A View from the Top

A model that talks about different types of consumers and their evolution.

CONSUMER - the term as we know it has been constantly evolving in the marketing mind. So who is the consumer of the 21st Century?

According to the marketer:

Person + The Act of Purchasing Goods & Services = CUSTOMER

Person + The Act of Purchasing Goods & Services + The Act of Self-Consumption = CONSUMER

The consumer has evolved through the six stages due to the historical developments in marketing and advertising:

• The Marginalised consumer
  
• The Statistical consumer
  
• The Secretive consumer
  
• The Sophisticated consumer
  
• The Satellite consumer
  
• The Multi-headed consumer

The Marginalised consumer: In the authoritarian model, consumers consume what manufacturers produce. Manufacturers feel that they know (better) what the consumers should buy - a typical seller's market, where even the quantity of goods that should be bought by consumers is apportioned.

The Statistical consumer: During the late 1950s, the focus in the market slowly shifted from sellers to buyers. The importance of gauging consumer information gathering and needs became the norm. The information however was collated and judged based on the law of averages. This revealed the desires and wants of an average consumer, which was incorrect because no two consumers are the same. The marketer tended to use economic criteria to arrive at the price. Rationality was thought to be the deciding factor. Again untrue!

The Secretive consumer: The secretive consumer had many hidden motives that had to be uncovered and it was the marketer's job to find out his attitudes, behaviour and aspirations. Marketers used psychoanalysis, sociology and social anthropology to understand more about the 'why' 'what' and 'how' of the consumer. Consumer behaviour and psychology became the tool used by marketers.

The Sophisticated consumer: Towards the end of the 20th Century, emerged the modern consumer - sophisticated who appreciates the finer aspects of life. He is fond of advertising and responds to commercials in an enthusiastic manner. A case in point is that of Café Coffee Day outlets which have become a success in South India. People frequent them not just to consume coffee but also savour the experience, and they don't mind paying for it.

The Satellite consumer: With the growing importance of the consumer, brands are being built around them. It is apt to term the consumer as a moon around which the brand - like a satellite - revolves. Marketers focus on the brand strength and brand proposition, building brand equity in such a manner that the consumer feels the gravitational pull of the brand and is drawn towards it. A classic example is that of Surf Excel, which was developed keeping in mind the consumers' unmet needs. It positioned its ad in such a way that consumers couldn't resist trying it.

The Multi-headed consumer: According to the Need-States theory (Wendy Gordon), there is a greater need to study the choice pattern and influences and other differences when the same consumer makes different brand choices on two different occasions. For instance, a consumer who usually consumes Royal Challenge beer may opt for Vodka when he visits the pub with a friend or a colleague. It all depends on the environment, mood, and money at the consumer's disposal.

Just as consumers have evolved, along with their needs, desires and aspirations, so has marketing to satisfy them. The consumer and the brand are not fixed points in fixed space. The fact that they are multiplexically dynamic persuades marketers to continually be on their toes.

Related Reading
1."The 21st century consumer: A new model of thinking"; International Journal of Market Research; Valentine, Virginia & Gordon, Wendy; Spring 2000
2."Hits of Amul "campaigns; 1990-2000
3."Amul's mascot to say cheese on TV by July-end"; Rath; Anamika Financial Express; July 1999.