consistently trying to validate their decision and in so doing, they are assigning more importance to the purchase.
What’s worse, they are continuing their searches post purchase.
“First, nearly half (45%) of consumers continue to conduct product research even after the purchase.
POST PURCHASE SEARCHES:
20% – Did I make the right choice?
13% – Look for alternatives”
We like to call it Remorse Research. And chances are, you’ve probably experienced it at some point. Buyer’s Remorse is almost universal. WIth so much onus placed on the consumer to research and choose the best option, they are finding themselves making more purchases that don’t suit their needs. It’s almost habitual for consumers to just buy and try and hope. This is leading to more returns and loss of customer loyalty when the product doesn’t pan out.
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