Understanding the business buyer mindset stands at the very core of
marketing. Gaining such an understanding is, however, easier said than done.
What factors influence the decisions of buyers?
56% of the final purchasing decision is based on emotional factors
(including 53% positive and 3% negative emotional response) while within the
construction industry rely even more on emotion when making purchasing
decisions, as 74% of their final buying decision was found to be based on
The reason that
negative emotions account for a very small part of the final decision is that
suppliers which evoke negative emotions are likely to have been eliminated from
consideration by this point.