Purchase Drivers vs. Purchase influencers: An Important Distinction
There are so many factors that can impact a shopper’s purchase decision in the Duty Free store, with these ranging all the way from price, brand familiarity, promotions, exclusives, staff interaction, sustainability, product differentiation, etc.
However, when it comes to factors that shape decision making, it is important to differentiate between factors that convert a browser into a buyer, and those that determine whether a shopper chooses to buy Product A or Product B; basically which factors act as the purchase drivers, and which act as the purchase influencers?
Purchase Drivers.
Purchase drivers are the fundamental reasons why someone considers buying a product in the first place. If you think of a hierarchy of needs, these are effectively the base level needs that need to be fulfilled. From Pi Insight’s Global Shopper Database, we define these needs as those surrounding price, perceptions of quality and brand recognition.
Purchase Influencers.
Purchase influencers are the factors that can shape or change the final decision. So, when a shopper has decided that they are going to make a purchase a two or three potential products meet their base line needs, these factors play a role in defining which product they go ahead with. These factors cover areas including the type of promotion mechanic used, staff interaction, exclusivity, among others.
Now, the distinction between purchase drivers and purchase influencers is not always black and white with some shoppers placing greater emphasis on differentiation for example, which then plays a greater role in the decision-making process.
However, a good way of thinking about this is with the role of sustainability. Sustainability is important to shoppers, but the shopper will only purchase that ‘sustainable’ item if they can a) afford it b) have confidence in its quality c) be reassured that it can meet their purchase needs. Only once these areas are fulfilled will sustainability enter the decision-making process, making it an influencer as opposed to an initial purchase driver.