SlideShare a Scribd company logo
Consumer
behaviour
And it's usage
Veronika Fazekas
Why it's important
We all know about the importance of defining an accurate targeting in our marketing
and business strategy, however there is way more than just the demographic
characteristics and general behaviour patterns when it comes to define our Buyer
Persona and to understand that depending on the operating sector and the wideness of
the product range offered, different factors, hence marketing strategies have to be
applied.
Consumer behaviour incorporates ideas from several sciences including psychology,
biology, chemistry, and economics with the aim to understand the buying decision and
this way being able to influence it
Understanding consumer behaviour also helps marketers decide how to present their
products in a way that generates a maximum impact on consumers. It’s crucial in
reaching and engaging clients, converting them to purchase.
Veronika Fazekas
Types of consumer behavior
1. Complex buying behavior
This type of behavior is common when buying an expensive, infrequently bought product.
They are highly involved in the purchase process and consumers’ research before
committing to a high-value investment. - not frequent in TT
2. Dissonance-reducing buying behavior
The consumer is highly involved in the purchase process but has difficulties determining the
differences between brands. ‘Dissonance’ can occur when the consumer worries that they
will regret their choice.
This usually happens in the case of high involvement purchases where there are few
differences between brands.
In this case the consumer does not have enough information based on which to make a
decision.
It is very important for the marketer to differentiate here even if it is on the basis of
positioning, brand image, trust or pricing.
Veronika Fazekas
Types of consumer behavior
3. Habitual buying behavior
Habitual purchases are characterized by the fact that the consumer has very little
involvement in the product or brand category. It means exhibiting a habitual
pattern, not strong brand loyalty.
4. Variety seeking behavior
In this situation, a consumer purchases a different product not because they
weren’t satisfied with the previous one, but because they seek variety.
Veronika Fazekas
Consumer types
Loyal Customers
Impulse Shoppers
Bargain Hunters
Wandering Consumers
Need-Based Customers
There are 5 types of consumers and they all require slightly
different attraction and retention techniques.
Veronika Fazekas
Consumer types
Loyal customers make up the bedrock, those who have made a
commitment to a product or service. They generate the majority of the
income. More likely to recommend brands to others.
It's essential to keep this customer base involved, engaged .Adding
reward programs and interactive social media to keep them.
Impulse shoppers are those simply browsing products and services with
no specific purchasing goal in place. This consumer segment generates
significant revenue for most retailers. This type of consumer is usually
receptive to upselling and has the potential to become a loyal customer
if products and services meet or exceed their expectations and desires.
Loyal customers
Impulse shoppers
Veronika Fazekas
Bargain hunters are seeking the best deal and most likely won't be
swayed by upselling techniques This type of customer has very little
potential to become a loyal customer. This customer also rarely, if ever,
makes purchases on impulse. Advertising sales is the best way to
appeal to those in this customer group.
Wandering customers are somewhat related to impulse shoppers, but
they're much less likely to make purchases.
They are driven by the need for a specific product or service. They
make purchases decisively and quickly once they find what they're
seeking. They're frequently converted into loyal customers and often
have practical questions or concerns that can be addressed with a
proactive social media presence.
Consumer types
Bargain hunters
Wandering customers
Need-Based Customers
Veronika Fazekas
Customer Adoption Patterns
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Customer adoption patterns are important to understand in order to understand how to market
new products. This classification of consumers relates to their willingness to take risks and to
switch purchase behaviors relative to particular product categories.
These categories are relevant to particular products, not necessarily the consumer themselves – but
obviously some people are more risk takers whereas others are more conservative, so there would
be some correlation of behaviors across related product categories. For example, a consumer may
be an innovator or early adopter of technology products, but perhaps be in the late majority for
household furniture.
Veronika Fazekas
Innovators are the first customers to try a new product. They are, by
nature, risk takers and are excited by the possibilities of new ideas and
new ways of doing things.
Early adopters are the second phase of product purchasers .These tend
to be the most influential people within any market space . They may be
very active in social media and often create reviews and other materials
around new products that they strongly like or dislike.
Early adopters will normally have a reasonably high social status ,
reasonable access to finances, high levels of education and a
reasonable approach to risk.They will try to obtain more information
than an innovator in this decision making process
Customer Adoption
Patterns
Innovators
Early adopters
Veronika Fazekas
As a product begins to have mass market appeal, the next class of adopter to
arrive is the early majority. This class of adopter is reasonably risk averse and
wants to be sure that their resources are spent wisely on products. They are
however, generally, people with better than average social status.
The late majority is rather more skeptical about product adoption . They tend
to put their resources towards tried and tested solutions only The late
majority rarely offer any form of thought leadership in a field.
Laggards are last to arrive at the adoption party and their arrival is typically a
sign that a product is entering decline. Laggards value traditional methods of
doing things and highly averse to change and risk. rarely seek opinions
outside of their own limited social set. In many cases laggards are older
people who are less familiar with technology than younger generations and in
these cases they may still have a mid-level of socio-economic status.
Customer Adoption
Patterns
Early majority
Late majority
Laggards
Veronika Fazekas
Based on the consumer type and on the adoption
pattern related to the market, the product types,
the different varieties, a full Buyer Persona matrix
can be established and the different marketing
strategies designed.
Depending on the variety of assortment, a brand
might have to design different strategies targeting
the different consumer types
Veronika Fazekas

More Related Content

Similar to Consumer behaviour and adoption patterns.pdf

Consumers markets (buyer decision processes) - chapter 3
Consumers markets (buyer decision processes) - chapter 3Consumers markets (buyer decision processes) - chapter 3
Consumers markets (buyer decision processes) - chapter 3
Izzuddin Norrahman
 
Consumer behavior all material Prepared by karventhan
Consumer behavior all material Prepared by karventhan Consumer behavior all material Prepared by karventhan
Consumer behavior all material Prepared by karventhan
karventhanps
 
Opinion Leaders
Opinion Leaders Opinion Leaders
Opinion Leaders
Devanshu Gupta
 
Week 4
Week 4Week 4
Week 4
Rachel Coles
 
Consumer Behavior Guide
Consumer Behavior GuideConsumer Behavior Guide
Consumer Behavior Guide
Lyle Brian Biadnes
 
Unit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptxUnit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptx
RitishnaSarma
 
An PPT on Consumer Behaviour and Market Segmentation
An PPT on Consumer Behaviour and Market SegmentationAn PPT on Consumer Behaviour and Market Segmentation
An PPT on Consumer Behaviour and Market Segmentation
MOHD AMAAN HASAN
 
PRODUCT LIFE CYCLE IN MARKETING
PRODUCT LIFE CYCLE IN MARKETINGPRODUCT LIFE CYCLE IN MARKETING
PRODUCT LIFE CYCLE IN MARKETING
MUMTAZUL ILYANI AZHAR
 
Product adoption and diffusion
Product adoption and diffusionProduct adoption and diffusion
Product adoption and diffusion
Sujan Oli
 
MARKETING-CH4
MARKETING-CH4MARKETING-CH4
MARKETING-CH4
kkjjkevin03
 
20220307044228CONSUMER BEHAVIOR.pdf
20220307044228CONSUMER BEHAVIOR.pdf20220307044228CONSUMER BEHAVIOR.pdf
20220307044228CONSUMER BEHAVIOR.pdf
harshitgarg753226
 
Consumer Buying behavior
Consumer Buying behaviorConsumer Buying behavior
Consumer Buying behavior
Irfan Jutt
 
Introduction to consumer buying behaviour
Introduction to consumer buying behaviourIntroduction to consumer buying behaviour
Introduction to consumer buying behaviour
jatinderbatish
 
Consumer buying behaviour
Consumer buying behaviourConsumer buying behaviour
Consumer buying behaviour
sanjeevkumar2540
 
Group Project-VALS
Group Project-VALSGroup Project-VALS
Group Project-VALS
kxtan2
 
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOURCONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Sundar B N
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
Dr.Aravind TS
 
Introduction to consumer behaviour
Introduction to consumer behaviourIntroduction to consumer behaviour
Introduction to consumer behaviour
prachimba
 
Diffusion Of Innovation
Diffusion Of InnovationDiffusion Of Innovation
Diffusion Of Innovation
Aditya008
 
Role of Opinion leaders in consumer behaviour
Role of Opinion leaders in consumer behaviour Role of Opinion leaders in consumer behaviour
Role of Opinion leaders in consumer behaviour
Vijyata Singh
 

Similar to Consumer behaviour and adoption patterns.pdf (20)

Consumers markets (buyer decision processes) - chapter 3
Consumers markets (buyer decision processes) - chapter 3Consumers markets (buyer decision processes) - chapter 3
Consumers markets (buyer decision processes) - chapter 3
 
Consumer behavior all material Prepared by karventhan
Consumer behavior all material Prepared by karventhan Consumer behavior all material Prepared by karventhan
Consumer behavior all material Prepared by karventhan
 
Opinion Leaders
Opinion Leaders Opinion Leaders
Opinion Leaders
 
Week 4
Week 4Week 4
Week 4
 
Consumer Behavior Guide
Consumer Behavior GuideConsumer Behavior Guide
Consumer Behavior Guide
 
Unit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptxUnit 2 Consumer Behaviour.pptx
Unit 2 Consumer Behaviour.pptx
 
An PPT on Consumer Behaviour and Market Segmentation
An PPT on Consumer Behaviour and Market SegmentationAn PPT on Consumer Behaviour and Market Segmentation
An PPT on Consumer Behaviour and Market Segmentation
 
PRODUCT LIFE CYCLE IN MARKETING
PRODUCT LIFE CYCLE IN MARKETINGPRODUCT LIFE CYCLE IN MARKETING
PRODUCT LIFE CYCLE IN MARKETING
 
Product adoption and diffusion
Product adoption and diffusionProduct adoption and diffusion
Product adoption and diffusion
 
MARKETING-CH4
MARKETING-CH4MARKETING-CH4
MARKETING-CH4
 
20220307044228CONSUMER BEHAVIOR.pdf
20220307044228CONSUMER BEHAVIOR.pdf20220307044228CONSUMER BEHAVIOR.pdf
20220307044228CONSUMER BEHAVIOR.pdf
 
Consumer Buying behavior
Consumer Buying behaviorConsumer Buying behavior
Consumer Buying behavior
 
Introduction to consumer buying behaviour
Introduction to consumer buying behaviourIntroduction to consumer buying behaviour
Introduction to consumer buying behaviour
 
Consumer buying behaviour
Consumer buying behaviourConsumer buying behaviour
Consumer buying behaviour
 
Group Project-VALS
Group Project-VALSGroup Project-VALS
Group Project-VALS
 
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOURCONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
 
Introduction to consumer behaviour
Introduction to consumer behaviourIntroduction to consumer behaviour
Introduction to consumer behaviour
 
Diffusion Of Innovation
Diffusion Of InnovationDiffusion Of Innovation
Diffusion Of Innovation
 
Role of Opinion leaders in consumer behaviour
Role of Opinion leaders in consumer behaviour Role of Opinion leaders in consumer behaviour
Role of Opinion leaders in consumer behaviour
 

Recently uploaded

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
janudm24
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Amsive
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Demandbase
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentHow American Bath Group Leveraged Kontent
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lauren Polinsky
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
dmgokila
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
akashrawdot
 
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital ProductsEtsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
kcblog21
 
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaAI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 

Recently uploaded (20)

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
 
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
 
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentHow American Bath Group Leveraged Kontent
How American Bath Group Leveraged Kontent
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
 
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital ProductsEtsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaAI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
 
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
 

Consumer behaviour and adoption patterns.pdf

  • 2. Why it's important We all know about the importance of defining an accurate targeting in our marketing and business strategy, however there is way more than just the demographic characteristics and general behaviour patterns when it comes to define our Buyer Persona and to understand that depending on the operating sector and the wideness of the product range offered, different factors, hence marketing strategies have to be applied. Consumer behaviour incorporates ideas from several sciences including psychology, biology, chemistry, and economics with the aim to understand the buying decision and this way being able to influence it Understanding consumer behaviour also helps marketers decide how to present their products in a way that generates a maximum impact on consumers. It’s crucial in reaching and engaging clients, converting them to purchase. Veronika Fazekas
  • 3. Types of consumer behavior 1. Complex buying behavior This type of behavior is common when buying an expensive, infrequently bought product. They are highly involved in the purchase process and consumers’ research before committing to a high-value investment. - not frequent in TT 2. Dissonance-reducing buying behavior The consumer is highly involved in the purchase process but has difficulties determining the differences between brands. ‘Dissonance’ can occur when the consumer worries that they will regret their choice. This usually happens in the case of high involvement purchases where there are few differences between brands. In this case the consumer does not have enough information based on which to make a decision. It is very important for the marketer to differentiate here even if it is on the basis of positioning, brand image, trust or pricing. Veronika Fazekas
  • 4. Types of consumer behavior 3. Habitual buying behavior Habitual purchases are characterized by the fact that the consumer has very little involvement in the product or brand category. It means exhibiting a habitual pattern, not strong brand loyalty. 4. Variety seeking behavior In this situation, a consumer purchases a different product not because they weren’t satisfied with the previous one, but because they seek variety. Veronika Fazekas
  • 5. Consumer types Loyal Customers Impulse Shoppers Bargain Hunters Wandering Consumers Need-Based Customers There are 5 types of consumers and they all require slightly different attraction and retention techniques. Veronika Fazekas
  • 6. Consumer types Loyal customers make up the bedrock, those who have made a commitment to a product or service. They generate the majority of the income. More likely to recommend brands to others. It's essential to keep this customer base involved, engaged .Adding reward programs and interactive social media to keep them. Impulse shoppers are those simply browsing products and services with no specific purchasing goal in place. This consumer segment generates significant revenue for most retailers. This type of consumer is usually receptive to upselling and has the potential to become a loyal customer if products and services meet or exceed their expectations and desires. Loyal customers Impulse shoppers Veronika Fazekas
  • 7. Bargain hunters are seeking the best deal and most likely won't be swayed by upselling techniques This type of customer has very little potential to become a loyal customer. This customer also rarely, if ever, makes purchases on impulse. Advertising sales is the best way to appeal to those in this customer group. Wandering customers are somewhat related to impulse shoppers, but they're much less likely to make purchases. They are driven by the need for a specific product or service. They make purchases decisively and quickly once they find what they're seeking. They're frequently converted into loyal customers and often have practical questions or concerns that can be addressed with a proactive social media presence. Consumer types Bargain hunters Wandering customers Need-Based Customers Veronika Fazekas
  • 8. Customer Adoption Patterns Innovators Early Adopters Early Majority Late Majority Laggards Customer adoption patterns are important to understand in order to understand how to market new products. This classification of consumers relates to their willingness to take risks and to switch purchase behaviors relative to particular product categories. These categories are relevant to particular products, not necessarily the consumer themselves – but obviously some people are more risk takers whereas others are more conservative, so there would be some correlation of behaviors across related product categories. For example, a consumer may be an innovator or early adopter of technology products, but perhaps be in the late majority for household furniture. Veronika Fazekas
  • 9. Innovators are the first customers to try a new product. They are, by nature, risk takers and are excited by the possibilities of new ideas and new ways of doing things. Early adopters are the second phase of product purchasers .These tend to be the most influential people within any market space . They may be very active in social media and often create reviews and other materials around new products that they strongly like or dislike. Early adopters will normally have a reasonably high social status , reasonable access to finances, high levels of education and a reasonable approach to risk.They will try to obtain more information than an innovator in this decision making process Customer Adoption Patterns Innovators Early adopters Veronika Fazekas
  • 10. As a product begins to have mass market appeal, the next class of adopter to arrive is the early majority. This class of adopter is reasonably risk averse and wants to be sure that their resources are spent wisely on products. They are however, generally, people with better than average social status. The late majority is rather more skeptical about product adoption . They tend to put their resources towards tried and tested solutions only The late majority rarely offer any form of thought leadership in a field. Laggards are last to arrive at the adoption party and their arrival is typically a sign that a product is entering decline. Laggards value traditional methods of doing things and highly averse to change and risk. rarely seek opinions outside of their own limited social set. In many cases laggards are older people who are less familiar with technology than younger generations and in these cases they may still have a mid-level of socio-economic status. Customer Adoption Patterns Early majority Late majority Laggards Veronika Fazekas
  • 11. Based on the consumer type and on the adoption pattern related to the market, the product types, the different varieties, a full Buyer Persona matrix can be established and the different marketing strategies designed. Depending on the variety of assortment, a brand might have to design different strategies targeting the different consumer types Veronika Fazekas