Consumer Behavior: The Four Types Of Consumers
Consumer behaviour is the behaviour of consumers that buys goods and services for their personal use and these consumers combined make up the consumer market. Consumers make decisions on what they should buy everyday and most large firms try to understand the what, where, how and how much, when and why they buy the goods and services (Kotler and Armstrong, 2014). According to Nantel (n.d), the importance of understanding consumer behaviour lies in the very principle of what marketing is, which is the basic function of meeting the need of the consumer. To produce a product or service that fulfils the need that is specific need or to offer to a specific segmentation of the population, marketers need to better understand the needs of the consumers. …show more content…
This is when the consumer is concerned on what they are purchasing and see the differences between the various brands that are available (Kotler and Armstrong, 2014). This is because, this type of consumer is very much invested in her health. By choosing the one that is more beneficial to her health will be her driving motivation on buying a mineral water instead of other types of bottle water. This type of consumer will go through a learning process before finally making a purchase by looking at the labels and the information that is provided on the label. Marketers can use the people that are working in the stores or use word of mouth to influence the consumer’s choice. This means that the consumer buying behaviour in these situations are characterized as having a high involvement in their buying decision. An example of another product that would go through this buying behaviour would be a product from an organic range. Consumers would have to inspect the labels to determine if it is beneficial for them and how will the product benefit their body. There are a few organic or green products that does not have a significant difference between the brands, so the consumer would have to be highly involved in the decision on whether to buy or reject the
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