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Consumer behaviour and adoption patterns.pdf

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Consumer behaviour and adoption patterns.pdf

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The importance of proper targeting is a well known fact, however the deep understanding of the different consumer types and adoption patterns is crucial when it comes to designing the marketing strategy of a brand. Here I summarised the main factors to consider.

The importance of proper targeting is a well known fact, however the deep understanding of the different consumer types and adoption patterns is crucial when it comes to designing the marketing strategy of a brand. Here I summarised the main factors to consider.

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Consumer behaviour and adoption patterns.pdf

  1. 1. Consumer behaviour And it's usage Veronika Fazekas
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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