written by: Lidia Bronkowska
There are two types of consumers: individual and organizational. An individual consumer purchases goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others. While an organizational consumer purchases goods and services in order to produce other goods or services, resell them to other organizations or to individual consumers, or help manage and run their organization (Kardes, 2013, p. 8). Out of the two, I am definitely an individual consumer.
Since I don’t have bills like rent/mortgage, electric, water, etc. my spending is a little less frugal than others. I tend to buy more things that I want than I probably should, however, the things that lead into actually purchasing something are packaging designs and whether or not I am interested in something. For example, with grocery items or beauty items, packaging is a big component in what product I choose. When it comes to clothing, such as graphic tees, then it’s something I’m super interested in than I’m more likely to buy it, even if I don’t really need it. For example, the FRIENDS tv show celebrated their 25 year anniversary last year, so a lot of companies were and still are doing things with FRIENDS such as Pottery Barn, Target, and The Coffee Bean & Tea Leaf. I have purchased something from each of those places. Another aspect that influences my buying decision is whether or not something is supporting a cause, in particular non-profits who fight against human trafficking.
Purchase activities are those through which a consumer acquires goods and services (Kardes, 2013, p. 9). This is everything from researching the product or service to the reviews of said thing. If I’m looking into making bigger purchases like running shoes or a paddle board or even activities in other cities, I research all I can to make sure I get the best quality of product or service within my budget. For example, last November, I took my boyfriend to Chicago to visit my family, but I also wanted to take him around the city. I did all of my research on which buses and trains to take and when to take them. I also looked up all of the prices of all the museums and buildings we would visit and found out that a CityPass would be cheaper than purchases tickets for each place individually.
When it comes to being influenced to make a purchase, one of the first things to grab my attention is design. The way a product is marketed, as well as packaged, is an almost sure way to get a sale from me. I think this stems from being a graphic designer, and naturally having an eye for things like this and then appreciating the work behind it. I have tried things I absolutely hate, just because I loved the packaging so much. For example, I am not a fan of kombucha. The benefits of it appeals to me, but the taste does not. However, one time the packaging of a certain brand of kombucha was so appealing to me, that it shifted my mindset into believing that it would taste different; however though, that was not the case.
Post-purchase behavior is how a consumer feels after their purchase; whether they feel satisfied or dissatisfied (Boundless). Majority of the time my post-purchase behavior is positive, as I’m satisfied with my purchase. Very rarely am I dissatisfied, and that is due to my research prior to making purchases, especially on big purchases. With smaller purchases, I am usually still satisfied, because I’m either purchasing something that is a need or I’m purchasing something I have a high interest in or a deep passion in.
Boundless. (n.d.). Boundless Marketing. Retrieved from https://courses.lumenlearning.com/boundless-marketing/chapter/the-consumer-decision-process/
Kardes, F. R., Cronley, M. L., & Cline, T. W. (2013). Consumer Behavior (2nd ed.). [Cengage Learning]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781305161689/