Do you know how your customers make purchasing decisions? 3 key insights every B2C SME founder should know.

Many founders and SMB owners believe they lose customers because they think their product isn’t innovative enough or because their competitors spend more on advertising.

The truth is that, in most cases, the problem lies in not understanding how your customers decide to buy.

As McKinsey & Company, one of the world's most influential strategic consulting firms, explains:

“The consumer journey is no longer linear, but a cycle of constant exploration and evaluation” (McKinsey, global leader in strategic consulting).

This means your customers don't make decisions in a single visit: they research, compare, look for reviews, investigate your social media presence, ask others... and only then do they decide.

If you're the founder of a B2C SME (a real estate agency, a restaurant, an online store, or a wellness center), the key isn't to talk louder about your product. It's to align your marketing with the real way your customers make decisions.

1. Why they buy: the emotional motivation behind the purchase decision

Every purchase begins with an emotional desire or need. The Product Marketing Alliance (PMA) , a global network of product marketers, notes that “B2C purchasing decisions are rarely purely rational; they are deeply influenced by emotions such as fear, aspiration, and the desire to belong” (PMA).

For example:

• Real estate in Ibiza: clients aren't just looking for a house; they're looking for the peace of mind of investing wisely or fulfilling their Mediterranean dream.

  
  

• Restaurant: You don't pay for a menu, you buy an experience to remember and share in front of the sea watching the sunset.

  
  

• Retail: You don't buy a dress, you buy the confidence to stand out at a special event.

💡 Tip: Ask yourself what happens in your customer's life after they buy from you. That's the real motivation behind their decision.

2. What they buy: tangible benefits, not technical features

Once motivation is activated, the client begins to define which solution will give them the confidence and benefit they are seeking.

According to Cognitive Clicks, the consumer goes through a conscious comparison phase before deciding (Cognitive Clicks).

And as Google describes in its “Messy Middle” research, this process is anything but linear: customers go back and forth between exploration and evaluation, accumulating information until they feel confident in their choice.

For example:

• Real estate in Ibiza: they don't buy pretty pictures, they buy confidence that the entire process (legal, financial, logistical) will be clear and secure.

  
  

• Restaurant: They're not looking for a varied menu, they're looking for options that surprise and fit their tastes or restrictions.

  
  

• Online store: it's not just about fast shipping, it's about the peace of mind that comes with knowing you can return your item without any problems.

💡 Tip: Don't just talk about what your business "has," show what practical results the client will get in 3–6 months.

3. How they buy: confidence and ease in giving the “final yes”

While emotions and benefits open the door, the purchase is confirmed at the level of trust and ease.

A Deloitte Digital survey revealed that while 79% of brands believe they deliver excellent experiences, less than half of consumers agree (Deloitte).

Additionally, consumers who receive positive experiences spend 37% more on average.

This means that:

• Simple and visible return policies make a difference.

  
  

• Reviews and testimonials are more credible than any advertising campaign.

  
  

• The digital experience (your website, your shopping cart, your booking process) must be seamless and secure.

  
  

💡 Tip: Make the journey easier. Eliminate friction and instill confidence at every touchpoint: website, email, social media, even after the sale.

Connecting how your customers buy with your marketing funnel

If you're familiar with marketing, this will sound familiar: these three steps should be integrated into your marketing funnel for your strategy to be consistent and effective.

And if not, don't worry, at Kartika Studio we can help you translate it into clear actions that differentiate your business and establish it in the market.

Let's look at this case applied to a real estate agency in Ibiza:

This is how you can put these 3 stages into practice in your marketing strategy

Let’s analyse this case applied to a real estate agency in Ibiza

If you run a real estate agency in Ibiza, your marketing should align with these layers:

1. Why they buy: They're not looking for a property, they're looking for the Mediterranean lifestyle and the security of a good investment.

2. What they buy: transparent legal advice, photographs that inspire confidence, and the possibility of earning income from vacation rentals.

3. How they shop: They rely on reviews, compare websites, and expect your communication to inspire immediate confidence.

Your proposal is not to "advertise properties", but rather to "position yourself as the most reliable agency for those who dream of living or investing in Ibiza."

Your customers don't buy what you sell

They buy what they feel will change their life after choosing you.

If you understand why they buy, what they buy, and how they buy, your SME stops competing on price and starts winning through trust, authority, and real differentiation.

But now... How do you differentiate yourself?

That's the real challenge. It's not enough to understand how your customers shop: you need to put it into action and build a unique proposition that will make you stand out from the competition.

At Kartika Studio we help you:

1. Translate these layers into concrete marketing actions.

2. Differentiate your brand so that it doesn't compete solely on price.

3. Establish yourself in your market with a strong identity and a clear strategy.

📩 Contact us here and let's get started: let's make your dream our goal.

*Our services are available in English and Spanish - we have experience in the English market.