Marketing Psychology

Overview

In retailing (at least), shoppers can be categorised into the following four groups:

• Economic Shoppers: Most interested in prices, value, product quality & economic factors. Not so interested in treatment by staff, decor of the store, location etc.

• Personalising Shoppers: Enjoy the interaction with sales staff, preferring to shop with sales staff they know & like.

• Ethical Shoppers: Avoid large chain stores or companies that tend towards monopolies or deal with products which are judged unethical. Don’t shop at big supermarkets because “they are putting the small man out of business” Prefer to buy food from the biodynamic shop because it hasn’t been treated with chemicals… etc

• Apathetic Shoppers: Don’t like shopping, and go to the most convenient supplier.

Through an understanding of things such as this, a sales or marketing person is able to better manage their marketing effort, and conduct their work in a more efficient and appropriate way. This is just one of many aspects to the Marketing Psychology course from Warnborough College.