The Consumer type that most closely describes me based on my values and lifestyle is the “Experiencer”. I tend to buy things that I want and enjoy for the novelty and excitement of it (Babin, 2021). I would even go so far as to say that I am somewhat of a hedonistic consumer. Which is to say I enjoy buying new products for the enjoyment that I get out of them.
There are several factors that influence my buying decisions prior to making a purchase. Brand reputation is one factor that I consider. If a particular brand I am considering buying from has a bad reputation, I may decide to not buy their products. Price is another factor as I am typically looking at products within a particular price range and that is within my personal budget. How a product is marketed also influences my purchasing decision. If the the marketing does not appeal to me or grab my interest I will likely not buy it. Finally there are also product reviews which influence my decision based on the satisfaction of other customers who purchased the same product.
The consumer purchasing stage that actually results in my purchase decision is the “evaluating alternatives” stage (Boyd, 2020). This stage proceeds the information search stage where I research the product and brand I am considering buying from. If I am satisfied with the product/brand and am unable to find any better alternatives I will make my purchase. However, if if find a better alternative to a brand I am considering I may not choose to go through with the purchase.
When making a buying decision I am influenced the most by market research of the product and brand that I am considering. Marketing design only influences me at first when a product first grabs my attention or alternatively fails to grab my attention. When the marketing design appeals to me I am more inclined to research it. If I am satisfied with what I have leaned from my market research only then do I make the decision to buy.
References:
Babin, B. J., Harris, E. (2021-02-11). CB, 9th Edition. [VitalSource Bookshelf 10.2.1]. Retrieved from vbk://9798214339405
Boyd, D. (2020). How Consumers Buy. Linkedin Learning. https://www.linkedin.com/learning/marketing-foundations-consumer-behavior/how-consumers-buy?resume=false&u=2106393
SNHU Consumer Marketing Blog 