Consumers exhibit different purchasing behaviors and decisions. Some are attracted by discounts while others by perceived benefits. There are buyers who like to take their time shopping while others make a decision on the spur of the moment. Here are some common types of consumers.
Regina went to the mall to buy a novel for her book report. It only took her less than ten minutes to find the book and pay the cashier. Instead of going straight home, Regina decided to look around the mall. A lovely floral blouse caught her eye on the window display. She went inside the boutique to see it closer. Although Regina purchased two blouses last week which she hasn’t worn yet, that didn’t stop her from trying on the new blouse. To her delight, it was a perfect fit! Regina knows she doesn’t need a new blouse but she couldn’t help it. She convinced herself that it’s too pretty to leave behind.
An impulse buyer finds a way to rationalize a purchase. She turns something she doesn’t need into a “must have.”
With today’s technology, impulse buyers have easy access to different products. They don’t have to dress up and go to the mall. Impulse buying can take place inside the home through online shopping and television shopping networks.
An impulse buyer makes a rapid decision to buy a product or service without giving it careful thought or consideration. No planning is involved in the purchase. The decision to buy is made upon seeing the product or learning about a service. This kind of quick purchasing behavior often leads to regret.
Stephanie, a mother of two makes it a point to buy eco-friendly products. She buys cloth diapers instead of disposable ones because it’s her own little way of helping the environment. Stephanie believes that by buying cloth diapers, she can help reduce pollution and waste.
A conscious buyer like the term implies is aware of how his/her purchases affect the environment. The consumer is willing to pay more for eco-friendly products if he/she knows that the goods will not harm the environment. A conscious buyer doesn’t mind going out of his/her way to go to a specific store or retailer to purchase natural and eco-friendly products. This kind of consumer exhibits social responsibility.
Denise is a sucker for sale. She says that a sale produces feelings of euphoria. She loves getting things for a bargain … even things she doesn’t need.
When Denise sees a pair of shoes worth P1000 that is selling for P450, she is convinced that she’ll be saving P550 when she buys is. Denise owns dozens of shoes so she doesn’t new one. She is too mesmerized by the discount, that she focuses more on the perceived savings rather than the expenses.
When you look at her closet, you’ll see a lot of new and unworn dresses and shoes. Denise is worried because she’s running out of closet space.
Like an impulsive buyer, a sale-driven consumer will find ways to rationalize a purchase just to make himself/herself feel good about it.
The difference between an impulsive buyer and a sale-driven consumer is how price plays a role in the purchasing behavior. An impulsive buyer who suddenly feels compelled to buy a product may not be too concerned about the price. As long as the consumer finds the product interesting, he/she won’t hesitate to buy it. A sale-driven consumer on the other hand, is fixated about the discounted product.
Rico recently bought a new camera. Before making a decision, he visited different websites and compared camera specifications and prices. He also read consumer reviews. Rico chose a moderately priced camera that has the specifications he is looking for and has positive reviews.
An info-compelled buyer believes that learning about a product or service first before purchase enables him/her to make a wise decision. This kind of consumer likes to read product labels. The individual takes his/her time comparing quality and prices. Given comparable price and quality, the info-compelled buyer tends to choose a brand with good reviews or associated with a good cause.
Francis likes being ahead of others when it comes to gadgets. He is always on the front line when upgrading his mobile phone and tablet.
The upgrade-addict consumer keeps himself/herself updated about the latest product models. This type of buyer doesn’t mind paying a high price during the launch of a new product as long as he/she satisfies the need to be ahead.
Photo c/o Pixabay, Public domain.
Rachel Yapchiongco, also known as Rach to her friends, is a Psychology and Marketing Management graduate of De La Salle University. Rachel is a mom to a charming boy and married to an entrepreneur who has a passion for cooking. She shares parenting experiences and slices of everyday life on her personal blog called Heart of Rachel.