When Price Doesn’t Matter: Ten Reasons Customers Buy

Business owners and entrepreneurs are frequently misled by the notion—and fear—that customers will only buy from them if they provide low prices. However, pricing is not frequently the primary reason individuals purchase a product or service. Let’s take a look at ten reasons why customers buy items and how you can leverage them to overcome price resistance.

They’re high quality

Most individuals would rather pay a little more for something that would endure for a long time. Paint Brushes can be purchased for a few dollars at hardware stores. However, the bristles begin to fall out during the first use, and they don’t paint as smoothly or readily, particularly when up against edges and corners.

They meet a need

Food and water are not the only necessities. We require a wide range of products, including health care, home repair, and apparel. Water, for example. It is essentially free to drink. Almost no one would buy bottled water based solely on price. 

They’re an investment

Many purchasers make purchases of B2B products and services because a product is an investment. People can also invest in their own health. Not all investments are monetary in nature. If you sell something that a buyer may perceive as an investment, utilize that terminology in your marketing.

They contribute to a person’s identity

People buy things that reflect their personal identity. This could be due to their ethnicity, language, religion, or gender. Identity is a strong thing. Once you’ve accomplished it, pricing becomes a lot less essential consideration when customers buy from you.

 They align with people’s values

Values are distinct from identity, but the strength that underpins them is the same. Values emerge from our beliefs and passions—how we see the world and how we wish to interact with it to improve it. Environmental sustainability is a popular value in marketing these days.

 They’re convenient

Convenience is one of the strongest motivators for individuals to purchase goods and services. So many things take much longer to resolve than we would want. People will pay more for expedited shipping due to convenience and, in certain cases, necessity.

They impact someone’s social dynamics

Another reason why customers buy is how your goods will make them appear to others. Because everyone else has it, I need it as well. However, social status is more than just a source of anxiety. Someone may purchase an automobile based on the message they believe it makes.

They’re for kids 

Pricing may be an issue. What is more important is the role the present will play in the child’s life. People buy experiences for their children in order to provide them with lifelong memories. Even if the buyer ended up paying ten dollars, seeing the child’s happiness and excitement at receiving the present is a wonderful experience.

They improve security or privacy

Privacy and security can work together and sometimes work against each other. Products can appeal to either of these groups and sometimes both at the same time. This also applies to services. For example, a pledge not to share information on an email signup form is an appeal to people’s desire for privacy and security.

They’re something people desire

People will purchase items solely because they desire them. Don’t be bashful about selling things that fit into this category. Not every product must fulfill a need, have a high purpose, or represent a cultural ideal that dates back hundreds of years.

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