The (Bendy) Product Purchase Path

Sonder
January 12, 2020

Depending on the product or service the path changes.

For low cost items, like a can of pop or sushi- the path to purchase is typically short.

For high cost items, like buying a house or a car - the path to purchase is typically longer.

This is common sense: the more something costs the more we typically think about -the more information we need before we can take an action like purchasing.

However, it gets more nuanced and involves much more then just just the price.

What if you are an independent wealthy individual shopping for Yachts? That means a $400,000 Rolls Royce parked on the side of ocean is an impulse buy.

The inverse is true if you are poor - if you just spent $1000 on something like rent - your purchase path for sushi will be extended.

Purchase paths are influenced by more then just the limitations of price - the path of purchase changes when you add human perception and contrast into the mix.

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