Mapping the Path to Purchase: How a Pre-Purchase Study Uncovered Key Differences Across Buyer Segments
Client’s Industry: Compact Equipment Manufacturing
Client’s Challenge
In the midst of a multi-brand transition under a unified identity, the client needed a clearer understanding of how different customer segments navigate the compact equipment buying process. Without insights into each segment’s unique journey, they risked applying a one-size-fits-all marketing approach. The focus was on the pre-purchase phase—from need recognition to final decision—to uncover where brand messaging, digital tools, and dealer interactions could better align with real buyer behavior.
Solution
Prime46 developed a rigorous online survey targeting purchasing decision-makers in four key customer segments: Construction, Landscaping/Grounds Maintenance, Industrial/Material Handling, and Home/Farm. The study was designed to compare decision-making behavior across segments while maintaining a standardized structure. Survey invitations were sent to 73,000 contacts across publication and research panels, resulting in 502 qualified responses, including 378 main decision-makers and 390 first-time buyers. The analysis covered the full spectrum of pre-purchase behaviors, including how customers identify needs, evaluate brands, seek product information, and interact with dealers.
Results
The study revealed distinct patterns in customer behavior and expectations:
- On average, buyers visited 3 to 4 manufacturer websites before purchasing, seeking specs, pricing, and warranty information.
- The average time from identified need to purchase was 2–4 weeks, signaling a relatively compressed decision window.
- Satisfaction with the overall purchase process scored 4.28 out of 5, indicating generally positive buyer experiences but with room for improvement.
- 70% of respondents said they would reconsider a previously eliminated brand if financing improved or if a trusted dealer reintroduced it.
- Construction buyers relied heavily on brand reputation and dealer trust, while Industrial buyers emphasized longevity and uptime. Landscaping professionals focused on specs and serviceability, and Home/Farm buyers were notably price-sensitive.
Successes
Prime46’s research equipped the client with precise, actionable insights to refine their marketing and sales strategies. They learned that over 60% of Landscaping segment buyers looked for detailed product specs online before contacting a dealer, emphasizing the need for content-rich digital tools. Additionally, buyers who felt confident in their model choice prior to speaking with a dealer were more likely to rate their purchase experience positively—reinforcing the importance of robust web resources and self-service tools. With a detailed map of each segment’s path to purchase, the client can now tailor brand messaging, website content, and dealer training to address specific decision drivers like financing, product availability, and ease of comparison. These insights are now driving a rethinking of promotional strategy across product lines.
Is Your Marketing Aligned with How Your Customers Actually Buy? Let Prime46 help you uncover what truly drives purchasing decisions in your industry.
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