Understanding how shoppers make decisions—whether in-person or online—is crucial for brands to drive sales and build customer loyalty. Consumer behavior is complex, and various factors influence purchasing decisions, ranging from product reviews and claims to recommendations from friends and family, and even the packaging itself.
The claims a product makes can significantly impact decision-making. Consumers are increasingly looking for products that offer tangible benefits, sometimes for specific health concerns or a bigger picture aspect such as product sustainability. Clear and accurate claims—whether about a product’s ingredients, performance or environmental impact—play a critical role in convincing shoppers that a product is worth buying.
Health-conscious consumers are likely to pay attention to claims like “gluten-free,” “organic,” or “low-sugar.” In fact, Prepared Foods magazine shares that label claims promoting overall health and wellness resonate strongly with consumers. Environmentally aware shoppers may gravitate toward products that claim to be “eco-friendly” or “sustainably sourced.” It’s important for brands to back up these claims with credible certifications or verifiable evidence to maintain trust and transparency. We talk more about this in our tip sheet, Consumers and Sustainability.
For in-store shoppers, claims on packaging can be just as influential as online product descriptions. A simple, eye-catching label with an easy-to-read claim can be enough to draw attention and persuade someone to make a purchase on the spot. Packaging, and the claims on the packaging, are key factors in decision-making.
Packaging can often be a deciding factor for shoppers. Packaging grabs attention at the shelf, as we explored in our recent white paper about launching a new, eye-catching hard seltzer with Suntory Global Spirits. Packaging offers the first visual interaction with a product, and it serves as a powerful communication tool. Packaging can enhance or undermine the message conveyed through other consumer touchpoints. For example, sustainable packaging can align with the eco-conscious claims of a product, reinforcing a brand’s commitment to sustainability. Conversely, a lack of clarity on packaging may cause consumers to question the validity of claims or reviews.
Product reviews are a key factor in shoppers’ decision-making, influencing both online and in-store purchases. Online, reviews are often the first step in evaluating a product, with positive feedback building trust and negative reviews acting as a deterrent. In physical stores, shoppers frequently research products on their smartphones, scanning QR codes or looking for reviews on retailer sites or third-party platforms, highlighting the seamless integration of reviews into the shopping experience.
A paper, “Impact of Customer Reviews on Purchase Decision of a Brand,” published in the International Research Journal of Economics and Management Studies underscores the critical role reviews play in shaping brand reputation and loyalty. However, fake reviews can damage consumer trust and brand credibility. Brands that manage reviews effectively are better positioned to influence purchasing decisions and strengthen their reputation.
Shoppers value detailed reviews that offer both positive and negative feedback, as these provide a more balanced view of the product. The credibility of the review source also matters; verified purchases, influencer reviews, or industry expert opinions carry more weight than generic comments. The article “How Reviews And Ratings Affect Clients’ Buying Decisions,” in Forbes also shares that “customers are more likely to trust products with balanced ratings,” as this realistic portrayal encourages future purchases.
Word-of-mouth (WOM) remains one of the most powerful influencers in purchasing decisions. An article by Metrobi on word-of-mouth marketing states that these communications—driven by genuine customer experiences and recommendations—are significantly more effective than traditional advertising. They find that 90% of all purchases are influenced by WOM, making it a powerful and cost-effective strategy for business growth.
Word-of-mouth recommendations from friends and family are often perceived as more trustworthy than any other form of advertising or marketing. Whether it’s a recommendation to try a new beverage, a skincare product, or a home gadget or appliance, consumers often turn to those they trust for advice when making purchasing decisions.
This influence extends to social media. A product recommended by a friend on Facebook or Instagram, or endorsed by a trusted influencer, can have just as much impact as a personal recommendation. This is why influencer marketing has become such a crucial component of many brands’ strategies.
The modern shopper journey is a complex, multi-touch experience where claims, packaging, product reviews, and recommendations interact at different stages to influence purchase decisions. Brands must align these factors to create a cohesive and persuasive shopping experience. Brands should focus on optimizing their approach across all of these factors:
Ultimately, the key to influencing shopper decisions lies in understanding how they gather information and make choices. Utilizing the right consumer research is key!
