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Article Surfing ArchiveConsumer Styles: Research Review - Articles SurfingAccording to research done by Elizabeth Sproles and George Sproles (1990) in the Journal of Consumer Affairs, there is a significant link between peoples learning styles and their 'consumer styles'.
Research Implications Know thy consumer. This research indicates how important it is to develop a psychological profile of your ideal consumer. You need to know what consumer frequents your market and from this you can begin to develop, first intuitively, then through ongoing research, a profile of your target customer's consumer style. For instance if you sell your product or service over the internet you can be pretty sure that you are marketing to people who operate out of a limited number of consumer styles such as the perfectionistic; the novelty/fashion; and the price conscious consumers. These are all information oriented consumers who engage in seeking information before they purchase. If you are marketing to other businesses then you're once again probably going to need to market with an orientation to providing sound information coupled with powerful and relevant benefits because you'll be dealing with perfectionist and price conscious consumers. Also, realize that with this information you can work to turn people from one style to another. For instance you may be able to convert a price conscious consumer to one who is brand loyal by providing consistent quality for a lower price. You may be able to convert the confused-by-overchoice consumer into a brand loyal consumer by providing simple, straight forward information combined with quality that cuts through the information overload. Conclusions Study your target market and actively work to know how they think and this will open up new marketing creatives that will better target their particular consumer style. This should prove to increase your bottom line if done thoughtfully and consistently. Sproles, Elizabeth & Sproles, George (1990). Consumer Decision-Making Styles as a Function of Individual Learning Styles. The Journal of Consumer Affairs. Vol. 24. Issue 1.
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