Modern consumer habits or Who is homo buyer

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Modern consumer habitsorWho is homo buyer
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Introduction

• During the last decades, the traditional society
  has changed, and turned into what we now call the
  consumer society
• This society has produced a new type of person
  homo buyer
• Our product is meant to describe the habits of
  homo buyer
• We know that you too are a homo buyer, so we hope
  that our product will make you understand
  yourself better

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Introduction

• In other words, to describe what, how and why we
  buy
• The product will have three main parts
• What we buy?
• Why we buy it?
• How we buy it?
• Also, we have decided to describe what makes a
  successful brand and what an unsuccessful one
  means

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Introduction

• We plan on defining why some companies make big
  money, and some dont simply because some know
  how to speculate the hunting habits of homo
  buyer, while others do not
• Eventually, we hope that you will be able to spot
  what makes the difference between homo buyer and
  homo buyer sapiens

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Introduction

• In other words, we want to show you what makes
  the fashion addict go to the mall, what makes
  Elton John wear flashy coats and why are we
  willing to spend no matter what on aspirin

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How homo buyer hunts

• Since there are hardly any bison left to hunt in
  the city, homo sapiens has changed its hunting
  grounds and has thus turned into homo buyer, who
  roams the plains of the supermarket

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How homo buyer hunts

• Here, he must choose from a great variety of
  pray, that he catches by using his gun (read
  credit card)
• However, he too is in danger of becoming the
  victim of another great hunter-the salesman

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Hunting rules

• -do not exceed the recommended dose of shopping
• -an overdose would and will produce neurosis
• -the hunting ground is no place for children
• -this study was performed by trained
  shop-ologists
• -it may become dangerous

• -after a long hunting session, it is recommended
  that you repair (read recharge) your weapon (read
  card)
• -do not try this at home if you are under legal
  age

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What does homo buyer hunt for?

• Shop-ology
• IT freak
• Fashion victim
• Basic products

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Shop-ology

• 2006 Christmas hunting list
• Uasengou,-about 2 bottles-one for dry hair, one
  for dandruff
• cristim salami-two just in case you Want more
  than one What would Christmas dinner be without
  it ?!
• One Nintendo Wii

• Tulip Ego-it matches the skirt
• sitroen-seefor urban deffinitely need one
• really lame margarine you wouldnt feed to a pig
  5-one more cant do any harm
• Vertu Constellation-really pink

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Shop-ology

• Must not forget- sitroen-seefor-urban-simply have
  to fill it at Luckoil,just in case
• Please add, poaiananegri five doziness-oh
  no-better forty
• Oh and ten bottles of goldenbrau, no, better say
  20-it has the scodaoctavia
• God, I almost forgot, I really want this, lets
  buy the-new-shower-gel-from-nivea, you know how
  crazy I am about fragrances- and please dont
  tell me that I am the adds victim

• Now-really need one of those icons with flashing
  lights and one with the blinking Virgin
• One really big imported Christmas tree- for you
  and your neighbor upstairs
• Really expensive decorations from the Mall
• High fat, high cholesterol additive full cookies 

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IT freak

• -def. -a hunter who is glued to his computer
  monitor subspecies employed gamer amateur
• -the employed-will only buy what they need in
  their work will make rational purchases

• -gamer willing to spend on performance in order
  to obtain maximum satisfaction will chose top of
  line products
• -amateur-will allow the salesman to direct their
  buys random personal acquisitions

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Fashion victim

• -def-will buy whatever trends dictate usually
  expensive, useless items
• -what do you think
• Vertu Constellation - If she just can't put a
  price on making the right technologically-advanced
  fashion statement, Vertu's latest -- the
  Constellation series -- fills the bill. Make no
  mistake, the Constellation is not for gadget
  freaks it runs a modified version of Nokia's
  lowly S40 OS and sports just EDGE for data. And
  at prices north of 4000, it's not for the faint
  of wallet, either. But let's be honest nothing
  says "I care about the way you telecommunicate"
  quite like a pink leather and stainless steel
  handset that comes with concierge service.

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Fashion victim

• -and thats not all
• Tulip Ego - Bad news, fellas "They don't sell
  them in the US" is no longer a valid response
  when the missus asks for the crème de la crème of
  fashion laptops, Tulip's Ego. With an AMD Turion
  64, 12-inch WXGA screen, Bluetooth, and WiFi,
  it's readily apparently that the Ego's 5000
  barrier of entry cannot be explained by its spec
  sheet, but rather by the lovely interchangeable
  skins that grace its surface (along with the fact
  that it's hand-built, yada yada).5,000 - Buy
  from Barney's New York

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Basic Products

• -sought out by all subspecies of homo buyer
• -there are more ways of killing the same pray
• -spending more on better quality(the smart and
  well-off)
• -spending more on same quality(the well-off snob)
• -spending less on same quality(average
  income-smart)
• -spending less on poorer quality(too much economy)

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What makes homo buyer hunt?

• Cultural and social factors
• Psychological and personal psychological factors
• Circumstantial factors
• Buying decision

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Cultural and social factors

• -culture-certain material and spiritual values,
  customs, traditions that the individuals learn
  from society and that lead to his acquiring of a
  behaviour pattern he practices inside that
  society and reflect into his lifestyle and hence
  into his consumer type
• -subculture-people who share the same life
  experience, related to ethnicity, religion,
  geographical positin, age, nationality etc.

• -social class-determined by income, occupation,
  education, wealth, system of values people may
  change their social class during their life
• -for instance, Europeans prefer small, manageable
  cars whereas Americans prefer large, loud flashy
  cars
• -you wont be able to sell pink fuzzy slippers to
  a rocker, nor pork to a Jew
• -you are not likely to see Elena Udrea buying
  cosmetics from an ambulant dealer

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Cultural and social factors

• -people can form part of different groups such as
  appartenece groups, refference groups, aspiring
  groups
• -leaders of opinion

• -the decision making unit is made of group
  members each having one of the following roles
• -the initiator
• -influential person
• -decident
• -buyer
• -user

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Psychological and personal psychological factors

• Main factors
• -motivation
• -perception
• -selective attention
• -selective distortion
• -learning
• -persuasion
• -attitude

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Psychological and personal psychological factors

• -age and life cycle phase
• -occupation
• -financial status
• -lifestyle-psychography
• -VALS
• -personality
• -self image

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Circumstantial factors

• Physical ambiance
• Social ambiance
• Temporal perspective
• Intended utility
• Personal mood

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Buying decision

• -recognising the need-internal stimuli
• -external
  stimuli
• -the search for information
• -personal sourses(family, friends,
  neighbours, acquaintances)
• -commercial sources(publicity, sales
  agents, distributors, wrappings etc.)
• -public sources(mass media, market study
  organisations etc.)
• - experience related sources (touch,
  examination, product use)
• -evaluating options-advantages
• -degrees of
  importance
• -brand images
• -use value
• -buying decision
• -post-buy behaviour-expectances/performances
  ballance

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How we buy it?

• How they get us to spend
• -what makes us tick
• -how much sweat it takes to get a big tick
• How much do we spend
• -where do we say no, try as they might

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What makes us tick

• -our emotions children, animals, family etc.
• -good humor
• -irritating things
• -reverse psychology
• -repetitive messages
• -things you identify with

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How much sweat it takes to get a big tick

• -finding the right target group
• -creating a brand that suits them
• -publicity(comercials, banners, flyers etc.)
• -promotions
• -contests
• -maintaing the interest

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How much do we spend

• Usually, we are willing to spend as much as the
  salesmen ask for on basic products, but as the
  products advance towards the top of the
  piramid,we are less and less willing to spend.

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How much do we spend

• -we are unlikely to spend very much on top of the
  line products, or, at least, we are not going to
  do this very often.
• -also, few people spend on innovation or
  avangarde products

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A successful brand

• The new Dacia Logan
• From national car, the Dacia has become an
  affordable alternative in many Western and Middle
  Eastern countries
• The key to their success was adapting their
  product to the needs of their target market

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An unsuccessful brand

• An example would be the new Play Station 3
  produced by Sony
• Might be a end of line product
• Despite performance, people dont seem to want to
  buy it because of its outrageous price

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Conclusion

• We have presented to you the new species our
  society has produced
• As many others, homo buyer will be replaced by a
  new species
• Until then, all that we recommend is that you

• be not just a homo
• buyer, but a homo
• buyer sapiens
• We say that you should shop, but that you should
  shop to live, not live to shop