1-2 Blog: Consumer Who? Consumer You!

by Tahor Graves
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What type of consumer are you?

I would consider myself to be an educated or individual consumer. When I purchase products, I tend to purchase what I want and do thorough research to ensure that the product I am purchasing is the best on the market. I’m not specifically loyal to brands, so I’m not a loyal consumer; I purchase products that give me the best bang for my buck respective to my research. I have a Google Pixel 4XL, for example. I don’t purchase products like the Apple iPhone because I’m a loyal customer. I’ve had iPhone in the past, but through research I’ve concluded that it’s no longer a superior product to other smartphones on the market for my needs.

What influences your buying decisions, and how?

The type of consumer I am can directly relate to the influences I have on my buying decisions. Since I’m an individual and educated consumer, I typically don’t fall for gimmicks or make impulse buying decisions. For example, the other day I was on the market for a massage machine. As I’m searching for “massage machine” on Google, I start to get flooded with Ads for massage machines. Some of the companies have great marketing and price, but after doing research you realize the quality of the product is non-existent.

When doing research to purchase a product, sites like cnet.com are great resources for comparing products. YouTube has also become a platform for reliable reviews on products. There are communities dedicated to providing consumers insight on what it’s like owning a product and comparing it to other options on the market.

Which stage actually leads to your purchasing decisions?

The stage that leads to my purchasing decisions is the search for information. As I previously stated, once I do my research I will purchase the best product. If I find that Sony makes the best massage machine for the price, I will go with Sony. Searching for information on the internet is the stage where I will make a purchasing decisions. Sometimes the marketing of a product can make it seem better than another, but I’ve learned to look past this.

When making a buying decision, how are you influenced by marketing research and marketing design?

I won’t lie that sometimes companies market their product so well, it becomes tempting to purchase the product. Many times, marketing will influence my decision to purchase a product that is more expensive. For example, I was recently on the market for a new monitor for my computer. I wanted one that was affordable (good ones range from $600+), had a high refresh rate, and used a panel with good contrast and colors. I found a great monitor for $250 through my research, though I found another for $400 that was very impressive. The marketing behind the monitor made it especially tempting to spend an extra $150+ to purchase. It not only had everything I was looking for, but the website marketed the monitor so well. It showed all its features on a nice immersive layout and had a few other features that made it look beautiful. I was greatly influenced by the company’s website to spend an extra $150 and purchase their monitor.

In an article by Mendenhall, they conducted a study that found “the design of a company’s website can increase the desire to impulse buy … swift navigation and user-friendly websites encouraged more impulse purchases than websites that were more complicated to use.” Create a marketing funnel with eye-catching ads makes it easier to purchase items online than ever before. People can make a quick impulse buy in a few clicks.

Do you experience any post-purchase behavior?

Every so often I will experience post-purchase behaviors. I recently purchased another line on my T-Mobile plan for business. They had a promotion going on where if you opened a new line, you get a new iPhone for $250. I opened a new line ($20 /month) and got a new phone. I wanted to separate my business line from personal. After I opened the line and got the new phone, I felt post-purchase behavior. This was my first time making an impulse buy in a long time. I honestly don’t need another separate phone for work, and now I carry two along with me wherever I go. It’s not the end of the world, but this was definitely an event where I felt I overdid myself.

References:

Mendenhall, C. (2021). The Phenomenon of Impulse Buying //. Artifacts Journal // University of Missouri. https://artifactsjournal.missouri.edu/2015/01/the-phenomenon-of-impulse-buying/

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