Types of customers depending on the speed of perception...

Types of buyers, depending on the speed of perception of a new product

Obviously, the process of consuming new products depends on two main factors:

1) the buyer's readiness to perceive a new product;

2) the degree of novelty of the goods themselves for a particular buyer.

Consider first the types (categories) of buyers, depending on the speed of perception of the new product (Table 2.2).

Table 2.2

Types of consumers, depending on the speed of perception of a new product



Innovators - 2.5%

The first try a novelty. Are prone to risk

Early followers - 13.5%

Opinion leaders. In their environment they make the goods famous and fashionable

The most common is 34%

We are ready to purchase a new product on the basis of positive feedback from the representatives of the reference groups

Late majority - 34%

Buying a novelty, clearly see its advantages

Conservatives - 16%

Perceive the novelty only when it becomes a traditional commodity

Consumers are clearly divided by the degree of readiness to perceive a new product. For example, there are categories of innovators and early followers & quot ;. For the first novelty of goods is an independent value. Early followers also willingly acquire technical novelties, but are guided mainly by considerations of prestige. They like to dictate fashion to others and therefore are in a hurry to acquire new items. The price factor for such consumers is of secondary importance. If we consider other principles of segmentation of consumers, then the acquisition of new, technically complex products is more focused:

• residents of large cities and areas of technopolis (as opposed to residents of small towns and rural areas);

• Young buyers;

• High-income people

• people with a high level of education, representatives of the occupations of intellectual work.

There is among the buyers a majority category that breaks up into the "quickly recognizing majority" and slowly recognizing the majority of & quot ;. Fast recognizing the majority of - the first part of the mass market, acquiring a new product. They have a position in the social group, are open, sociable and attentive to information hints.

Slowly recognizing majority - the second part of the mass market, acquiring goods. They are less responsive to change. This group includes people with a lower economic and social position, older than middle age.

There is also a category of "conservatives". They buy the product last. Conservatives take into account the price, are very suspicious of novelty and change, are connected by tradition and do not accept the goods until it becomes traditional for the bulk of buyers.

Buyer Type Statistics

Fig. 2.2. Buyer type statistics

As you can see from the table, the statistics of the types of buyers, depending on the speed of perception of a new product, falls under the law of normal distribution (Figure 2.2). You can also identify groups of consumers who are at risk and who avoid it (Table 2.3).

Modern psychophysiological studies show that the propensity to risk and avoid it are innate reactions and are associated with such personal traits of the individual as impulsiveness, independence, the pursuit of success.

Table 2.3

Consumer types by the criterion of risk ability




Are able to put forward a significant number of alternative solutions, believe in one's own strength, have a low level of anxiety, set on the external environment, strive for success, domination, aggressive



Unsure of themselves, have a high level of anxiety, installation on internal motives, ns facilitating the generation of solutions

thematic pictures

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