Purchasing Decision Making Journey

Client: A Major Telecoms Provider

Problem statement

Our client was looking to increase its penetration in specific technology areas amongst businesses in SA. In order to do so the client had to implement initiatives or corrective actions to positively influence the purchase decision making of current and prospective customers. 

The client had a need to understand the process users follow to ultimately purchase a product or solution from them, from problem recognition to post purchase evaluation. The client required insight as to what actions they should take to develop a sustainable competitive advantage within the defined target market for specific technology areas. 

BMI-T was commissioned to conduct the research, the research was to ensure that there is an alignment in the marketing mix elements used to take clients, products and services to market. 

The primary research objective was to gain insight into the purchase decision making of the target market in terms of the defined product categories/technology areas. To meet the primary research objective the secondary research objectives addressed the following:

  • Identification of the needs that trigger the purchase decision
  • Identification of the different steps and touch points followed in the purchase decision making journey
  • Identification of  the communication channels and influences used in the purchase decision making journey for the three product categories;
  • Identification of the most important drivers and barriers to brand selection in each of the technology areas
  • An understanding of the consideration funnel
  • An understanding of brand switching behaviour
  • Post purchase experience (including perception vs. true experience) by product category and market segment;

The solution approach

The study followed a quantitative approach, with slightly more than 390 personal interviews that were completed, but did have a large qualitative component as well. The study was carried out with businesses across five regions in South Africa. The target market segmentation for this study was small and medium size businesses that were classified according to their average monthly telecoms spend.  

The respondents targeted were individuals that were responsible for ICT decision making in their organisation or had some influence on ICT decision making. 

Outcomes achieved

The findings provided the client with a better understanding of the purchasing decision making journey by market segments and specific product categories. Insight of the research study provided them with a better understanding of how small and medium size companies make ICT decisions and initiatives they can adopt at each stage of the journey.