Skip to main content

Making Purchase Decisions

In consumer behavior, the purchase process involves multiple roles that individuals may play during the decision-making process. Understanding these roles helps businesses design strategies to target the right individuals at various stages. Here's a detailed explanation of the different purchase-related roles:

1. Initiator

The initiator is the person who begins the purchase decision process.
They recognize the need for a product or service and bring it to the attention of others.

Example:

  • If your toothpaste is finished and your mother or you notice it, you or your mother act as the initiator by highlighting the need for a new toothpaste.

2. Influencer

The influencer is the person who influences the decision by providing suggestions or recommendations.
They can influence the choice of product, brand, or features based on their knowledge, preferences, or opinions.

Example:

  • A family member suggests trying a new toothpaste with a mint or cinnamon flavor.
  • A child in the family might express a preference for toothpaste that tastes like candy.
  • A dentist might recommend a specific toothpaste for sensitive teeth.

3. Decision Maker

The decision maker is the individual who makes the final decision about which product to purchase.
This role often involves considering inputs from the initiator and influencer but ultimately deciding what to buy.

Example:

  • In a household, the mother might decide on the toothpaste brand after evaluating family preferences and requirements.
  • For larger or financial purchases, the father, an elder sibling, or even the initiator may take the final call.

4. Buyer

The buyer is the person who physically goes to the market or online platform and makes the purchase.

Example:

  • A family member, such as the father or elder sibling, visits a supermarket, a nearby store, or an online platform like Amazon to buy the toothpaste.

5. End User

The end user is the person or group that ultimately uses the product or service.
The number and type of end users vary depending on the product category.

Example:

  • In the case of toothpaste, the entire family could be the end users.

Flexibility and Changes in Roles

  • These roles are not fixed and can vary based on the type of product, societal norms, and changing market dynamics.
  • Example:
    • In traditional households, the mother may often act as the decision maker for household products. However, with increased awareness and involvement of other family members, roles might shift.
    • For high-involvement purchases (e.g., a car), roles may be shared, with multiple family members acting as influencers and decision makers.

Strategic Implications

Marketers can target these roles at different stages of the decision-making process:

  • Initiator: Highlight the need for the product through advertisements or promotions.
  • Influencer: Use social proof, expert opinions, or testimonials to sway their preferences.
  • Decision Maker: Offer clear value propositions to address their concerns and preferences.
  • Buyer: Provide convenience, discounts, and easy access to purchase options.
  • End User: Focus on product usability and satisfaction to build long-term loyalty.

Summary of Roles

Role Function Example
Initiator Recognizes the need and starts the purchase process. A child noticing that the toothpaste is finished.
Influencer Recommends or suggests specific products, brands, or features. A dentist recommending toothpaste for sensitive teeth.
Decision Maker Makes the final choice of what product to buy. A mother deciding on the toothpaste brand.
Buyer Executes the purchase by physically or digitally buying the product. A father purchasing toothpaste from a supermarket or online.
End User Ultimately uses the product or service. The whole family using the toothpaste.

Understanding and targeting these roles effectively allows businesses to optimize their marketing strategies, ensuring better engagement and decision-making influence at every stage.

4.2.2 Exploring Consumer Types and Their Influence on Purchase Decisions

In consumer behavior, understanding the types of consumers is essential to developing effective marketing strategies. Here, the focus is on types of consumers based on their purchase decision-making approaches, rather than traditional segmentation criteria like geographic, demographic, psychographic, or behavioral segmentation. Below are the four types of consumers categorized by their decision-making behavior:

1. Economic Consumer

The economic consumer is often referred to as the "rational economic consumer."

  • Characteristics:
    • Takes decisions purely based on logical evaluation of facts and figures.
    • Evaluates all product parameters, features, and specifications in detail.
    • Fully aware of their own requirements and how a product or service fulfills these needs.
    • Strives for the perfect decision by making a thorough analysis.
  • Example:
    When buying a laptop, an economic consumer:
    • Knows the technical components (e.g., processor type, RAM, graphics card).
    • Understands how hardware and software interact.
    • Identifies exactly how they will use the laptop.
    • Chooses a brand and model that matches their requirements at the best price.
  • Reality Check:
    The purely rational economic consumer is largely a myth.
    • While some consumers may be well-informed and strive for logical decisions, nobody has complete information about every product or service.

2. Passive Consumer

The passive consumer tends to let others influence their purchase decisions.

  • Characteristics:
    • Makes decisions with minimal effort or concern.
    • Accepts whatever is available or suggested without strong personal opinions.
    • Likely to rely on external influences such as salespeople or the default options.
  • Example:
    • A passive consumer visiting a store to buy Brand X toothpaste but accepting Brand Y because the salesperson suggests it or Brand X is out of stock.
  • Behavior:
    This type of consumer doesn’t actively seek information or alternatives, and their purchase decisions are often driven by convenience or lack of interest.

3. Cognitive Consumer

The cognitive consumer uses logical reasoning and decision-making approaches.

  • Characteristics:
    • Actively compares and contrasts different product features, benefits, and brands.
    • Uses cognition (brainpower) to analyze significant parameters for decision-making.
    • Seeks an optimal solution rather than a perfect one.
  • Example:
    When buying a smartphone, a cognitive consumer may:
    • Compare brands like Apple, Samsung, and OnePlus.
    • Evaluate parameters such as camera quality, battery life, and price.
    • Choose the phone that balances their priorities and budget.
  • Difference from Economic Consumer:
    • While economic consumers aim for a perfect solution, cognitive consumers settle for an optimal one based on their evaluation process and priorities.

4. Emotional Consumer

The emotional consumer bases decisions on feelings and experiences rather than logic.

  • Characteristics:
    • Driven by emotions, impulses, or personal experiences.
    • Seeks experiential satisfaction over practical utility.
    • Often motivated by aesthetic appeal, brand attachment, or sentimental value.
  • Example:
    • Buying a designer handbag because it "feels luxurious" or matches their personality.
    • Choosing a car that resonates emotionally, even if it isn’t the most cost-effective option.

Dynamic Nature of Consumer Behavior

  • No consumer is strictly one type:
    • A person may exhibit economic tendencies for some purchases (e.g., appliances) and emotional tendencies for others (e.g., fashion).
    • For example:
      • A cognitive approach might be used to buy a laptop, but an emotional approach could drive the purchase of a special gift.
  • Factors affecting behavior:
    • Type of product or service.
    • Individual circumstances and priorities at the time of purchase.

Strategic Implications

Understanding these consumer types helps businesses tailor their marketing strategies:

  1. Economic Consumers:
    • Provide detailed product information and transparent comparisons.
    • Highlight cost-effectiveness and value for money.
  2. Passive Consumers:
    • Use effective sales tactics and persuasive messaging.
    • Ensure product availability and convenience.
  3. Cognitive Consumers:
    • Emphasize features and benefits clearly.
    • Use comparison tools to assist decision-making.
  4. Emotional Consumers:
    • Focus on brand storytelling and experiential value.
    • Appeal to emotions through advertising and branding.
No Comments
Back to top