Consumers are not a shapeless and equal mass. There are more and more differences between them, marked by how they access information and how they include technological devices in their shopping habits, and brands have to make more and more efforts to understand what each group wants and how they should offer it. .Distinguishing each type of consumer is a crucial need for brands. A study by the BAVLab of Y&R has analyzed the generalized mass of consumers to establish patterns and differences and create a typology of consumers. Their research shows that there are six different types of buyers, although, as one of those responsible for the study explains to AdWeek , within each of the consumers there may be one type of dominant buyer and certain traces of the other, as in people there are list of canadian mobile phone companies and recessive genes.The sale hunterThese buyers are usually women (and in a quite remarkable way: the buyers are 62.8% in this profile) and they are quite marked by budgets and family needs. The robot portrait of this buyer is one who has a strict budget and has to adjust to it no matter what. These types of buyers put family needs above their own interests. According to the study data, 21.5% of buyers identify as a sale hunter.
To reach them, it is quite clear what to do: brands must watch prices and must play with offers and especially with bargains to seduce and convince them.The knowledge seekerThis profile is one very marked by what the internet allows us to do today: they are consumers who know everything. Before making a purchase, whatever it is, they do their homework. They consume votes and opinions and analyze everything that others have to say before making a purchase decision, whatever the type of decision it is and they have to make it where they have to.According to the data of the study, they are 20.96% of the buyers and they are not, in addition, simply young, as one tends to think. In fact, the study makes it clear that this type of profile is found in all demographic groups and that, surprisingly, it is consumers between 45-59 years of age who present the most prevalence of this profile.The practical playerhis is one of the most demographically diverse profiles – there are across all demographics and across all income Betting Email List . Like sale hunters, they also prefer to stick to a strict budget. To this is added that they always look for comfort and what suits them. They are buyers who do not fool around. For this reason, they buy basic products and services and they want to do it quickly and easily in stores that put it on easily. Brands therefore have no choice but to make things easy if they want to reach this market niche, which is 16.88% of buyers, according to the study.The one that is reinsured in storeThey are 16.11% of buyers and are mostly older than 60 years or (surprising) millennials. It is in these demographic groups that this profile is most prominently found. Half of these consumers are also women.What makes them different? They are the type of consumer who needs to reaffirm at all times that they are buying the right thing, which is why they prefer to make their purchases in physical stores and touch the product, see that it is how they really expected and analyze it carefully. For this reason, brands have to give them the tools at all times to test the product and really see what its characteristics are. You always have to give it security.The Brand FanaticCompared to previous profiles, who were looking for offers, security or staying within this budget, this consumer is more concerned about the brand (and what it reflects on him) than about the rest. Therefore, choose the products based on the brand and their quality. Quality actually wins out over price. The products are for them a brand of status and therefore they always want to buy the latest and that of the brand that is on the crest of the wave. These consumers are mostly men and, despite what the description may indicate, not always the richest on the market. According to the study data, it is quite easy to find this profile among those with low incomes.They are 15.71% of all consumers.The mobile warriorThey are not yet many and it is the smallest group of consumers (they are only 8.84% of the total), but they show a lot what the consumer of the future will be like. They are mainly young people (68% of this group of consumers are under 30 years old) and women and, most importantly, they go everywhere with their smartphone. Smartphones are a very important part of their shopping habits and they use them to search for information, find alternatives to the products they are looking at and, above all, access coupons.IMF Business School · Masters in Marketing and DigitalCommunication
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Marketing Tags Consumers Types of brands