Taking into account consumers’ points of view is very important for people who deal with design and communication because it is essential to create new personalized spaces and shopping places in line with the needs and desires of shoppers. For this reason and with all this in mind I asked some people the following questions:
Caterina, 42, export area manager
When you are going to buy something what is more important to you and what influences you most: shops or brands? I usually go to specific shops where I know I can find my favourite brands, when I need shoes I usually go to Fidenza because I know I can find a Camper shop there.
Have you ever bought anything impulsively because the place were it was displayed was enjoyable or somewhat special? I very rarely buy something impulsively and that is something that happens to me even less when it comes to expensive items. The only time I bought something out of an impulse was in New York, at Tiffany’s but, hey, who could resist temptation in such a place? That was credit card power!
How influential are the internet and social media in general when it comes to purchasing? I don’t consider myself to be very “modern” so their influence is not so important for me personally. I do use the internet to get information and look at products specifications, compare prices and locate the closest shopping for me to buy it in.
Stefano, 43, consultant
When you are going to buy something what is more important to you and what influences you most: shops or brands? A bit of both. Sometimes I buy things which don’t even have a brand and that I get in special places. Many things that I own and many of my clothes come from shops or places where I experienced and lived some emotions (all positive of course).
Have you ever bought anything impulsively because the place were it was displayed was enjoyable or somewhat special? Yes, I have. Sometimes at the seaside at summer stalls, or at multi-ethnic exhibitions, and these are just two simple examples.
How influential are the internet and social media in general when it comes to purchasing? I usually use the internet (forums, blogs) to gather information on technological items or, generally, for expensive items I need or want to buy. Sometimes I do buy on-line, but, more usually, I go to a shop. I do not use social networks.
Viola, 31, employee
When you are going to buy something what is more important to you and what influences you most: shops or brands? It depends, but more often than not specific places win over brands.
Have you ever bought anything impulsively because the place were it was displayed was enjoyable or somewhat special? That’s something often happens to me. With me the place, a special place definitely plays an important part.
How influential are the internet and social media in general when it comes to purchasing? A lot, and above all that is true when information is on the same lines with what I would like to have and buy.
When you are going to buy something what is more important to you and what influences you most: shops or brands? It depends, but more often than not specific places win over brands.
Laura, 40, lawyer
When you are going to buy something what is more important to you and what influences you most: shops or brands? If I am heading to the shops because I want to buy something I look for my favourite brands as I know I will be happy with my purchases.
Have you ever bought anything impulsively because the place were it was displayed was enjoyable or somewhat special? Yes, I often do buy out of instinct and impulse and the place I find myself in definitely plays an important role as it kind of attracts and directs me into shops.
How influential are the internet and social media in general when it comes to purchasing? I think that the internet and social media in general do not play a role with me when it comes to shopping, I do use the internet but only just to check the product specifications before I buy something.
Interview by Gabriella Simone
Source: Google