There are millions of consumers around the world, as many as there are people. That is so, but although individually each of us we are unique and inimitable, as a society we can be more predictable and less complicated to analyze and define.
That is why today we are going to focus on groups and not in individuals. Analyzing the types of consumers that exist is part of marketing and knowing their behavior when purchasing can be very useful if we want to design a marketing strategy effective, realistic and that produces the results we seek.
Purchase decision
We will also know what kind of messages They will be more effective in our advertising campaigns since, logically, not all types of consumers react the same to the same type of message. Our sales pitch will have to adapt to each profile.
Not all of us behave in the same way when faced with a situation. purchase decision of any kind (change our car, buy a house or renew our wardrobe)
Although it is true that there are certain more impulsive purchases than others that require more planning, we can generally define several types of behaviors when making a purchase. And these behaviors are what will define what type of consumer we belong.
Complex
He complex consumer It is someone who spends time learning about the product, researches existing options, evaluates prices and then makes a decision. They usually compare products to finally choose the one that most closely matches their tastes and needs.
He is a very person rational so we will never convince you with romantic or evocative sales arguments. He always has his feet on the ground and does not buy on impulse.
Impulsive
This type of consumer is quite unpredictable since you make purchases unexpectedly. It moves by impulses. It's of “I see it and I want it” so you will have to address him with “tempting” arguments that awaken his desire for what he sees.
Usual
The prudence marks your way of consuming. He generally opts for products he already knows and finds it difficult to make changes. But this type of consumer also trust the recommendations from people he knows, so he generally reacts well to messages that come to him through social networks, or to campaigns with celebrities or influencers on his profile.
As we can see, there is quite a bit diversity regarding the type of consumer we can target. Analyzing what type of consumer will buy our product is essential for our marketing and advertising campaign to work.
Hence the importance of knowing well and thoroughly analyze to our target audience. We will avoid sending wrong messages and wasting large amounts of time and money. A good analysis of our consumer will bring us closer to success. Only in this way will we avoid disaster.
