6 Factors That Will Affect Your Customers Decisions

Whether you sell software or running shoes, landscaping services or web design services, you’re dealing with customers.

Understanding what makes a person decide to buy something is one of the most crucial considerations you’ll make as a business owner.

Of course, people are complicated, and there are many, many factors that affect a customer’s buying decision.

We’ll discuss some of the most important here.

Quality (Or Perception of Quality)

According to BigCommerce, the single most common factor that affected a customer’s purchase decision was quality.

If a customer felt that the quality was good, they were more likely to purchase.

If the quality was low, they would opt out and find another product.

Now, it’s important to understand that this is perceived quality, not necessarily actually quality.

For instance, your product might work just fine, and be of the same quality as your competitor’s offerings, but if it is perceived to be of inferior quality by your customers, it’s the same thing as offering a sub-par quality product.


If your product isn’t visible to your customers, then they’re not going to buy it.

You’ll see far better sales performance from a product displayed on an end cap, than one sequestered in the darkest corner of the store.

The same thing applies to eCommerce businesses, but it’s a little different.

Here, it’s more about showing the customer the product in the first place and having accurate product listings on the first

What Others Say

Word of mouth is more important to retailer success today than ever before.

Once, customers actually cared what companies said about their products.

Today? Not so much.

Customers put far more weight into reviews from other customers, or what their friends and family have to say about a product.

If yours doesn’t measure up, they’ll skip it and buy from a competitor.


Price is relative, but important.

If the price of your product is not in line with its perceived quality (you’re charging a premium price for a non-premium item, for instance), your customers will notice.

If your competitors offer a product with similar features and of similar quality, but have a lower price, you can expect your customers to realise this and jump ship.

Ease Of Returns

How easy do you make it for your customers to return a product if they’re not satisfied with it?

This is an important consideration, as most consumers will opt to buy from a company that offers flexible return terms even if it means paying a little bit more upfront.

Brand Recognition

How well recognised is the product’s brand?

Names like Nike and Under Armour will outperform lesser known brands simply due to customers recognising the name.

This is also important outside of brand equity.

If a brand name sounds like it indicates quality or expertise, your customers will be more likely to purchase.

These are just some of the many factors that ultimately affect a customer’s decision to buy your products or shop elsewhere.

Thanks again

The Retail Sales Academy Team

© Copyright www.retailsalesacademy.co.uk. All rights reserved.