the non-buyer avatars!

The Tale of Non-Buying Consumer Behaviors:-

" Consumers no longer want a great product, they want to buy products from companies that align with their own character and values." - Muhtar Kent ( former CEO of The Coca-Cola Company).

Over the past few weeks I have attempted to understand what really goes into the process of buying and selling of a product and the above quote resonates with me now more than ever. The process of buying revolves around the psyche of the costumer. It is often affected by many factors such as emotional factors, social factors, economics factors, personal preferences and so on. The non-buying process on the other hand is just as complex and humanized as the former. Analyzing this process has interestingly allowed me to shift gears and look at the process of marketing from a buyer's point of view. Its fascinating to see how the choice to not buy something can also stem from a variety of character traits, traits that I personally relate to. These character traits are categorized and discussed as follows:-

The Complainer:-

Complainers can be both meek as well as aggressive but regardless of the intensity of their complaints, they never really buy the product. They would most likely be involved in a one sided wrangle about why and how a product is substandard. I specifically remember the afternoon I spent at my aunt's house when a representative from the company IRobot had come over to give her a demonstration of their vacuuming robot. Regardless of what the man said, I was adamant about my negative opinion of the product. I kept complaining about the fact that the device could not clean close corners in the house and eventually, much to the man's dismay, made sure that my aunt did not buy the device. 

The Overly Agreeable Costumer:-

This costumer's opinion is easily swayed by whatever the seller says but this does not necessarily translate into an act of buying. The incident I recall while thinking of this scenario is definitely relatable to every girl who has ever gone on a cosmetics shopping spree in a mall. I'm guilty of trying every single cosmetic brand at the Nykaa Luxe Store, on the advise of the beauty experts there, with absolutely no intention of buying any of the cosmetics I was readily trying on. All I was concerned about was the fact that there were people doing my makeup, for free.

The Expert:-

I take keen interest in local cosmetics as well as beauty brands that are a global success and I think I fit into the category of an expert costumer. The difference in the pricing of local cosmetic brands and global brands is unnerving. I'm often able to find drug store counterparts to high end beauty products and thus avoid spending lavishly on brands such as Fenti Beauty, Victoria's Secret and so on. My 'expertise' allows me to think rationally and not trade my kidney for a lipstick.

The Pessimist:-

Although I'd like to believe that I have a very optimistic view on various aspects of life, this has got to be the one character trait I relate to the most. I'm extremely pessimistic about products that I don't believe in. More often than not, these products belong to brands that cater to the 'elite' strata of the society. Brands like Harley Davidson, Victoria's Secret, Apple, Fenti Beauty and so on appeal to the elite division of the society and have managed to project themselves as an extension of elitism. I personally do not understand the concept of trading one's arms and legs in order to own a phone and would rather buy a cheaper phone, with my locomotory organs intact.

The Staller:-

We've all been there and we've all done that. It is not uncommon to see someone stalling to do something or take some action. I'm no different. Unless there is some compulsion, its a struggle for me to buy a particular product without stalling. I recall an incident from the guitar classes that I took in my ninth grade summer break. My teacher told me it would be great if I could upgrade to a better guitar to perfect my chords. He of course added that the decision was mine to make. The fact that I had the choice had me stalling for months until I eventually quit the classes all together.

These character traits and their implications in the non-buying process exhibited by a costumer go on to show how the selling of a product is not entirely in the hands of the seller but is also influenced by factors associated with the customer.