Simonson and Rosen’s Influence Mix
The world has changed thanks to technology, and specifically, the internet. That is not breaking news. What you might be surprised to learn, however, is just how much the changes that we have seen due to technology have influenced consumers buying decisions. There is more information available now than ever before, meaning buyers have plenty of resources at their fingertips to consult before they make a purchase. As a business owner or manager trying to sell a product or service, that can be both a good or bad thing. While you have plenty of opportunities to present your target market with information, you have to make sure they are seeing the right information at the right time.
In Simonson and Rosen’s Influence Mix, you can look at a variety of important elements that frequently come together in a buying decision. Different markets will feature a different blend of the various factors, and it is up to you to decide which ones are going to play the biggest role in your specific market. The content below is going to look at each of the three main factors involved in the influence mix.
Prior Preferences Beliefs, and Experiences
This is where the decision making process for most purchases can be found. The things that you buy on a regular basis – think groceries, gas, household supplies, etc. – are going to live in this part of the mix. You don’t need to do extensive market research when you are going to buy a beverage, for instance, because you already know what kind of beverages you like. It won’t be necessary to access online reviews or check social media to contemplate your purchase – you simply pick up the brand that you know you like, and you get on with your day.
Price obviously plays an important role in this equation as well. The things that you buy on a regular basis tend to be low-cost items, so you aren’t as worried about taking the time to do research. If you purchase a beverage for a dollar or two and you don’t end up liking that drink, you simply won’t buy it again. There isn’t a big loss experienced by spending a small amount of money on this purchase, even if you are disappointed in the product you receive.
Thinking about this from the perspective of your business, you will likely find your own products in this part of the mix if you sell low-cost, commonly purchased items. From a positive perspective, living in this part of the mix means you may not have to do as much work to convince buyers to try your products. Since you will be offering an item that isn’t very expensive, buyers may be more willing to give you a try. On the other hand, buyers in this area usually have established preferences already in place, so they may pick up the products they are familiar with before they even consider your offering.
Information from Marketers
Products that are affected by this part of the Simonson and Rosen Influence Mix are those that can be sold through a great marketing campaign. These usually aren’t the cheapest products on the shelves, but rarely are they the most expensive either. Most likely, the products you find that are being sold effectively by great marketing campaigns are those are somewhat more expensive than a product already being purchased. For example, if you produce a high-end product in a market that has plenty of low-cost options, you may be able to gain market share through effective marketing.
It is usually the job of the marketing department to infer a reputation of quality onto a product that is being taken to market. If you are going to hit the shelves with an item that will be higher priced than the products of your competitors, you have to do a great job of promoting your item as being superior in some way. What is it that makes yours the best around? By conveying that message to your audience, you just might be able to draw their eyes to your product – even at a higher price.
The information that you deliver to your audience can be presented in a number of ways, from content on the packaging to advertising that you run in print on or TV. The method that is used to deliver the message will depend on the product in question, the profit margin available for a sale, and the target market that you are attempting to reach.
Input from Other People
In days gone by, the input you received from other people prior to making a purchase would have involved ‘word of mouth’ from friends, family members, and co-workers. Of course, that has all changed in the twenty-first century. Today, it is frequently social media outlets that provide the opportunity to gain information from others on products or services. Usually, it is the higher-priced, ‘big’ purchases that will be determined largely through the endorsements of others. Products such as computers, cell phones, tablets, vehicles, and more can all be helped or harmed by input from others.
Understanding that social media has a major impact on large buying decisions, it is a good idea for businesses to track social media interactions and use the open design of those platforms to get involved when necessary. An active social media presence from your organization will not only help to inform buyers about your product, but it can also be an opportunity to demonstrate your commitment to customer service.
The influence mix that has been presented by Simonson and Rosen is helpful for many organizations to understand how their potential customers are going to be thinking about their purchases. It is always desirable to ‘get in the mind of the customer’, and this influence mix is a great way to do just that. Once your company has a good idea of how consumers will be making buying decisions, it will be much easier to make marketing and pricing choices on all of your products.
You can read more about the influence mix in our free eBook ‘Top 5 Strategy Development Tools’. Download it now for your PC, Mac, laptop, tablet, Kindle, eBook reader or Smartphone.
- There is more information available now than ever before, meaning buyers have plenty of resources to consult before they make a purchase.
- While you have plenty of opportunities to present your target market with information, you have to make sure they are seeing the right information at the right time.
- Different markets will feature a different blend of the various factors, and it is up to you to decide which ones are going to play the biggest role in your specific market.
- Prior preferences and experiences influence most low-cost everyday purchases and buyers will usually stick with their established preference unless they see a good reason to try something new.
- Traditional forms of marketing (pricing, packaging, positioning, etc.) still have a part to play in persuading customers to try something new.
- Many one-off purchases are decided on the basis of information from review sites and social media rather than ‘word of mouth’ from friends, family members, and co-workers.
- Products such as computers, cell phones, tablets, vehicles, and more can all be helped or harmed by input from others.