What kind of buyers are your customers?
Knowing your customer and their buying habits is incredibly important when it comes to knowing how to market to them.
How I perceive this, categorises these buyers into 4 types.
Introducing "The 4 Buyer Types - The Consciousness of Buying" framework.
𝐓𝐡𝐞 𝐔𝐧𝐜𝐨𝐧𝐬𝐜𝐢𝐨𝐮𝐬 𝐁𝐮𝐲𝐞𝐫
Operates mostly on autopilot, making purchases based on habit or external cues without much thought. Indifferent to their buying patterns, they're drawn to convenience and what's familiar, often influenced by targeted ads that align with their routines. Characteristically spontaneous, they seek immediate gratification and show low brand loyalty, lacking strong preferences for specific products or brands.
Example: McDonald's - Buyers might not actively decide they want fast food; instead, they're swayed by convenience, brand familiarity, and habitual decision-making.
𝐓𝐡𝐞 𝐒𝐮𝐛𝐜𝐨𝐧𝐬𝐜𝐢𝐨𝐮𝐬 𝐁𝐮𝐲𝐞𝐫
Are semi-aware of their needs but are guided more by emotions and subconscious cues than active searching. They experience satisfaction when products unexpectedly meet their unarticulated desires, drawn to brands that create emotional connections through storytelling and social proof. Influenced by their emotions and social identity, they respond to marketing that resonates with their underlying values.
Example: Chanel - Buyers are influenced by deeper emotional and sensory cues. A perfume brand like Chanel leverages sophisticated advertising that associates its products with luxury, allure, and a desirable lifestyle, tapping into the buyer's desires and aspirations on a subconscious level.
𝐓𝐡𝐞 𝐂𝐨𝐧𝐬𝐜𝐢𝐨𝐮𝐬 𝐁𝐮𝐲𝐞𝐫
Actively research and deliberate before making purchases, seeking to fulfil specific needs with a sense of empowerment and responsibility. They value transparency and detailed information, engaging with brands that offer educational content and meaningful interactions. Highly informed and values-driven, these buyers show loyalty to brands that reflect their ethical standards and provide a sense of personal fulfilment.
Example: Tesla - A buyer choosing a Tesla is likely motivated by a combination of environmental concerns, interest in cutting-edge technology, and the desire for energy efficiency.
𝐓𝐡𝐞 𝐇𝐲𝐩𝐞𝐫-𝐜𝐨𝐧𝐬𝐜𝐢𝐨𝐮𝐬 𝐁𝐮𝐲𝐞𝐫
Deeply intentional, making purchasing decisions based on their potential societal and environmental impacts. They take pride in their choices, driven by a desire to contribute positively and expect high ethical standards from brands, including transparency and sustainability efforts. Their loyalty lies with brands that align with their values, often willing to invest more in products that promise ethical integrity and long-term benefits.
Example: Patagonia - Buyers are highly intentional about their purchases, seeking to minimise negative impacts on the environment and society.
#buyertypes #consciouscustomers #customerbuyingjourney
