Consumer Behavior: Last-Minute Art Project or Art Teacher?

When looking at consumer behaviors, some of the most notable are the personal factors. Personal factors include age and stage in life cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and values. When looking at each, marketers should realize what they need to focus on to engage their target audience.

Looking at Life Cycles

When looking at consumer age and stage in life cycle, marketers can look at their taste in
things such as furniture, clothes, and food. They must look at events in the target audience’s life and realizing that with each transition in the audience’s life, there is a new need that comes up. For example, a company selling furniture must be able to sell cribs, bunk beds, and adult sized beds. Their audience will grow and require larger beds as they transition to new stages of life. While a baby will most likely not be buying their own crib, they may need to buy one once they are an adult.

Looking at Occupation and Economy

Occupation and economic circumstances are also important for marketers to look at to try to identify which groups are interested in their products. For example, an accountant will probably not be looking at building materials very often. On another hand, personality and self concept look at traits such as self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability.” For example, not everyone is going to be buying clothes from Fashion Nova, but not everyone is going to be buying from Old Navy, either. There are different levels of comfort among consumers, and marketers need to see what level of confidence they are targeting. Lastly, lifestyle and values are important for marketers to look at to find “relationships between their products and lifestyle groups.” If a marketer’s target audience spends a lot of time at work, they probably will not have the time to shop in a physical store so it would be best to target them with an online shopping option.

Overall, it is important for marketers to look at all personal factors that can lead a
consumer to or to not make a purchase. They need to realize that not everyone is the same, even in their own target audience. Two people can be looking for art supplies, but one is a father trying to do a project with his child and the other is an art teacher at a school. While they both need art supplies, and quickly, they have pretty much no personal factors in common. In this case, however, both people bought their company’s products, and they ended up making the sales.

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