5 Types of Consumers You Should Analyze Before Selling – WAU

No matter what channel you are using to convey your sales message: Facebook, E-mail Marketing, Magazine Ads, Pamphleting … What we need to keep in mind is that during the sales process, the consumer can take many forms . From a 9 year old girl who begs her parents to buy a doll […]

No matter what channel you are using to convey your sales message: Facebook, E-mail Marketing, Magazine Ads, Pamphleting …

What we need to keep in mind is that during the sales process that the consumer can take many forms.

From a 9-year-old girl who begs her parents to buy a new doll to a senior technology manager who invests hundreds of thousands of dollars in a new server.

The term “consumer” can be broken down, in summary, into two types of consumer entities:

  • Organizational Consumer;
  • Personal Consumer.

The organizational consumer refers to companies that will buy from other companies. These are called B2B (Business to Business) markets.

The personal consumer, on the other hand, buys goods for his own use or for the use of his friends, family or close people.

That is, the purchased items are used for final use. But keep in mind that the person who buys the item is not always the person who will consume it.

For this reason, Kotler and several other marketing experts classify personal consumers in five different roles.

Before looking at each of these roles, we need to keep in mind that a person can be classified more than once, occupying more than one role in the purchase process.

The 5 types of consumers in the purchase process

1. Initiator

At first, there is the Initiator, this type of consumer is who will suggest the idea of ​​buying a product or service.

In a family, it may be a 9-year-old who saw a commercial for a new toy on TV.

This child will ask the parents for the toy, thus starting a buying process.

2. Influencer

Another classification would be the Influencer, which within the purchase process would be the person whose point of view influences the decision purchase.

In the example of the toy, it could be a teacher, a pediatrician or even the mother influencing the father, and vice versa.

3. Decision maker

The third classification among consumers would be the Decisor.

That would be the person who decides to make the purchase itself, in addition to deciding where to buy and how to buy.

In our example, this element could be the mother, who gives the final say in aspects related to the education of children.

4. Buyer

This would be the person who actually makes the purchase in itself. It could be the father, in the example, who buys on the way home from work.

It could also be the mother who buys on her cell phone or the grandparents who shop at a sale to present her granddaughter on her birthday.

5. User

Finally, the fifth classification would be the so-called User, who is who consumes or uses the product or service.

In our example, the user would be the child. Notice here that the child again took on a role, “initiator” and “user”.

Likewise, both the mother and father could have played more than one role throughout the process as well, everything will depend on the situation.


Knowing clearly who are the people who occupy the roles in the journey of buying your products and services makes all the difference for the success of your marketing actions.

It is useless to create an appealing message for the end user, if that same message does not make any sense to the buyer.

In the same way that a strategy aimed only at the buyer can go down the drain if it is against the values ​​of the influencer.

When creating a sales strategy, know exactly who you want to communicate with.

Especially because, sometimes the real consumer is not the one who actually purchases your product or service.

So, did you like to meet the different types of consumers? So be sure to also check out our infographic on the customer journey.

CTA the customer journey

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