They say that many enter through the eyes, but in addition to the image, the symbols of statutes and the desire for the good things in life are some of the triggering factors that psychologists have identified among consumers when they buy prestigious goods and products.
Leading brands must sell on emotion—the higher the price, the more emotional than rational the decision—and luxury car manufacturers are no different.
A Nielsen study shows that style and design are determining factors when buying a luxury car or super sports car. These factors are almost double compared to other car purchases.
besides, buyers of these types of cars are three times more likely to believe that it reflects who they are compared to normal car buyers.
One in three high-end car buyers makes a purchase within a month, compared to the average buyer, whose normal buying cycle is six months. The median age of these buyers is 25 to 39, and 45 percent have young families.
More than three-quarters live in big cities and 31 percent speak another language, which is more than twice as likely as the average shopper.
Five key stages in the buying process have been identified for this category of buyers. Stage 1 is the activation of the purchase.
When it comes to buying a new, high-end car, there’s no time to waste with these buyers. They want it “now” and the specific brand or price is less important. In addition, they are 92 percent more likely than average car buyers to want to “treat” themselves or their loved ones.
The ‘activation’ of this purchase comes from reading an article on the Internet or in a newspaper or magazine. And the reason is that 63 percent of these owners consider themselves car enthusiasts, compared to the average buyer. More than half (54 percent) have a genuine interest in cars and pay active attention to luxury car innovations.
In stage two of the purchase the next step is to investigate. Seek advice from friends and use various media channels to hone your ideas. They are 71 percent more likely to research the Internet through web pages and videos, are 40 percent more likely to see magazine ads, and 19 percent more likely to see newspaper ads than regular shoppers.
In stage three, luxury car buyers define their goals. Style and design remain the most important factors. They are also early adopters of new cars, 45 percent more likely to be first to test drive.
The purchase, which is stage 4, is key for brands that must operate in the customer experience. These buyers visit more dealerships throughout the buying process than the average buyer. They can be swayed to the last minute based on a positive or negative experience, wanting to be made to feel important, and tailoring the style, brand, and color to suit their particular tastes.
Finally, stage 5 is reached, which is none other than enjoying the purchase. At this point, this group of buyers is very active on the Internet after the purchase. They share their purchase on networks and other channels, although they are less likely to read opinions on social networks before buying.
