Individualism in Consumer Behaviour

Individual differences can affect what you buy.
For example, age. Teenagers tend to buy a variety of ‘fashion’ products. These products are usually the ones that are the latest in the market, or are featured in magazines. Older generation tend to use familiar products, maybe products that they’ve used for a long period of time. They show more brand loyalty with their products. They also go for higher end products and ‘stable’ companies that have been around for a long period of time. Maybe not try new things, as they are comfortable with using brands they are familiar with.
Gender can also affect what we buy, too. Women have more disposable products, toiletries, especially make up. They spend a lot of their money on looking good. Whether it be clothing or toiletries. The products they buy are in competition with the same sex. It’s all about ’the longest lashes’ or ’better skin’ when it comes to toiletries. They are a lot more fashion conscious, not necessarily to attract the opposite sex, but to keep up with other females. They go for products that are high fashion, and appear in magazines. Males use products, particularly toiletries, to attract the opposite sex. Although there may be competition between the same sex, this doesn’t seem as big an issue. They go for products that have the ‘cool’ factor. Products that look advanced and are more technological.
Individual tastes can also affect sales. Vegans and vegetarians may only use certain products from selected stores. They don’t go for products that have been tested on animals, so they only shop in stores that have a anti animal testing philosophy. Religion can also affect what consumers buy. For example, Muslims don’t eat pork.
Family life can also affect what people buy. Depending on the size of your family and work, you may not be able to afford the higher end products.