Defining my consumer style
The term “consumer” refers to someone purchasing goods or services primarily for personal, family, or household needs through a transaction (Cornell University, 2022). As someone who shops for myself and others to satisfy a want or need, I would be described as an Individual Consumer (Kardes, 2020). When I am faced with the opportunity to make a purchase, there is often an internal struggle in determining whether or not to continue with the expense. Because of this hesitation, I often opt out of items that are not absolute necessities, like food and shelter. I consider myself a Loyal Consumer because I often purchase the same items repeatedly, even when pricing increases (Kardes, 2020). I find it easier to stick with something I am comfortable with than to try new things.
Making Buying Decisions
My indecision makes it difficult to make quick, spur-of-the-moment decisions when it comes to making purchases. I often lean on discussing the pros and cons of the item in question. This is a part of the mental or cognitive response associated with a consumer’s thought process (Kardes, 2020). Most of the time, my decisions are influenced by product reviews, retention of value or use, and practicality. I don’t often splurge on items simply because they look nice or provide an emotional need. Cost is the primary factor when making purchasing decisions, but that is not to say that quality doesn’t play a vital role. I will research a product and its competition to determine which is of the best value. This tactic often leads to me waiting for a sale to make a large purchase. However, I spend more money on certain brands for everyday items, such as food, because of their quality. My overall buying decisions are guided by weighing the pros and cons of a product, its price point, and the value associated with its particular benefits. I typically make my decision during the information-gathering and evaluation stages of the buying process (Ghingold & Wilson, 1998).
Purchasing decisions defined
I must cite the ‘Howard Sheth model’ to label my purchasing style. This model of consumer behavior defines the buyers’ journey as a highly rational and methodical decision-making process (Prasad & Jha, 2014). Because I analyze my decisions before purchasing and stick with familiar products, I often weigh the item’s pros and cons extensively when entertaining the idea of trying something new. I know emotions can be irrational and tend to tune these out when making buying decisions. Because of my analytical approach to buying decisions, I am not often swayed by fancy marketing tactics. But I do find that I am interested in learning more about brands through their offerings and presentations; this curiosity does not always result in a sale. But I enjoy seeing new things and learning more about products or services.
Influence of Marketing Research and Marketing Design
There are two types of marketing research, quantitative and qualitative; for my personal decision-making, I am more interested in quantitative research methods that incorporate highly empirical numerical data collected based on experiments, observation, or experience (Kardes, 2020). This type of data collection is used when creating strategic marketing decisions based on consumers’ rational behavior (Kardes, 2020). This approach enables marketers to focus on the scientific approach, which is advantageous for those interested in developing consumer-focused strategies and provides a foundation for critical thinking, creative problem-solving, and decision-making (Kardes, 2020).
Because of my analytical approach to purchasing decisions regarding marketing design, I am most interested in the product’s functionality, aesthetics, engineering, and useability. A new logo, packaging, or ad campaign does not often sway me. I stick to what I am comfortable with, where I’ve already done my due diligence and tested products for myself. Though I understand the importance of marketing design, I also know that my personal preferences do not incorporate the visual appeal of a product or service over the practical benefits.
Post-Purchase Behavior
While not typical, I have some experience with the dreaded buyer’s remorse. I have spent countless hours doing research on a product only to finally come to a buying decision to find the product lacking in some manner. This has led me to understand the concept of consumer behavior expectations, and as a result, I have become aware of how to manage my consumer expectations better. An example of this is discussed by Santos and Boote (2003) in their article titled “A theoretical exploration and model of consumer expectations, post-purchase affective states, and affective behaviour.” In this article, buyer’s remorse is summed up as peripheral expectations, meaning that the desired and expected outcome of purchasing was met with results outside of the core or expected outcome (Santos & Boote, 2003).
References
Cornell University. (2022). Definition: consumer from 15 USC § 7006(1) | LII / Legal Information Institute. Retrieved July 2, 2023, from https://www.law.cornell.edu/definitions/uscode.php?width=840&height=800&iframe=true&def_id=15-USC-567770122-686090518&term_occur=999&term_src=#:~:text=The%20term%20%E2%80%9Cconsumer%E2%80%9D%20means%20an,representative%20of%20such%20an%20individual.
Ghingold, M., & Wilson, D. (1998). Buying center research and business marketing practice: meeting the challenge of dynamic marketing. Journal of Business & Industrial Marketing, 13(2), 96–108. https://doi.org/10.1108/08858629810213315
Kardes, F., Cronley, M., Cline, T. (2020). Consumer Behavior, 2nd Edition. [[VitalSource Bookshelf version]]. Retrieved from vbk://9781305161689
Prasad, R., & Jha, M. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3), 335–351. http://www.issr-journals.org/links/papers.php?journal=ijias&application=pdf&article=IJIAS-14-129-05
Santos, J., & Boote, J. (2003). A theoretical exploration and model of consumer expectations, post-purchase affective states and affective behaviour. Journal of Consumer Behaviour, 3(2), 142–156. https://doi.org/10.1002/cb.129