Consumer Definition: In the age of digitalisation, e-commerce and mobile shopping has increased considerably. Consumers demand seamless delivery of goods while shopping online. Leading Digital Marketing and Social Media marketing to rewrite previous consumer definitions and consumer behaviours. These consumer a looking for quick shipping and free one-day shopping. A flexible return policy is also essential for the growth of e-commerce. 

"Online payment will continue to play an ever-growing and significant role in the development of e-commerce as well as the stimulation of consumer demand. "
Consumer Definition
Lucy Peng
Former Director of financial technology firm Ant Group

The growth of big data and the ability of connected devices would give consumers a completely new experience of consumption. Smartphones, smart refrigerators, smart cities all combine advanced information and communication technology (ICT) and the Internet of Things (IoT) to control customer desires and behaviours creatively.

Marketing to consumers solely by demographics is now outdated and can give you a skewed view of using digital marketing and social media consultants to support our businesses. I consider my client’s consumers, and when we start relying on these obsolete paradigms to explore their buying behaviour and purchasing decision-making. This data will provide me with a skewed outlook of their daily habits and long-term lifestyle choices.

Table of Contents

What's The Definition Of A Consumer?

Definition: A customer is a person who chooses to buy a good or a service for personal use based on personal interests, beliefs and needs or the power of advertisement. 

Understanding customer behaviour encourages companies to launch goods that consumers need and want, thus increasing their profits and profitability. If a company fails to consider what consumers need or how they will react to introducing a new product, it will most likely result in losses. On the other hand, consumer behaviour is incredibly complex, as it includes a person’s individual thought, personal preferences and actions, and various levels of consumption.

Are Their Difference in Consumer Examples and Behaviour?

Alternatively, a recent Euromonitor International’s yearly Consumer Types excited me and others to analyse the consumer’s past conventional demographics and profiles distinct personality-driven consumer types at both the global and country level.

I took time and surmised the importance and background of these shifts in consumer attitude. Tracking practices through Euromonitor Consumer Types Series year-on-year. These documents convey helpful insight into what consumers want and need, even separating among those in the same demographic collection.

Segmentation Consumer Definition.

This segmentation enables Small to Medium Businesses (SMB) and companies to acknowledge the subtleties in consumer examples. Acting with their digital marketing agency to creatively to engaging with their potential customers. I endeavour to be creative and enthusiastic about embracing the client Brand different tones and compelling campaigns tailored to changing consumers’ interests and attitudes.

For example, – I live in the post-demographic consumerism era. I am attuned to and necessitate to incorporate this into any future Social Media Marketing campaigns.

Consumer Behaviour

Post-Covid Changes Within Demographic Consumerism.

It validated what I had recognised, and that is how consumers of all ages in all markets are envisioning their own identities more freely than ever. As a result, we cannot continue defined consumption patterns by ‘traditional’ demographic segments such as age, gender, location, income, family status and more.

Choosing Not To Categorise – Consumers The Old Way.

We predicted purchases based on stereotypes that were so widely known and subconsciously relied upon to decide what buyers wanted to see in Digital Marketing Strategies and campaigns.

Raising 2 Millennials has served me see through this, and I feel comfortable with presently experimenting past those traditional stereotypes. My Millennials have encouraged me to reach this post-demographic consumerism era.

Because of this, the traditional demographic segments that we are so used to using for consumption patterns no longer work.

The Consumer Definition in the '50s and 60's

So much of purchasing and market research has been reliant on these Advertising demographics because it has been easy to simplify people’s perception. My choice now has been to abandon the roles and stereotypes of the 50 and 60s—the times of “Darren from Bewitched“, the ever savvy advertising wiz pitch his ad campaigns.

The ’50s and ’60s saw consumers who desired and expected to fit in and not stand out from the pack. Standards and conventions were strong origins for formulating products, communications based on the expectations of the consumers.

Changes To Consumer Behaviour.

The smartphone, the internet, has unlocked up the world everywhere. Accompanying the growth of ethnic minorities, the empowerment of women, and the progress of all kinds of opinions. People are enthusiastic about stepping outside of what’s expected of them. And because of this, consumerism is headed in a more exciting, unconventional direction.

This trend demands us as Digital marketers to accommodate them. I have been relishing this new adventure of providing greater answers and solutions to the consumer. As a result of the pandemic, many industries and business have seen their sales trending downward. As Digital marketer strives for, we strive to continue to support businesses wanting to build brand loyalty.

Technology Is A Recognised Driver in Consumer Spending.

Consumer Behaviour

I am fully aware that technology has been one of the fundamental drivers of the post-demographic consumerism trend. Consumers now have access to an excess of information, which has helped develop their views of the world and themselves. As this has naturally occurred, people’s interests have become more informed and diverse than ever before.

Demographics are no longer adequate in profiling your consumers and determining how to communicate with them. These knowledgeable consumers are more than their gender, skin colour, the neighbourhood they live in or their sexual orientation.

While these comprise fundamental factors that impact how we digital marketers may see the world, it’s short-sighted only to consider demographics when painting a picture of the consumer.

More Brand Building On Social Media

Social Media Marketing needs to be far more proactive and consider consumers’ attitudes, behaviours, and self-perceptions/identities. We understand that Digital Marketing strategies have been dominating.

The Gen Z and millennial consumers are more sceptical and are losing trust in the standards and practices of my predecessors; it is important in understanding why they are. When we can know that “Trust”, “Authenticity” has begun to shift the paradigm from “Low Prices”.

With this change in consumer behaviour, Digital marketing then demands us to adjust and inform the customer of the Philosophy behind the brand and its products and services, with a smattering of product solutions our client products or services has to offer them.

What Does This Change In Consumer Definition Mean For Brands?

Brands need to start embracing this as our “new normal” and celebrate these new cultural norms. 

One brand already taking advantage of this is Netflix. They have moved beyond using demographics to understand their users and have learned that demographics are almost useless to them as an indicator of behaviour.

Their VP of Product Innovation, Todd Yellin, said, “Everyone’s instinct was, ‘Yeah if you find out their age and gender data, that’s fantastic. 

But what we are learning is: it’s almost useless”. Instead of using basic stereotypes like geography, age, and gender, Netflix uses an extra involved global algorithm to give it’s streaming users additional targeted recommendations. Todd also explained, “There’s a mountain of data that we have at our disposal.

Garbage is 99 Per cent Of That Mountain Of Data. Gold is One Per cent.

Geography, age, and gender? We put that in the garbage heap. Where you live is not that important.” Because they use this global algorithm, the titles you are shown when you sign in to Netflix are motivated by so considerably more than just where you live in 2021.

  • Is it more likely that Social Media and Celebrity endorsements would sway a buyer who follows all the latest trends?
  • Is it less likely that a customer who emphasises living a sustainable life would purchase material goods?

Choosing not to Use the Old Consumer Definition

All of these questions, Netflix weighs when studying their products and their consumers. With the rise of the BLM movement over the last few years, it peaked in 2020 with George Floyd. Netflix responded swiftly by implementing adjustments to its programming to draw awareness of the Black community’s struggles.

The Importance Of Segmenting or Changing Consumer Definition by Personality Type?

Euromonitor International’s annual Consumer Types analysis looks beyond standard demographics and profiles distinct personality-driven consumer types at both the global and country-level. This report has been an instrumental driver in implementing changes in our Agencies Digital marketing.

11 Categories of Consumer Definition Personality Types – of Your Idea consumer.

Consumer Behaviour

Which categories do you think your Ideal Consumer would fall into?

  • Impulsive Spender – 16 % of the world’s population
  • Minimalist Seeker – 13% of the world’s population
  • Secure Traditionalist – 12 % of the world’s population
  • Empowered Activist – 12 % of the world’s population
  • Undaunted Striver – 11 % of the world population
  • Conservative Homebody – 9% of the world’s population
  • Digital Enthusiast – 9% of the world’s population
  • Inspired Adventurer – 6% of the world’s population
  • Cautious planner – 5% of the world’s population
  • Self-care Aficionado – 5% of the World Population
  • Balanced optimist – 3% of the Worlds Population

 

More importantly, what solutions and answers can we present to your ideal consume in their journey to lead a more fulfilling experience?

Consumer Definition - The impulsive Spender

How to use Digital Marketing to Engage this Consumer and their behaviour.

• Solutions to create more convenient and easy-to-use shopping services to facilitate quick purchases. High-quality eCommerce and improved features.

• Answer to tailored and personalised shopping experiences, with High-quality virtual reality applications on your products

• Solutions – to proactively provide clear promotion of prices and discounts, explicitly highlighting value for money and bargains on your goods or services

• Solutions – Dynamic online and offline shopping platforms. To create a seamless omnichannel shopping experience. Online SNS platforms such as Youtube, Facebook, Instagram, TikTok, Instastories, Pinterest. The more visuals in your marketing, the better.

Changes to consumers definition.

Impact of Coronavirus (COVID-19) on the consumer who is an Impulsive Spender on products

The Impulsive Spender highly appreciates experiences, which is unlikely to vary due to the effects of COVID-19. Instead. The Impulsive Spender will possibly continue spending money and allocating emphasis on occasions, even if this involves switching to virtual options.

The Impulsive Spender will continue to prioritise accessibility and value for money, especially in light of the expected global economic recession. They are incredibly likely to execute online purchases from brands with easy-to-use online interfaces and those who openly outline price and free shipping. Our Solution is to facilitate this purchasing process for them without them being hindered.

 

Consumer Definition - The Minimalist Seeker

How to use SNS and Marketing to Engage with this consumer

• Seeks to use innovative transparent packaging and labelling information in-store and online for them to complete the sale.

• Solution – place special importance on wholesome, responsibly sourced eco-conscious, sustainable, locally sourced and high-quality ingredients and materials

• Solution – Streamlined, time-saving platforms to expedite the shopping decision making process and analysis phase of the path to buying quicker

• Solution – Promotion of products or services with advantageous waste reduction features, such as recyclable substances or second-hand purchases. Lowest carbon and environmental impact. Online SNS platforms such as Facebook, Instagram, TikTok, Twitter, Youtube, Pinterest. The more visuals in your marketing, the better.

Result of Coronavirus (COVID-19) on the Minimalist Seeker with SNS Marketing and their buying practice.

The perceptive Minimalist Seeker profoundly values community issues like climate change, fast fashions. These social issues are anticipated to take precedent in the wake of COVID-19. They will put a much more significant and conscious focus on local shopping, help local businesses and make environmentally friendly and sustainable purchases. 

The Minimalist Seeker is also likely to invest in services and products that will allow them to maintain physical and mental well-being during this period of uncertainty. Does your product or service offer the answers you are searching for as a consumer?

Consumer Definition - The Secure Traditionalist

• Solutions – for you to implement in-store and offline services to mitigate any anxieties in using technology. They would like to be able to depend on the retail experience also.

• Solution – use local SEO – find me on Search Engines. They require to shop local and small.

• Answers – label promotional items, low prices and discounts – especially on usual and essential product purchases

• Solutions – design a convenient and easy shopping experience to decrease time allocated shopping and in-store. The use of Online SNS platforms such as Twitter, Facebook, Instagram, Pinterest. The more visuals in your marketing, the better.

Audrey Anderson | SNS Marketing
Choosing not to categorise – Consumers

Impact of Coronavirus (COVID-19) on the Secure Traditionalist – with SNS Marketing and their buying experience.

I believe that the Secure Traditionalist is likely to increase their frugal behaviour in the wake of COVID-19. With the uncertainty of future Work, they will seek low prices on products and services and save money during this time. The likelihood of them stock-piling essential goods will remain high, and discounted bulk offers will influence them. The Secure Traditionalists as consumers were not likely to make frivolous or impulse purchases; this sentiment will likely continue with even more rigour. So engagement through the marketing process, highlighting what they already need in essential product purchases with low pricing, discounts, free shipping.

Consumer Behaviour - The Empowered Activist

Consumer Behaviour

How to use SNS and Marketing to Engage with this consumer

• Solutions – straightforward and frank labelling with importance on the green, sustainability and eco-conscious features. Highlighting the founders of the brand from females to Black Entrepreneurs. This can be part of your marketing campaigns to highlight these individuals.

• Answers – competitively priced products, offering bulk offers.

• Solutions – rewards or loyalty programs and discounts on regularly purchased brands and products. Free shipping to products purchased. Using online platforms like Twitter, TikTok, Snapchat, Facebook groups to engage with them.

• Answers – aligning company and brand engagement to global issues through evident sustainability and welfare strategies and charitable platforms. Online SNS platforms such as Youtube, Twitter, Facebook, Instagram, TikTok, Instastories, Pinterest. The more visuals in your marketing, the better

 

The consequence of Coronavirus (COVID-19) on the Empowered Activist Consumer Behaviour.

The Empowered Activist highly values community matters, which are likely to take precedent in the wake of COVID-19. They will place more increased emphasis on shopping locally and supporting local businesses, and making eco-friendly and sustainable purchases.

This portion of consumers is customarily involved in charity work and helps aid organisations assist those impacted by COVID-19. Experiences remain an essential part of the Empowered Activists’ lifestyles. They are likely to maintain spending in these still if they need to shift to online social media platforms and formats. Brands can provide solutions via reward and loyalty programs, or Brands with a social conscience and strong ethos towards diversity hirings.

The Undaunted Striver Consumer Behaviour

Social and Digital Marketing strategies to Engage with this consumer.

• Solutions – tailored and personalised purchasing experiences linked with high brand engagement. Online or Zoom virtual events.

• Answers – transparent promotion of the newest trends, principally through social media platforms or celebrity endorsements.

• Solutions – Availability of online and offline shopping platforms, designing a seamless omnichannel shopping experience

• Answer – honest to understand and straightforward labelling with emphasis on green, sustainability and eco-conscious features. Online SNS platforms such as Youtube, Twitter, Facebook, Instagram, TikTok, Instastories, Pinterest, Blogs. The more visuals in your marketing, the better.

Influence of Coronavirus (COVID-19) on the Undaunted Striver with SNS Marketing and their buying experience.

Consumer Definition, the Undaunted Striver, profoundly values experiences, which is unlikely to change due to the effects of COVID-19. Instead, the Undaunted Striver consumer is likely to continue spending money and emphasise adventure, even though this means that they need to adapt to social distance measures or turn to virtual and online alternatives. 

Undaunted Strivers are likely to continue to invest in their image and status across online platforms. As a result, they are likely to continue making impulse purchases and spending money on the latest trends to curate their online presence via social media platforms. These outlets will become even more important to Undaunted Strivers as they will not reach people in person if social distancing policies continue.

Consumer Behaviour - The Conservative Homebody

How to use SNS and Marketing to Engage with this consumer

• Solutions – Promotion of products that enhance personal well-being or facilitate time spent with immediate family and close friends, with a particular focus on self-care.

• Answers – clear promotion of low cost, discounts and value for money

• Solutions – availability of online and offline shopping platforms that work in conjunction to create a seamless omnichannel shopping experience

• Solutions – convenient services to facilitate quick purchases alongside a memorable and unique shopping experience. The use of Online SNS platforms such as Youtube, Facebook, Instagram, Instastories, Pinterest. The more visuals in your marketing, the better.

The consequence of Coronavirus (COVID-19) on the Conservative Homebody with SNS Marketing and their buying experience.

The Conservative Homebody enjoys a great deal of time spent with loved ones, such as immediate family and close friends. As a result of social distancing steps, Conservative Homebodies are likely to shift to virtual interactions and networks to communicate and sustain relationships with others. Conservative Homebodies are unlikely to change their shopping patterns as a result of COVID-19. Since they have given little value to materialistic possessions, they will most likely continue to buy their dairy products and base their shopping decisions on need and price.

 

Consumer Behaviour - The Digital Enthusiast

How to use SNS and Marketing to Engage with this consumer

• Solutions – easy-to-use online interfaces to promote quick online shopping and price comparisons. Platforms that are fast in downloading minimising time spent waiting.

• Answers – The consumer behaviour desiresconvenient customer service during the path to purchase to minimise time spent shopping and facilitate an immediate purchase, especially on impulse buys

• Answers – collaborations with tailored virtual and online experiences

• Answers – mark promotional items, low prices and discounted items — especially on everyday and essential purchases. Online SNS platforms such as Youtube, Twitter, Facebook, Instagram, TikTok, Instastories, LinkedIn, Pinterest. The more visuals and social media in your marketing, the better.

Effect of Coronavirus (COVID-19) on SNS Marketing Digital Enthusiasts and their Consumer Behaviour and experience. 

Digital enthusiasts are likely to increase their frugal conduct in the aftermath of COVID-19, continue to pursue low prices and save money in a time of economic uncertainty. They are also likely to store critical items and to be influenced by discounted bulk deals. 

As the digital enthusiast is already highly comfortable using technology and engaging in virtual experiences. Created habits are likely to increase even further with new platforms and ways to interact online due to coronavirus.

 

Consumer Definition - The Inspired Adventurer

Solutions – promotion of products that enhance personal health, well-being and self-care

• Answers – clear promotion of low cost, discounts and value for money

• Solution – convenient services to facilitate quick purchases

• Solutions – prioritising products and services which allow them to better themselves — including career, personal health, global issues and personal relationships. The use of Online SNS platforms such as Youtube, Twitter, Instagram, TikTok, Instastories. The more visuals in your marketing, the better.

Consumer Definition and Impact of Coronavirus (COVID-19) on the Inspired Adventurer with SNS Marketing and their buying experience.

Inspired Explorers tend to be extremely forward-focused. The impact of coronavirus could make them more vigilant when thinking about their future, resulting in them spending less money in the short term and investing more in future savings to ensure a stable future—taking this time to focus on their end and re-evaluate any plans in line with the current economic environment.

This market segment will be early adopters who will be on the lookout for innovations in this space. That Inspired Adventurers also see the important is that preventative health care will become increasingly important. The amount of importance given is likely to remain the same or increase.

Consumer Behaviour

Consumer Behaviour - The Consumer Behaviour of the Cautious Planner

How to use SNS and Marketing to Engage with this consumer

• Solutions – provide in-store and offline services to alleviate any anxieties in using technology.

• Solutions – use local SEO – find me on Search Engines. They want to shop local and small.

• Answers – mark promotional items, low prices and discounts – especially on usual and essential purchases

• Solutions – create a convenient and easy shopping experience to minimise time spent shopping. Online SNS platforms such as Youtube, Twitter, LinkedIn, Facebook, Instagram, TikTok, Instastories, Pinterest. The more visuals in your marketing, the better.

Impact of Coronavirus (COVID-19) on the Cautious Planner with SNS Marketing and their buying experience.

With coronavirus, this cautious planner will become more likely to stock-pile as they appear to be highly loyal to particular brands and goods and are willing to pay more for a product that they feel is worth the money. These Consumers are customarily the ones who are powerful “brand advocates”. They will promote a brand they love; the importance of Digital Marketers producing a responsive strategy that nurtures this relationship will drive growth for the brand.

Offers on usual purchase such as multipacks, bulk discounts, free shipping or club membership are likely to resonate with the Cautious planner.

The Cautious Planner carefully determines their purchases before making them and rarely makes impulse purchases or buys non-essential items.

 

Consumer Behaviour - And the 2020 debut of the Self-care Consumer

A new consumer segment emerges. It is evolving these past eight months of the global pandemic forcing many to Work from home (WFM) and the lockdown in many communities and leading the ongoing self-care trend. This consumer segment makes up 5% of the global populations in the Euromonitor report.

This self-care aficionado’ segment has had the time to reflect and focus on themselves during the lockdown. With the inability to go to a Hair Salon, attend group exercise classes. This segment now is placing much importance on being self-reliant. Their spending and purchases have been affected by the coronavirus. Their homes or apartments have become their sanctuaries, so spending on things that will benefit their physical surroundings and mental well-being is a priority.

They prioritise their health and well-being by taking part in exercise regularly and placing much importance on vitamins, supplements, balanced diets, and their homes.

The Self-care aficionado How to use SNS and Marketing to Engage with this consumer

Solution – Promotion of products that enhance personal health, well-being and self-care, green, sustainability and eco-conscious

Solution – feature SNS marketing and advertising of products that enhance The individual’s emotional well-being or encourages time spent with immediate family and close friends, with a particular focus on self-care.

Solution – use of Youtube videos that show much DIY and at-home ways to make their homes an oasis.

Impact of Coronavirus (COVID-19) on the Self-care Aficionado with SNS Marketing and their buying experience. Online SNS platforms such as Twitter, Youtube, Facebook, Instagram, TikTok, Instastories, Pinterest. The more visuals in your marketing, the better.

Ensuring they lead a healthy lifestyle. Most likely to be early adopters of any new health preventative measures.

Consumer Behaviour Of The Balanced Optimist

How To Use Social Media and Digital Marketing to enhance their buying experience.

The  Balanced Optimist is a pragmatic user. They’re generally careful about how they spend their money and prefer to save rather than spend. Low prices are pushing them powerfully. Even though they respect brand-name items, they are unlikely to purchase them unless they are discounted and competitively priced. They don’t have extreme brand loyalty and can change their preferences to low rates and how much money they can save. 

Balanced optimists could theoretically be a big target market for new-to-market companies or private label companies that are cheaper than brand-name alternatives. Due to their strong interest in low prices, consistent discounts, and simple in-store and online price comparisons may encourage faster decision-making on purchases. They could theoretically make the shopping experiences of Healthy Optimists more comfortable and allow their impulsive shopping conduct.

• Solution – clear promotion of low cost, discounts and value for money

• Solution – convenient services to facilitate quick purchases

• Answer – prioritising products and services which allow them to better themselves — including career, personal health, global issues and personal relationships

Impact of Coronavirus (COVID-19) on the Balanced optimist with SNS Marketing and their buying experience.

They appreciate adventures and appreciate their time spent by themselves as well as by close family and friends. Placing a large value and emphasis on their happiness and the happiness of those around them means that they would be happy to regularly make small impulsive purchases that endanger themselves or those around them. They will continue to enjoy the easy shopping experiences that allow them to shop easily, allowing this consumer to spend more time on the things they love.

Many of the 2020 essential habit and lifestyle preferences of the 11 consumer types are consistent with the 2019 report. I noted the one new consumer type, the Self-care Aficionado, in 2020 due to the impact of the coronavirus around the world.

Summary – Consumer Definition and Behaviour

There seems that these consumer types have some cross over shopping preferences. Which as a methodical SNS Marketing Consultant, you would be wise to consider. Being customer-oriented and providing the list of solutions to your customer, you provide them with a comprehensive and on the target shopping experience.

SOLUTIONS FOR These Consumer Definition Examples

Convenient and easy-to-use shopping services to facilitate quick purchases.

• Create tailored and personalised shopping experiences

• With promotions – provide a clear understanding of prices and discounts, explicitly highlighting value for money and bargains

• Provide or mark promotional items, low prices and discounts – especially on usual and essential purchases, the latest trends, primarily through social media platforms or celebrity endorsements

• Create a convenient and easy shopping experience to minimise time spent shopping

Consumer Behaviour
  • Inform them of shopping solution alternatives from – availability of online and offline shopping platforms, creating a seamless omnichannel shopping experience, to alleviate any anxieties in using technology
  • Answer their questions with the greater use of all SNS and Social Media Platforms with tailored marketing to each consumer group’s combination.
  • Provide them with marketing tailored and personalised shopping experiences coupled with high brand engagement on your SNS Platforms.
  • In-Store Solutions – clear packaging and labelling information in-store and online with specific emphasis on healthy, eco-conscious, sustainable, locally sourced and high-quality ingredients and materials
  • Solutions – easy-to-use comparison platforms to facilitate the shopping decision making process and research phase of the path to purchase
  • Marketing and Promotion of products with waste reduction features, such as recyclable materials or second-hand purchase
  • Marketing – easy to understand and straightforward labelling with emphasis on green, sustainability and eco-conscious features

 

Leading your promotions and marketing with solution-based choices will drive an even larger audience for your products or services.

Audrey Anderson LinkedIn

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