How key factors impact purchase decisions in the UK market.

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.

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.