1-2 Blog: Consumer Who? Consumer You!

What type of consumer are you?

An individual consumer is defined as someone that purchases goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others (Kardes, 2015). I am this type of consumer because I often do the shopping for my family and me. I’m also the type of person who likes to research products, especially before I buy something expensive like a designer purse. Doing so allows me to make an informed decision, which saves time and money. I’m also the kind of consumer that prefers to use credit, whether I’m paying for a $2 pack of Orbit gum or buying a $400 Apple watch. And now that I think about it, I honestly can’t remember the last time I used cash to pay for anything.

What influences your buying decisions, and how?

Various elements influence my buying decisions; however, I would say that price is the most significant factor. I try to keep an eye on the ads that I receive via email and shop when items are on sale. For example, I wanted a new black sweater from Express but wasn’t willing to pay $80, so I opted to wait for a bargain. Over the weekend, this fashion retailer had their 40% off Labor Day sale, so I took advantage of that and bought several sweaters for the price that I would have typically paid for one. Second to cost is convenience. I often don’t have time to shop at brick-and-mortar stores, so if a company doesn’t offer a product online, there’s a good chance that I won’t buy it.

Which stage actually leads to your purchasing decisions?

Information helps me make purchasing decisions. I use Google and Amazon as my “go to” when conducting almost any type of research. And by going online, I’m able to compare prices and quality. This step is critical, but the stage that actually leads to most of my purchasing decisions is the evaluation of alternatives because at this point I’m able to determine if a product or service will satisfy my needs. Essentially, if I like it, I will buy it. If not, I simply turn away from it and keep looking.

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

When I decide to make a purchase, I sometimes lean towards products that I feel are more supported by marketing research. I do so because it’s likely that the marketers have explored their target audience. In turn, they know what consumers are buying, how they buy it, when and where they buy it, and perhaps more importantly, why they buy it. Therefore, it’s likely that the product I’m going to buy will meet and exceed my expectations. Marketing design, on the other hand, greatly influences my buying decision. I’m a visual person, so I’m drawn to products that have signs that are appealing and informational. Also, I’m more likely to buy them if they have creative graphics that clearly define their features.

Do you experience any post-purchase behavior?

Unfortunately, I experienced buyer’s remorse after I bought my last car in 2016. It was a new Mazda CX5. I done my research and then went to the dealer to test drive it. I loved the car, so I haggled over the price with the salesman for over an hour. Everything went in my favor, so I bought it. And it was great for the first year until it left me stranded one morning on my way to work. I took it back to the dealer, and they said it was the battery, which they replaced. But the technicians were wrong, and it left me stranded three more times after that. I eventually had to trade it in and take a huge loss on it. I still regret buying that lemon. 2018-09-05 16_04_07-lemon - Google Search


Kardes, F. (2015). Consumer Behavior, 2nd Edition. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/books/9781305161689/pageid/31


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