Factors that Influence Decision Making

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 emotional factors.

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.                         

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