8 Types of Consumers

Thinkers

- are motivated by ideals - are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility - tend to be well educated and actively seek out information in the decision-making process - well-informed about the world and national events and are alert to opportunities to broaden their knowledge - have a moderate respect for institutions of authority and social decorum but are open to considering new ideas - although their incomes allow many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in products that they buy - favorite things: Subaru, Kiplinger's Personal Finance, and a substantive discussion

Believers

- are motivated by ideals - conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation - many express moral codes that have deep roots and literal interpretation - follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong - as consumers, Believers are predictable; they choose familiar products and established brands - favor U.S. products and are generally loyal customers - favorite things: Mercury, Cooking with Paula Dean, local TV news, and a close-knit family

Makers

- are motivated by self-expression - express themselves and experience the world by working on it--- building a house, raising children, fixing a car, or canning vegetables--- and have enough skill and energy to carry out their projects successfully - practical people who have constructive skills and value self-sufficiency - live within a traditional context of family, practical work, and physical recreation, and have little interest in what lies outside that context - suspicious of new ideas and large institutions such as big business - respectful of government authority and organized labor but resentful of government intrusion on individual rights - unimpressed by material possessions other than those with a practical or functional purpose - prefer value to luxury, they buy basic products - favorite things: Dodge Ram, Field and Stream, and NASCAR

Experiencers

- are motivated by self-expression - young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool - seek variety and excitement, savoring the new, the offbeat, and the risky - finds an outlet in exercise, sports, outdoor recreation, and social activities - are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing - purchases reflect the emphasis that they place on looking good and having "cool" stuff - favorite things: VW, Rolling Stone, Red Bull, and to be entertained

Innovators

- are successful, sophisticated, take-charge people with high self-esteem - because they have such abundant resources, they exhibit all three primary motivations (ideals, achievement, and self-expression) in varying degrees - they are leaders and are the most receptive to new ideas and technologies - very active consumers and their purchases reflect cultivated tastes for upscale, niche products and services - image is important, not as evidence of status or power but as an expression of their taste, independence, and personality - are among the established and emerging leaders in business and government, yet they continue to seek challenges - their lives are characterized by variety - their possessions and recreation reflect a cultivated taste for the finer things in life - favorite things: BMW, Wired, sparkling water, and a rewarding experience

Strivers

- are trendy and fun loving - motivated by achievement, Strivers are concerned about the opinions and approval of others - money defines success, don't have enough of it to meet their desires - favor stylish products that emulate the purchases of people w/ greater material wealth - see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead - active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy - as consumers, they are as impulsive as their financial circumstance will allow - favorite things: Chevrolet, Coke Classic, and winning the lottery

Achievers

- have goal-oriented lifestyles and a deep commitment to career and family - social lives reflect this focus and are structured around family, their place of worship, and work - live conventional lives, are politicially conservative, and respect authority and the status quo - value consensus, predictability, and stability over risk, intimacy, and self-discovery - with many wants and needs, Achievers are active in the consumer marketplace - image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers - because of their busy lives, they are often interested in a variety of time-saving devices - favorite things: Honda, Every Day with Rachel Ray, and recognition at work

Survivors

- live narrowly focused lives - because they have few resources with which to cope, they often believe that the world is changing too quickly - comfortable with the familiar and are primarily concerned with safety and security - must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation - cautious consumers, represent a very modest market for most products and services - loyal to favorite brands, especially if they can purchase them at a discount - favorite things: an American car, AARP Magazine, and a home-brewed cup of coffee