How Key Factors Impact Purchase Decisions in the UK Market

Summary/Overview

There’s no doubt that we’re heading into perhaps the most consumer-focused time of the year. But what encourages customers to settle on making a purchase from a specific brand? And do certain marketing tactics have more success in attracting customers than others?

To find out, we conducted a survey of 1,500 UK consumers, quizzing them on which tactics make them tick and which leave them feeling uninspired. We also set out to uncover the brand qualities consumers admire, as well as those they don’t value quite as much.

Overall, we discovered that 52% of consumers find brands through word-of-mouth recommendations, with the same number expressing that excessive marketing emails and notifications leave them feeling uninspired.

A further 73% stated that product quality and reliability are at the top of their priority list, and a whopping 93% said that bad products may well put them off purchasing.

However, these findings aren’t uniform across all industries, so it’s time to do a deep dive into the rest of our results!

What attracts consumers to buy from a certain brand?

First, let’s dive into the main factors that prompt Brits to purchase. 73% of people mentioned product quality as a top factor, followed by 70% who emphasised the importance of affordable pricing.

33% mentioned positive online reviews, and a further 28% highlighted the significance of positive brand reputation. 11% also revealed that a strong social media presence is key, with 7% stressing the value of creative marketing.

Next, affordable pricing and product quality top the ranking in various sectors. In the media and entertainment industry, 88% of people emphasised the importance of affordability, and 84% said the same in retail. Finally, in science and pharmaceuticals, 90% unsurprisingly highlighted the significance of product quality.

A strong social media presence appears to be essential in marketing, with 25% of people mentioning this, along with many in the consulting and management industry (30%).

But how does this vary by gender and location? Well, 73% of females emphasised the importance of affordable pricing, and 66% of males did too. Affordable pricing is also key in the 65+ age group, with a whopping 81% of people mentioning it.

A strong social media presence is important for those aged 25-34 (22%), yet this falls as the age groups rise, with only 3% of 55–64-year-olds placing emphasis on social media.

What factors do consumers feel are less enticing from brands?

Next, let’s look at the flip side of this and uncover some of the less enticing qualities. Almost all our participants mentioned poor product quality, with 66% of people also mentioning inadequate customer service. Just less than half of our participants stated that a lack of available discounts and reward schemes leaves them feeling uninspired, while 32% mentioned a lack of brand familiarity.

But how do thoughts vary from industry to industry? Well, in the accountancy and finance sector, the sentiment reflects the general consensus with poor customer service being a top annoyance (29%). 28% also mentioned high prices and unexpected fees, with 20% bringing up poor product quality too.

In the energy and utilities industry, 40% mentioned high prices, as well as 41% in the hospitality and events sector. In the creative arts and design industry, 25% highlighted high prices and unexpected fees, with 22% revealing they may be discouraged by poor product quality.

Negative reviews are a top concern in marketing, advertising, and PR (22%), as well as law (20%) and business consulting (18%).

High prices and unexpected costs are the biggest deterrent across all age groups, with the highest percentage seen in the 25-34 age group (37%). Poor customer service is also a main gripe in the 18-24 age group (20%), although it seems less of a concern for older consumers.

What are the most uninspiring marketing tactics?

As well as ensuring top-notch products and great customer service, marketing plays a huge role in boosting brand visibility and encouraging purchases. But not all marketing tactics hit the mark, so let’s take a moment to dive into some of the most uninspiring according to our participants.

Over half of our participants mentioned that an overload of emails and push notifications leaves them feeling uninspired, with a further 41% also highlighting intrusive ads. Equally, 39% of our participants mentioned misleading advertising.

There’s some dismay with influencer and celebrity marketing too (39%), as well as with a lack of transparency in pricing (33%). Finally, just over a quarter of participants mentioned that poor customer service after marketing campaigns leaves them unmotivated.

In the retail industry, the most uninspiring sales quality appears to be excessive push notifications (55%), with 39% also mentioning misleading advertising. The issue of push notifications stands out strongly in the charity and sales sectors too, with 70% and 75% highlighting this.

39% of 18–24-year-olds put overly intrusive ads as their top annoyance, with 46.5% of 55–64-year-olds mentioning it too. In the 55-64 age group however, the biggest issue appears to be too many emails and push notifications, with 53.9% of people highlighting this.

Final key takeaways…

So, with the above insights on consumer satisfaction in mind, how can businesses adapt their strategies to attract customers in such a busy period?

1. Effective advertising: tailor your outreach

With intrusive ads and persistent push notifications cropping up as a top bugbear, it might be time to give your marketing strategy a rethink.

While it’s undoubtedly important to maintain brand visibility, it’s also crucial to prioritise customer experiences. So, with the inevitable influx of ads and notifications in the run-up to the festive period, why not try something new to stand out?

27% of our participants mentioned the importance of physical stores and pop-up events. So, if you’re in the retail industry, why not give your strategy a refresh and set up an in-person event? You could create posters to display amongst other eye-catching assets, ensuring you capture attention without bombarding customers.

We also have templates for flyers and business cards which are great for handing out at in-person events.

2. Social media: leverage its power

Next, it’s time to get stuck into producing relevant and authentic social media content. Doing so will allow you to boost brand awareness and foster a sense of community. From customer testimonials to behind-the-scenes content, social media provides the perfect opportunity to connect with consumers.

22% of our participants mentioned that they typically find new brands through Instagram, Facebook, and TikTok, showing just how important it is that you’re creating content that resonates.

You’ll need to nail your branding across various platforms, creating attention-grabbing, relevant posts. So, if you’re ready to get started, why not channel your inner creativity and try our free, easy-to-use Instagram reel and Instagram story makers?

Also, it’s important to prioritise effective customer service, ensuring prompt replies across all platforms.

So, there we have it: our insights on consumer satisfaction in the UK as well as our top tips on how you can sail through the upcoming busy period. Through avoiding common marketing annoyances such as excessive push notifications, and focusing on offering top product quality and affordable pricing, you’ll be well on your way to ensuring maximum customer happiness.

Next, if you’re a business owner, why not head over to the Adobe Express blog for plenty more insights? There you’ll find information on everything from infographics to the latest digital marketing trends.

And if you’re looking for more ways to boost brand awareness, head over to our advertisement page for tips on how to showcase your brand.

Methodology

The Consumer Satisfaction Index is the result of a comprehensive national survey on behalf of Adobe Express. The survey polled 1500 UK Adults between 18.11.24 – 22.11.24.

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