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Consumer Styles: Research Review

From The Darrin Coe Ezine

According to research done by Elizabeth Sproles
and George Sproles (1990) in the Journal of Consumer Affairs,
there is a significant link between peoples learning styles
and their “consumer styles”.

1. The perfectionist consumer style, which describes
a consumer that searches carefully and systematically for the
best quality in products tend to learn through serious,
analysis and through both active and observation oriented
learning. These types of consumers are highly goal oriented.

2. The brand conscious, price equals quality consumer
tends to be oriented toward buying the more expensive, well

known brands tend to find choosing known brands an
expedient strategy that replaces thinking and learning in
their consumer choices.

3. The novelty and fashion conscious consumer
seems to line new and innovative products and gains
excitement from seeking out new things. This consumer
tends to not be concerned with the implications or
consequences of purchasing new or innovative products
and services.

4. The recreational shopping consumer finds
shopping a pleasant activity and engages in it because i
t’s fun. This consumer engages in shopping as a social
experience or because they like to be involved in their shopping.

5. The price value consumer tends to focus
on sales and lower prices balanced against quality. This
consumer tends to focus on active, fact acquisition. This
consumer tends to shop the market in-depth and do
many comparisons to find the proper balance of low price
and quality.

6. The impulsive consumer buys at the spur of
the moment and are unconcerned with how much is spent.
This consumer does not want to be bothered with new
information or learning about products or services..

7. The confused-by-overchoice consumer perceives
too many brands and stores and experiences information
overload in the market. This person is overly detailed and
fact oriented in their consumer process and becomes mentally
overloaded, especially in a complex multichoice market.

8. The habitual, brand loyal consumer repetitively
chooses the same brands and stores. This consumer engages
in a serious learning process to find products and services
that provide them with positive experiences and then stick with them.

Research Implications

Know


thy consumer. This research indicates how
important it is to develop a psychological profile of your
ideal consumer. You need to know what consumer frequents
your market and from this you can begin to develop, first
intuitively, then through ongoing research, a profile of your
target customer’s consumer style.

For instance if you sell your product or service over
the internet you can be pretty sure that you are marketing
to people who operate out of a limited number of consumer
styles such as the perfectionistic; the novelty/fashion; and

the price conscious consumers. These are all information
oriented consumers who engage in seeking information before
they purchase.

If you are marketing to other businesses then you’re
once again probably going to need to market with an
orientation to providing sound information coupled with
powerful and relevant benefits because you’ll be dealing
with perfectionist and price conscious consumers.

Also, realize that with this information you can work
to turn people from one style to another. For instance you
may be able to convert a price conscious consumer to one
who is brand loyal by providing consistent quality for a lower
price. You may be able to convert the confused-by-overchoice
consumer into a brand loyal consumer by providing simple,
straight forward information combined with quality that cuts
through the information overload.

Conclusions

Study your target market and actively work to
know how they think and this will open up new marketing
creatives that will better target their particular consumer
style. This should prove to increase your bottom line if
done thoughtfully and consistently.

Sproles, Elizabeth & Sproles, George (1990). Consumer
Decision-Making Styles as a Function of Individual
Learning Styles. The Journal of Consumer Affairs. Vol. 24. Issue 1.

***********************************

Darrin F. Coe, MA holds a master’s degree in
professional psychology and specializes in consumer
thinking. His latest report, “The Internet Consumer
Exposed” is packed with eye-opening insights about
the psychology of the internet consumer at
http://consumer-thinking.com/exposed1.

***********************************

About the Author

Darrin F. Coe, MA holds a master's degree in psychology and operates "Consumer Thinking.com

 

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  • how to create your ezine ad campaign part 1 evaluating ezines

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  • how to profit when your product isnt selling

  • how to promote your business a 10 step guide for beginners

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  • how to promote your web site by writing articles

  • how to properly use ezine advertising conclusion

  • how to properly use ezine advertising part one

  • how to properly use ezine advertising part three

  • how to properly use ezine advertising part two

  • how to publish your own highly demand ezine

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  • how to use your google api key as your secret weapon part two

  • how to write and craft your online classified ads

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  • how well do you know your prospects take this 10 point quiz to find out

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  • hunting for niches

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  • if your sales need a shot of adrenaline maybe your easy street needs a bump

  • if you want to submit your urls to ffa pages

  • importance of marketing offline

  • improve email deliverability 15 tips for successful email marketing

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  • increase your book sales when a book for sale is no longer a book for sale

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  • index

  • industry pro interview insider secrets to building your pr campaign

  • industry pro interview marketing beyond the basics

  • inner directed marketing a new way to prosper in tough times

  • insights to advertising

  • insurance and financial services sales tactics

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  • internet 101 hitch your wagon to a star for internet success

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  • internet business doomed by grand theft

  • internet marketing avoid blind sheep mentality

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  • internet marketing in the future

  • internet marketing is confusing isnt it

  • internet marketing i dont know everything neither do you

  • internet marketing or whats that you say

  • internet marketing requires lots of patience

  • internet marketing strategy the advertising co op

  • internet marketing success requires a business plan part ii

  • internet marketing success the easy way

  • internet promotion ezines

  • internet promotion off line site promotion

  • internet success is it only a dream

  • interviews one of the easiest products to create

  • interviews with successful ezine publishers david geer

  • interviews with successful ezine publishers eva browne paterson

  • interviews with successful ezine publishers james mcewen

  • interviews with successful ezine publishers jan tallent dandridge

  • interviews with successful ezine publishers jan wallen

  • interviews with successful ezine publishers pamela geiss

  • interviews with successful ezine publishers paul becker

  • interviews with successful ezine publishers renee kennedy

  • interviews with successful ezine publishers thomas olin

  • interviews with well known ezine writers 3 shelley lowery

  • interview with an ezine marketing pro alexandria k brown

  • interview with ezine publisher terry telford

  • interview with michael murray autoresponder basics

  • introduce to pluginnetproefit com marketing strategies that empower success course

  • introduction to autoresponders

  • is a home business right for you

  • is ezine advertising still worth

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  • its up to you

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  • ive got an article to submit now what do i do with it 6 tips

  • i dont want to publish my own ezine thats my final answer

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  • i want to do an ezine part 1 what is an ezine

  • i want to do an ezine part 2 how do i start

  • i want to do an ezine part 3 what is content

  • i want to do an ezine part 4 how do i promote

  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

  • joint venture 101 the quickest way to build your ebusiness

  • joint venture 101 the quickest way to build your ebusiness part 1

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  • just give them what they want

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  • know these five audiences to write a top selling book

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  • mail orders success guide

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  • mama i aint spending another dime

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  • marketing a professional practice free by writing

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  • marketing basics gather it all up

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  • mind set that helps you get new clients

  • mini persuaders six steps to successful classified ads

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  • most commonly asked questions about ezine publishing

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  • my cybernet life story the life and trials of an internet junkie

  • my dumbest marketing blunder and how you can avoid it

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  • networked markets are democratic structured markets are republican

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  • newbies guide to writing and submitting ezine articles

  • newsletters a great way to build business relationships

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  • nine power words to punch up your ads

  • not all vinyl banners are created equal

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  • novice increases web traffic building a substanial business

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  • offline advertising tips

  • offline marketing part 1 drawings

  • offline promotion 45 places your url should be seen or heard

  • offline promotion matters too

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  • ok people lets get real

  • old and new contents for your ezines newsletter

  • one american city defies the rule

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  • online promotion beats traditional seven one part 2

  • on your honor 3 steps to building the e trust factor

  • open the door to more business with your ideas

  • opt in email and ezine advertising still more effective than rss blogs and ppc

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  • part 1 easy steps to creating your very own ezine

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  • payment processing basics

  • pay per click fraud exposed

  • pay per click search engines get the most bang for your buck

  • personalizing your emails an amazing technique that doubles your click throughs and profits

  • personal profile of the week bob osgoodby

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  • pitching tips to land major media placements

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  • politicians are like car sales people

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  • postcards with an edge 7 ways to use postcards in your marketing campaign

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