Exploring consumers’ mindsets for long and short purchase cycles

Lens Marketing conducted a study in the UK and Sweden that compared the decision-making process of consumers in two categories with differing purchasing cycles: automotive (a long-term purchase cycle) and pasta (a short-term purchase cycle).
  • The research found that long purchase cycles involved more deliberation, with consumers seeking information and comparing alternatives extensively before making a purchase, while short purchase cycles required quick decision-making and involved swift action in information gathering and purchasing.
  • The study also discovered that price was the primary driver of consumer choices in both long and short purchase cycles.
  • Marketers must tailor their strategies to each cycle's distinct behaviour to optimise content, strategic media placement, and conversion rates....

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