Marketing strategies often develop around understanding how consumers think, reason, feel, and make selections. For example, does environment, culture, or society influence the buyer’s decision? Does emotion, product knowledge or money, influence the major decisions? Identifying some common characteristics in buyer potential help marketers improve marketing strategies and campaigns to reach consumers more effectively. Several common characteristics commonly found among buyers include the following definitions:
Individuals that make purchases of goods and services typically based on personal needs, wants, or interest. Purchases are typically for use, consumption, or collection.
Individuals or groups tasked to make purchases on behalf of a company or organization. The purchases serve no personal interest, need, or want. The purchase serves the needs and interests of the company or organization. Purchases are typically for use, inventory, resale, or asset possession.
Group or socially influenced buyers based purchasing decisions on the opinions of family, friends, peers, or other associates of influence. The opinions of others are the primary motivators and catalysts. The group defines for the buyer, what products are the ideal purchases or not. Other influences include when the buyer should purchase, where the buyer should make the purchase, and which brand to buy.
Brand loyal buyers are people that have committed to purchasing and repurchasing a specific brand or service — regardless of others, regardless of popular opinion, regardless of prices. Brand loyal buyers are typically willing to pay higher prices to stick with their brand of choice versus paying less for products of similar quality. Loyalty to the brand serves as a key asset to businesses, future revenue, and usage.
Buyers who are like the crowd are individuals that want to be like and want to have what everyone else has. The buyer wants the latest fads and the latest trends. Individually is not the focus; having what is popular and desired by most is the focus.
Buyers who want to stand out from the crowd are buyers that will make significant sacrifices to ensure what they want and what they purchase is not like others; the buyer preference is unique, not influenced by popular opinion, or by the desires of others.
Buyers that are environmentally conscious make purchases based on their environmental beliefs. For example, a buyer that is conscious of the environment will make the decision to buy recycled products based on his or her belief that recycled products are safe and contribute to an environmentally friendly society.
Buyers that are health conscious make purchases based on their beliefs of better health. For example, a buyer that is health conscious is going to take the time to read the labels, learn about ingredients, and how the products are produced. The buy will take an account of both the beneficial and negative affects of their choices.
Buyers who make purchases based on research and knowledge about a product or service. For example, the buyer will compare prices, options, benefits, solutions, alternatives, news, reviews, convenience, and competitors prior to making a decision to purchase.
Buyers who make purchases based on their perception of a product or service. If he or she believes the product is good, suitable, or fit for the need or purpose, then the perception supports the decision to purchase without research, without proof, without facts. Assumption is the catalyst driving the purchase.
What other characteristics have you seen or experienced in buyers?