Consumers are willing to opt for a higher-value product if they trust the brand.
Salsify’s Consumer Research 2022 report surveyed more than 4,000 people to understand the impacts on retail during the pandemic. The company found that considering a company trustworthy is the main reason consumers choose a more expensive product.
46% of American respondents said they would pay more for a brand they trust, up 30% from 2021. Lower shipping costs (30%) and faster delivery (29%) are the second and third most important factors in making that decision, respectively.
Reputation based on product quality
Elsewhere in the same survey, Salsify found that 54% of respondents seek information about product quality before making a purchase. American consumers are interested in knowing how products perform and how well they deliver on their promises.
This data reinforces something that consumers have been bahamas whatsapp data looking for for years. Since 2016, research has shown that customers seek brands that have marketing communications focused on the value of the product and that keep the promise of delivering good products.
While a bad product experience is often one of the main factors that leads consumers to switch brands, a positive experience is what builds long-term relationships with those customers.
How to increase confidence?
Using this research data, marketers can improve their users’ experience during the purchase process. Half of respondents said they would abandon a purchase if they did not find enough information about the desired product or service.
Some 41% of shoppers said that the quality of product images and descriptions are the top factors in their online purchasing decisions. This again echoes data from another survey, in which consumers ranked detailed descriptions as the most important element of the shopping experience.
It is important that brands are aware of these elements, after all, the results of Salsify's research indicate that the main change in consumer behavior caused by the pandemic was the increase in online shopping.