Consumption in the modern era represents a lot for the big corporations because, even when some think that they follow no pattern when they spend, each one of us make purchases according to certain variables that depend on very specific factors.
It may seem obvious (a man won’t evidently consume the same as a woman) but in reality, it’s something a lot deeper than it seems, as there are many reasons to our purchasing decisions.
And even if everyone has their own behavior, there are some general variables that we can, with all certainty, expose as safe when it comes to buying.
The cultural environment
This factor is crucial, as our culture is sure to determine the way we value the quality of the products which, based on our beliefs, habits or knowledge, we’ll analyze before making a purchase.
Social class
Your income, your education, the place you inhabit and your quality of life determine your position within society. This determines your values and behavior while consuming, and even if you don’t necessarily buy cheap because of your economic class, consumption habits definitely change from one to another.
Social groups
That bunch of friends with which you meet to do things like playing video games, watching movies or playing a sport is a group where people mutually influence each other. There you find values and behaviors that identify consumers with their social group and that directly influences in their way of consuming. Thus, having runners looking for products related to that activity or geeks buying the latest video game.
Family
Maybe the most determinant nucleus, as it’s the group in which you’ve lived since young. Every family is a different series of values and consumption habits. This is why your first needs as a consumer will be determined by the type of family you have.
Personality
This is where there probably are more inner factors. They say every head is a world as, for example, a consumer who’s not sure of what to buy behaves different than one who knows exactly what he’s looking for. The personality is the basis for behavior.
Motivation
This is what makes a consumer purchase something. Sometimes it’s a need, others a desire, but it’s always what makes us pay for a product. It may be a physical motivation, self-realization, comfort or showing off, but it determines different behaviors.
Experience
Based on previous purchases, a consumer can define his behavior for the next, as his personal experience determines factors such as brand or store loyalty.
Taking all this into account, it’s possible to assure that your way of thinking and behaving make a direct influence in the way you consume. However, when these factors mix with the different personalities is when brands hear the bell, as they now have the perfect formula for success.
We have to remember that a customer is a victim of their own personality, as this determines the changes in their consumption habits both for better or worst. Now you understand why products come in so many flavors? Exactly, each one is tailored for a certain personality, like:
The assertive one
People who go from objective to objective, competitive individuals who look to get their desired results by themselves, no matter what it takes.
They have a very practical personality that loses no time, take really fast decisions and always know what they want the moment they want it. They have a very high self-esteem, so they don’t accept products that signal their weaknesses.
They consume products that offer a professional and sober image, products that offer solutions to their needs, but they’re real and demonstrable needs. They like it when brands selling their products go straight to the point.
The friendly one
Creative individuals who are always on the lookout for new stuff and experiences. They trust what they consume, but in return want honesty and quality.
However, they don’t take speedy decisions, so they usually need the opinion of another to convince themselves when the time to pay comes.
Products that strike a fancy with this crowd are those that create a relationship with them, so they look to be comfortable and not only forced to buy. With them one has to be very careful, you should not only provide information but guide them in the purchasing process.
The expressive one
People who are looking to belong in a group or be part of history. It’s not rare to listen to them speaking about themselves as an example of what they consume. A typical phrase would be ‘’this has worked well for me’’.
They want to have everyone around satisfied, look to make stable relationships and connections with their surroundings, so they guide themselves by intuition.
They are individuals who guide themselves by the experiences of others, and even enjoy it when the one next to them fails to bond with a product. Brands tend not to trust these consumers, as they can be unpredictable.
They’re people who need to make close and personal relationships with who they’re buying from.
The analytic one
Pragmatic, square and close-minded. These people are not interested in banalities, just logic.
We all know someone who, before buying something, researches every aspect of the product, looks for data, watches unboxing videos and any other kind of information that can help them make an informed decision.
They don’t take rash decisions, as they like to analyze each point for or against. Even when they’ve already purchased something, they’ll read the manual in its entirety before using it so they have the complete info.
If you’re one of those who needs to have the complete picture about a new product, or if you’re mad that a brand won’t keep their promises, you’re definitely an analytic consumer.
Give clients what they want
These days it ain’t clear if they client demands something from the brand or if the brand imposes their conditions on the client. It’s evident that brands keep taking their customer’s personality into account, even if many times they do it to guarantee their sales and not their satisfaction.
This seems to be a win-win scenario, as a brand may launch, for example, different flavors of a same product knowing there will be specific customers for each of them. This way, the brand makes sure they will have stable earnings and each client leaves satisfied.
The next time you make a purchase, be sure to know it’s no coincidence, because all the factors we just exposed already went through your mind if even for a millisecond.
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