Nike, Adidas, Reebok: consumers cite the reason for purchase in online reviews, revealing whether it was an emotional or rational purchase

Nike, Adidas, Reebok: consumers cite the reason for purchase in online reviews, revealing whether it was an emotional or rational purchase

Analysing the purchase drivers cited in consumer reviews can help understand if it was an emotional or rational decision.

In the last few weeks, we saw how online consumer reviews can help brands get specific feedback into every aspect of their product. They can also help brands find out exactly why the consumer bought their product, with purchase drivers cited in 37% of consumer reviews.

We analysed consumer reviews for mens' sneakers across three brands where the emotional connection plays an important role: Adidas, Nike and Reebok. We extracted the reasons for purchase cited in the reviews then segmented them into emotional and rational reasons. Doing this can help brands understand how well they are building emotional connections and what fuels them.

Analysis of consumer reviews reveals that 83% of purchase drivers for sneakers are emotional:
 
  • Consumers say they bought these products for emotional reasons: For example, they chose the shoes because they "just loved them" or felt they were a "must-have for this season's look". 17% of purchase decisions are more rational, based on aspects such as comfort or material
Identifying purchase drivers points to the most influential factors on the consumer's decision:
 
  • Brand love, style and trend-following the top purchase drivers: These are all emotional purchase decisions, as consumers say they want to "look cool" or that they bought them specifically "to wear with skinny jeans" and achieve a particular look

 Consumer share the reason for buying sneakers in online reviews:

 

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