There are many different types of consumers and understanding the type of consumers who purchases your products can help you make a diverse range of decisions for your business. The different types of consumers are:
As a consumer, I am a loyal customer but also an impulse shopper. I am loyal most to brands such as Amazon, Coca-Cola, and Samsung. I like to shop at places where I am familiar with their brands, products, prices, and how they will meet my needs. As an impulse shopper, I tend to snag a soda at the checkout, a cute sweater hanging by a walkway, or an item on sale that seems too good to pass up.
Some of the things that influence my buying decisions would be the shipping time of online retailers, customer reviews, product packaging, and new product releases or upgrades. Sometimes my children are all the influence it takes to get me to make a purchase.
The Consumer Decision Process
The evaluation of alternatives is the third stage in the Consumer Buying Decision process. This is the stage that leads to my purchasing decisions. Evaluation criteria vary from consumer to consumer and from purchase to purchase, just as the needs and information sources vary. For a product, I may consider price most important while for another I put more weight on the quality or convenience of the product.
What about marketing design?
There are times that I am influenced by marketing design, and typically it is with products that I am not very loyal to a certain brand. Typically, when it comes to groceries or household products, I will just choose what is the best bargain and meets my needs. However, I can not pass up the opportunity to purchase a new humidifier because it looks like R2-D2 from Star Wars. This will also apply to online retailers. If a website or app for a brand is easy to access and I can find things with ease, will influence me to shop with them rather than one that is confusing and not easy to navigate. By putting thought and effort into the marketing design, you could find an audience that might have only been interested in your product from competitors by the way you designed it and marketed it to the public.
Buyer’s Remorse….
Buyer’s remorse is a feeling of regret or anxiety after having made a purchase. It might happen with something as trivial as a cup of coffee or something as important as real estate or a car, and often the guilt is accompanied by stress and panic. Since I have a habit to impulse shopping, especially when I find that I have some extra money, I have experienced buyer’s remorse a time or two. It is mainly when I purchase something online and did not do enough research into the product before purchasing. I have experienced this with clothing, home décor, and little knick-knacks I purchased for my kids on a whim. Usually, it is because the description of the product did not match up with the product received. This is where shopping online is a challenge at times.
There are many positives and negatives to being a consumer and shopping with your favorite brands. By being thoughtful and aware of your purchasing decisions, you can ensure to have less buyer’s remorse and more positive experiences with your shopping adventures.
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