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Usually, there is a notable difference in purchasing patterns between
consumers and corporate customers. Below is a tool for a peep into the mind of a consumer.
Four principal factors
Generally, consumers are less rational than corporate customers when deciding
which product to buy.
Four principal factors influence a consumer´s choice of
product/service:
- Cultural factors - subculture, social class, religion, nationality etc.
- Social factors - family, role, status, etc.
- Personal factors - gender, age, lifestyle, financial situation,
personality, image, etc.
- Psychological factors - need engendered motivation, from one´s subconsciousness, or satisfaction optimisation, etc.
Consumers segmentation
For a new company it is rarely possible to reach all consumers at one time. You
have to choose special groups of consumers. It is called segmentation.
You can seek to segment, categorise, by various criteria:
- Geography - city, country, district, street
- Education – skilled, unskilled
- Occupation - doctors, lorry drivers, teachers
- Age – children, youngsters, middle age, retired people
- Sex – men or women
- Leased or owner-occupied housing
- Go to next
business issue: Business Customer
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| Elisabeth Hau Lin Hue, Singapore |
28-11-2009 |
The behaviour of a consumer is beyond one´s control. One day they like this, the other day they like that. As a fashion designer you have to consult your stomach to find the right approach to reach the consumers.
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