As defined, consumer behavior is the study of consumers and the processes they use to choose, consume, and dispose of products and services. Consumer behavior also encompasses fundamentals from other sciences such as psychology, biology, chemistry and economics. It is a melting pot of emotions, thoughts, needs + wants!
What makes a consumer buy soap? Well, of course that is an easy one to answer, everyone washes to get clean. But soap as soap makers know it is not always soap as consumers know it. Let’s look at our product from the point of view of the consumer.
What makes a consumer buy soap? Well, of course that is an easy one to answer, everyone washes to get clean. But soap as soap makers know it is not always soap as consumers know it. Let’s look at our product from the point of view of the consumer.
We (as soap makers) define soap as a blend of fatty acids and lye. Consumers define soap as a bar that they can pick up for $1 or less at their local discount store. Is there a difference? Yes and no. We know the benefits that handmade soap imparts to the skin. Consumers know that a $1 bar of soap gets them clean. Both products do what they are intended to do, remove grime. What is lacking from the consumer purchase decision are the added benefits of handmade soap. Thus handmade soap can be put into a niche consumer purchasing category, a luxury item.
Much of consumer behavior for non-luxury items is learned. Heck, my mom raised me on Ivory soap. I have fond memories as a little girl of unwrapping the bars and stacking them neatly in the linen closet. Why did my mom have me do this? Probably because it was what her mom taught her to do. And when I grew up to have my own household, I bought, unwrapped and stacked my bars of Ivory just as I was taught. Of course my pattern of behavior changed when I was introduced to handmade soap.
Point 1: Consumers purchase and behave in learned ways.
Businesses that teach their customers about their products and create a positive feeling about their products have a competitive advantage. Here is where explaining the difference between handmade soap and store bought syndet bars is so important. We (as soapmakers) know why we use it but to the consumer it may be just an overpriced luxury item. Explain, explain, explain. Consumers don’t know the difference until you tell them. Give them a reason to purchase. They ones that do know are most likely already your customers (or another soap maker’s customers).
Point 2: Educate and engage the consumer.
The luxury consumer of the past was the ultra-rich. Today middle class consumers make up a significant slice of the market. A luxury item does not mean it is unaffordable. It simply means that it is something that a consumer will spend more on given it provides a benefit to him/her. If a customer buys a bar of your handmade soap what will he/she receive? Tell them. The consumer justifies spending more for items that satisfy his/her perceived intrinsic value.
Handmade soap is a luxury item because it costs far more than syndet bar (which essentially does the same thing, cleans). Handmade soap holds intrinsic value because the object’s benefits are valued and in the content of consumer behavior, this can never disappear as long as the object exists.
Point 3: Create a product that adds perceived and inherent value for the consumer.
There are indeed numerous other factors that influence the purchasing decision. Some but not all include: cultural, social, personal, and psychological reasons. Does the color of your products influence your sales? Yes. Is lifestyle a factor? Absolutely! Do your products and selling platform invoke a sense of urgency or indecisiveness? This is a question only you can answer. My hope is that as I continue this series of Consumer Behavior articles, you will discover how to engage with your consumers in a mutually profitable way.
Much of consumer behavior for non-luxury items is learned. Heck, my mom raised me on Ivory soap. I have fond memories as a little girl of unwrapping the bars and stacking them neatly in the linen closet. Why did my mom have me do this? Probably because it was what her mom taught her to do. And when I grew up to have my own household, I bought, unwrapped and stacked my bars of Ivory just as I was taught. Of course my pattern of behavior changed when I was introduced to handmade soap.
Point 1: Consumers purchase and behave in learned ways.
Businesses that teach their customers about their products and create a positive feeling about their products have a competitive advantage. Here is where explaining the difference between handmade soap and store bought syndet bars is so important. We (as soapmakers) know why we use it but to the consumer it may be just an overpriced luxury item. Explain, explain, explain. Consumers don’t know the difference until you tell them. Give them a reason to purchase. They ones that do know are most likely already your customers (or another soap maker’s customers).
Point 2: Educate and engage the consumer.
The luxury consumer of the past was the ultra-rich. Today middle class consumers make up a significant slice of the market. A luxury item does not mean it is unaffordable. It simply means that it is something that a consumer will spend more on given it provides a benefit to him/her. If a customer buys a bar of your handmade soap what will he/she receive? Tell them. The consumer justifies spending more for items that satisfy his/her perceived intrinsic value.
Handmade soap is a luxury item because it costs far more than syndet bar (which essentially does the same thing, cleans). Handmade soap holds intrinsic value because the object’s benefits are valued and in the content of consumer behavior, this can never disappear as long as the object exists.
Point 3: Create a product that adds perceived and inherent value for the consumer.
There are indeed numerous other factors that influence the purchasing decision. Some but not all include: cultural, social, personal, and psychological reasons. Does the color of your products influence your sales? Yes. Is lifestyle a factor? Absolutely! Do your products and selling platform invoke a sense of urgency or indecisiveness? This is a question only you can answer. My hope is that as I continue this series of Consumer Behavior articles, you will discover how to engage with your consumers in a mutually profitable way.
