7 Different Types of Consumers: Guide to Marketing Them

Marketplace competition can be extremely fierce for various industries especially when you’re trying to sell profitable, in-demand goods and services. To stay ahead of the game, it is essential to understand the types of consumers and how to effectively market to them. 

By leveraging the ever-changing world of marketing, you can create an approach that drives results and gives you a competitive edge at the same time. To help you better understand the different types of customers, this guide will discuss the seven types of consumers you’ll most likely encounter.

What Are the Different Types of Consumers? 

Whether you’re a business owner or a marketer, understanding the different types of consumers is essential to creating effective marketing campaigns. After all, customers will always have different needs, interests, and motivations when buying a certain product or service.

With that being said, here are some of the most common types of consumers and how to market each one.

1. New Consumers

Expect a lot of inquiries when dealing with first-time and new consumers. They’ll be needing your guidance at this stage since they’re still trying to understand what you’re offering and are most likely not looking for someone to upsell them. 

Answering questions from new customers can be intimidating, but it’s important to remember that first impression last. This is your chance to build a relationship of trust that can potentially turn them into loyal customers in the future. 

Being friendly and helpful will help you create a positive experience for your customers, which can lead to more business down the line.

How to market them

• Provide excellent customer service by putting in the extra effort to offer live chat, video chat, and co-browsing.
• Answer inquiries properly and give guidance when necessary.

2. Need-Based Consumers

As the name suggests, this type of customer makes purchases when only needed. Examples include:

• Household needs
• Vacation essentials
• Hardware products
• Insurances (e.g. health and auto)

By tapping into consumers’ desires and motivations, businesses can create a compelling need for a certain product that will prompt customers to purchase it immediately, in order to fulfill their specific purpose.

How to market them

• Anticipate possible consumer needs and create a customized marketing plan to satisfy them.
• Offer goods and services across multiple channels, both online and offline media, to reach more audiences.

3. Wandering Consumers

Probably the least profitable customer, wandering consumers are those occasionally entering the store just to look around. They might ask random questions about your products but will show no to little interest in purchasing them.

More common in physical stores, this type of consumer can still sometimes show up in online stores from time to time. Although they don’t have specific needs in mind, there’s still a chance that you can convert them to buying your goods, provided that you can successfully pique their interests.

How to market them

Grab their attention by providing relevant information about your products or services.

4. Loyal Consumers

Impressed with your brands and services, loyal customers should always be taken care of since they keep coming back to support your business. 

The benefits of gaining loyal consumers are immense – not only do they provide positive word-of-mouth advertising by recommending your services to others, but they can also provide invaluable testimonials that will help to attract new customers. 

With this organic marketing by your loyal customers, your business can continue to thrive and establish a strong, reliable reputation among your competitors!

How to market them

• Feature testimonials from your loyal customers across your website and social media accounts.
• Understand what they liked about your business and utilize this strength to grow your business.
• Be proactive and get ahead of any issues even before it happens in order to ensure customer satisfaction.

5. Discount Consumers

Interested in availing of your discounts and promos, this type of customer will probably not engage in your services unless you offer discounts. They would rather wait for special occasions to shop for discounted prices rather than pay for products at their full price.

Moreover, offering discounts can be extremely beneficial to your business. Not only will it draw in more customers and increase sales, but it can also help to clear out your inventory and free up space. 

How to market them

• To make the most out of your promotions, strategize your timing and marketing efforts in order to maximize conversions.
• Offer good deals that will make your consumers understand the value of the discount.
• Promote your discounts through email, social media, or brochures.

6. Impulse Consumers

Many buyers tend to purchase on impulse, often without taking the time to research the product they are buying. As a result, they may find themselves regretting their purchase and calling customer service for a refund. Although this is not always the case, it won’t hurt to have a product replacement script ready for situations like this. 

How to market them

• Come up with clear guidelines regarding warranty or return policies and explain them properly.
• Sympathize with their concerns without promising anything until you’ve thoroughly reviewed the case.
• Give full assistance if returns are to be made. 
• Make your website appealing and interesting to encourage purchases.

7. Unhappy Consumers

One of the most challenging types of consumers, unhappy customers can be delicate to deal with. There could be a variety of reasons why they are displeased with their purchase, such as dissatisfaction with the product, packaging, or even your customer service.

They won’t hesitate to air their disappointment and will make it known by leaving reviews on your social media channels. If not resolved right away, these reviews may lead to negative publicity and hurt your business, hence it’s essential to handle their concerns properly and immediately.

How to market them

• Often check customer reviews and messages so you can handle any concerns immediately.
• Reach out to unhappy customers and follow up on their concerns. Understand their complaints and provide solutions in order to prevent them from turning into angry customers.

Handling Various Types of Customer

By knowing the needs and interests of each consumer, you can tailor your marketing strategies in order to maximize the success of your campaigns. This knowledge can help your company to better target the right audience, earn loyal consumers, and improve your financial gains.