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Following further into the subject of how customers buy, we can establish that customers do not always make rational and practical decisions when it comes to their purchases. 
 
For example a person buying a pair of trainers may not buy the trainer with the most cushioning built in for comfort, in a colour or style that suits with the most of their clothes but for example purchase a brightly coloured trainer that they may only wear once. 
 
The reason that customers make purchasing decisions which do not always seem rational or predictable is based on their:
 
•    Emotional attachment to the purchase
•    Their 5 Senses (sight, sound, taste, touch and smell)
 
People can form an emotional connection with their desired purchase and that feeling together with their five senses is closely linked to their memories and how they define and experience the world.
 
When it comes to encouraging your customers to buy from you specifically the difference between buying from your company and a similar company depends on how many of the five senses you apply in your purchase. 
 

Resources

•    TED Talk on using 5 senses to sell (10minutes)