Running head: CONSUMER GROUPS AND CONSUMER BEHAVIOR 1

Consumer Groups and Consumer Behavior

Name:

Institution:

Tutor:

Date:
CONSUMER GROUPS AND CONSUMER BEHAVIOR 2

Consumer Groups and Consumer Behavior

Consumers have typical and similar behaviors depending on certain properties that are

concentrated in a group of individuals. The consumer behaviors in such a group are homogenous

meaning that they are uniform throughout the individuals. Companies can maximize sales on a

specific consumer group by determining the demographics and psychographics of the consumer

group as well as determining the roles of the groups on consumer behaviors. This research paper

explores the demographics and psychographics of detached introverts which is one of the

consumer groups with high contribution in the consumer market. The history of this group is also

studied alongside the role of the group on consumer behaviors and the decision making process

pertaining to sales in the group.

Demographics and Psychographics of Detached Introverts

Detached introverts are consumer group individuals whose consumer behaviors are

generally characterized by low or no interest in a brand or product (Mortimer, 2011). Whilst they

make up most of the consumers in overall, they have limited channels of receiving information

about products or services due to the fact that they are withdrawn from any associative

information to the products or services.

Demographics of Detached Introverts

Among all the consumer groups (social shopper, detached introverts, internet

investigator, lifestyle junky, dedicated fan and astute alpha), the detached introverts make up

38% in population (Mortimer, 2011). In a Marketing Week seminar, findings from research

called Pleased to Meet You showed that the largest group according to samples taken from

consumers is in the group of detached introverts. At the same time, the research showed that

male consumers dominate this group in terms of numbers. The best channels of information for
CONSUMER GROUPS AND CONSUMER BEHAVIOR 3

this group are television sets because this media is the most common to all consumers and that

the online media is less of a channel to them. In-store information and newspapers are also

preferably alternate forms of channels that relay information to the group. Compared with an

average customer, a detached introvert has 50% chances of interacting with televisions

(Mortimer, 2011). However, these individuals will rarely spend time to communicate with a

company’s call center for example to express discontent or satisfaction. This is 5% as compared

with the average consumer.

Psychographics of Detached Introverts

Detached introverts have generally a less social cohesiveness. This characterizes their

lack of interest in information about products or services (Mortimer, 2011). If companies list

these consumers in a mailing list, the individuals are likely to unsubscribe from the messages

because they do not want to be disturbed by the newsletters and daily messages about products or

services from the company. Detached introverts spend less time in the online media (Mortimer,

2011). Introverts are also aggressive and complain a lot as compared with the other consumer

groups. These are likely to write bad company reviews even when they received average quality

services. Companies have to handle these consumers with caution as they can tarnish the image

of the brand through exaggeration.

The History of Detached Introverts

The study of consumer behaviors has been a major marketing culture in organizations.

Traditional consumer segmentation was based on broad consumer groups based on aspects as

age (Lucas, 2013). This culture has changed recently as companies seek to understand more

about the psychological behaviors of consumers in a more specific perspective. For this reason,

the study of detached introverts is a relatively new concept in many organizations posing new
CONSUMER GROUPS AND CONSUMER BEHAVIOR 4

roles to the companies. Additionally introversion is a psychological term that has not been used

centrally on business. The counterpart of an introvert in the context of psychological studies is

the extrovert who is outspoken, talkative and very interactive with others. In the business world,

extrovert consumers have been the major individuals who are targeted by firms due to their

willingness to interact through information with the companies therefore increasing the chances

of being part of the consumer base. This culture has therefore eliminated the detached introverts

from the consumer considerations of the companies which is clearly an indication of incomplete

utilization of the consumer market. Today however, a new culture is evident as firms have

increased concerns to the study of consumer behaviors and this group is a major focus of the

consumer behavior studies (Hudson, & Ferguson, 2016). With the online media taking a central

role in businesses, more and more introverts are adopting this platform as a home and this makes

them an easy target to firms. At the same time, while companies move from stakeholder

perspective of business to customer prioritization, introverts are increasingly being incorporated

in the company focus meaning that more focus in being put on satisfying and studying this

consumer group. It is clear therefore that the demographics of detached introverts is changing

especially with consideration of the online platform. It is likely that this group will become more

and more revolutionary so as to fit in the new media and move away from television broadcasts.

Also, a lot is needed from marketers in order to increase utilization of these consumers in the

online sector.

The Role of Group and Dynamics in Detached Introverts Behaviors

The Role of Group on Detached Introverts Behaviors

As seen above, detached introverts behave in a withdrawn manner for example by being

less interactive with company messages. They also behave aggressively towards brands and
CONSUMER GROUPS AND CONSUMER BEHAVIOR 5

services where they feel dissatisfied. As a group, this is a uniform behavior. The main role that

this group plays on the consumer behavior is acts as a reference group for consumers who share

similar psychological traits (O’Shaughnessy, 2013). When a consumer for example witnesses

another expressing their dissatisfaction towards the customer care representative for a faulty

product or poor service delivery, they tend to behave similarly or differently towards the specific

consumer. This is basically based on the similarity or difference of psychological traits of the

two consumers. If the consumers are share common traits, they are likely to engage the

representative similarly leading to escalation of the disagreement. On the other hand, a consumer

having a different trait than the one complaining might approach them and express their different

opinion or walk away without participating in the argument. In any case, this trait difference will

not amount to the second consumer agreeing with the one arguing. As such, the detached

introvert group will contribute to a certain reference behavior of the consumers. This defines the

actions of the consumers based on their psychological traits.

The Role of Group Dynamics on Detached Introverts Behaviors

Dynamics in the introvert consumers include the online platform which is becoming a

more central business arena. Detached introverts entering the consumers market in this

generation are likely to behave differently than the traditional counter parts. This is because past

detached introverts relied less on the internet (Zhao, Lin, & Liu, 2011). This means that with

more firms establishing online platforms for business, the current detached introverts will be

have to adapt behavior wise to the media for example by developing the habit of watching live

advertisements in the online media contrary to watching televisions. Another dynamic is

increased focus of studies in this group as compared with traditional perspective. With this trend

changing, firms are likely to discover the consumer needs of this group and through
CONSUMER GROUPS AND CONSUMER BEHAVIOR 6

customization of products and services, the consumers will find more satisfaction therefore lose

such behaviors as aggression and bad customer reviews.

The Decision Making Process of Detached Introverts and Recommendations

When a detached introvert is about to purchase a product or service, the process entails

finding the easy way out of the need for the product or service. At the same time, this involves a

highly intuitive and inward perspective of the specific need for the product or service (Senith,

Ramson, & Jency, 2015). This means that the individual relies on cognitive intelligence by

analyzing the necessity for the product.

Alternate Evaluation

The third step in the consumer buying decision making process is alternate evaluation.

This is characterized by determination of whether or not the product is worth purchasing, not

using the information provided but by being driven by the need (Reisinger, 2009). The detached

introvert evaluates alternative options that can solve the specific need. With this option, the

product under decision making process is usually compared with another alternative that does

not imply the same cost as the main product. The result of this evaluation determines the

decision of the consumer in purchasing the product or service. This becomes particularly uneasy

for marketers to crack into this internal perspective and convince the consumer to buy the

product. The consumer then compares the little information about the product with the possibility

of satisfying the specific need after which they can decide to buy or not (Kerin, 2009).

Post Purchase Dissonance

In the decision making process, a detached introvert is able to make a tough decision

where there are more than one equal alternatives to the product or service. Post purchase

dissonance is the effect of purchasing one product and being left with dissatisfaction with the
CONSUMER GROUPS AND CONSUMER BEHAVIOR 7

thought of the other alternatives that had similar appealing features to the consumer (East, Singh,

Wright, & Vanhuele, 2017). Detached introverts suffer less post purchase dissonance because

they are good decision makers. This enables them chose the best product as per their needs and

they feel less dissonance after purchasing. For this reason, sales by the consumer after this are

not much affected given that the consumers do not feel much discontent with their decisions.

Additionally, more satisfaction might stem from the decision they made meaning that there are

increased chances of the consumer buying more from the company. As such, future sales are

positively influenced by post purchase dissonance. To a small extent however, slight discontent

exists and this leads to reduced interest in future sales meaning there is call for action by the

marketers.

Recommended Techniques for Detached Introverts

The main goal of a marketing plan or strategy is to increase company sales to the

consumers. Specific needs of detached introverts have to be addressed uniquely. One

recommendation is that more research is needed in the study of psychological traits of this

consumer group given that it constitutes majority of the consumers. This would help to

determine more intrinsic perspectives of these consumers to understand how they make their

decisions in buying and utilize them for making more sales. Additionally, companies need to fine

tune products towards satisfaction of the consumer needs. This is necessary to curb certain

consumer behaviors in this group such as aggression. To ensure that decision making process

regarding the buying behavior of these consumers, the companies should have at their discretion,

advise for the consumers on how to ensure that their decisions on alternate evaluation will limit

possibility of post purchase dissonance. Such advice will increase the positive outcome of the
CONSUMER GROUPS AND CONSUMER BEHAVIOR 8

buying decision making which will in turn lead to positive attitude by the consumers further

leading to more sales in the future (Rosengren, Dahlén, & Okazaki, 2013).

Conclusion

This research has shown a very specific perspective of consumer group, the detached

introvert. Given that this is a new concept in the study of consumer behavior, it has introduced

several new aspects that marketer can draw potential insights. Detached introverts make up most

of the consumers and their psychographics are quite tough to grasp at first sight. This group

alongside dynamics mean a lot in the decision making process for purchasing behavior. At the

same time, the decision regarding purchasing among consumers in this group show need for

more studies to exploit the group in increased company sales. This group contains much

potential that can be utilized by firms amid stiff competition for consumer market.
CONSUMER GROUPS AND CONSUMER BEHAVIOR 9

References
East, R., Singh, J., Wright, M., & Vanhuele, M. (2017). Consumer behaviour: Applications in

marketing.

Hudson, S. W., & Ferguson, J. C. (2016). Leadership Personalities: Extrovert, Introvert or

Ambivert? International Journal Of Management And Economics Invention.

doi:10.18535/ijmei/v2i9.12

Kerin, R. A. (2009). Marketing. Boston: McGraw-Hill/IRWIN.

Lucas, R. E. (2013). Extraversion and Introversion. Encyclopedia of Human Relationships.

doi:10.4135/9781412958479.n189

Mortimer, R. (2011, November 30). The six consumer groups marketers need to know -

Marketing Week. Retrieved from https://www.marketingweek.com/2011/11/30/the-six-

consumer-groups-marketers-need-to-know/

O’Shaughnessy, J. (2013). Social Psychology: Social Groups, Social Reference Groups and the

Nature and Role of Emotion in Influencing Behavior. Consumer Behavior, 326-366.

doi:10.1007/978-1-137-00377-5_11

Reisinger, Y. (2009). Consumer buying behavior. International Tourism, 289-320.

doi:10.1016/b978-0-7506-7897-1.00013-3

Rosengren, S., Dahlén, M., & Okazaki, S. (2013). Advances in advertising research: (Vol. IV).

Wiesbaden: Springer Gabler.

Senith, S., Ramson, J., & Jency, J. (2015). Consumer Buying Decision Making in Big Bazar.

Saarbrücken: LAP LAMBERT Academic Publishing.

Zhao, H. V., Lin, W. S., & Liu, K. J. (2011). Behavior dynamics in media-sharing social

networks. Cambridge: Cambridge University Press.