At the Supermarket: different Types of Consumers at Checkout Counter
Arianna Jiménez
By: arijim
Read in 12 minutes

6 Types of Consumers and How to Sell to Each One

Clients are the lifeline of all companies. A business that does not put its customers first is doomed to fail. 

The reality is that it is not enough to simply have a great product, you must understand the other reasons why a customer buys from you. 

73% of consumers choose companies that value their time, according to Simplr, a company that specializes in customer service. That’s what you need to keep customers reeled into your brand.

Understanding the different types of consumers by their habits and preferences will allow you to cater to their specific needs and create a relationship that lasts for many years. 

Hispanic couple smiling outside their shop expecting different types of consumers

Customers should be more than just business

To identify the types of consumers who might buy from you, the first step is to stop thinking of them as dollar signs or just a source of income. Nowadays, it is essential to understand them as people, with different needs and tastes, each with different life circumstances that motivate them to buy for different reasons. 

It is your responsibility, as a business owner, to satisfy their commercial needs and provide them the best shopping experience. 

Sometimes it is difficult to get the capital to implement new processes to improve the customer experience. Small business loans will help you access capital easily and quickly to take action immediately.

Different types of consumers have needs in different areas such as shopping experience (UX), added value or differentiator, among other aspects. 

Top 6 types of consumers

Here’s a list of the main types of consumers with some tips so that you can reach them and satisfy all their needs.

Remember that depending on the type of your business and your industry; you will be able to identify several within your base of regular and potential customers. Just remember that not all businesses can reach all types.

image of a buyer representing different types of consumers: traditional consumer

1. Traditional consumer

As the name implies, they enjoy the traditional shopping experience: going to the store to physically see the products they will buy. 

They are informed customers who already have compared prices and analyzed what they’ll buy days or weeks before actually making the transaction. In a product or service, they look for specific characteristics that meet their particular needs. 

They generally buy products or services from big, well-known brands or businesses they’ve had positive experiences in the past.

How to sell to traditional consumers?

  • Offer prestigious brands that are recognized for their quality.
  • Be direct and practical when describing the benefits and limitations of each product.
  • Do not insist. If you don’t close the sale on the first try, don’t force it, it’s better to focus on giving them excellent customer service; that’s what’ll keep them interested in your business.

image of a buyer representing different types of consumers: indecisive consumer

2. Indecisive consumer

Before closing a purchase, this consumer will visit all the physical or online stores they can to see the products, compare prices, and hear what others have to say. They like to receive advice to help in their decision; they also research every single detail they can. 

If they see any negative comments about the product or service, they’ll probably move on. 

How to sell to indecisive consumers?

  • Always offer to help them throughout the sales process.
  • Pay attention to the smallest details. An orderly store, accepting different forms of payment, offering promotions, and giving good customer service can make them gravitate towards you.
  • Specialized sellers. The knowledge and experience of salespeople will give them the confidence to end their indecision. So, train your employees well.

image of a buyer representing different types of consumers: impulsive consumer

3. Impulsive consumer

The compulsive consumer is always ready to make a purchase. They usually think of their credit card as their best friend. They react to visual or auditory stimuli and enjoy activations. 

This is one of the different types of consumers that every business wants to have. They’re positive and tend to fall in love very quickly with a brand, product, or company, so you need to work hard to keep that interest going.

How to sell to impulsive consumers?

  • Constantly update the products and services you offer. They can become loyal customers if they have new stimuli to stay attracted to your brand.
  • Offer discounts and promos. They love to feel special, so don’t forget the offer exclusive sales and promotions for loyal customers. 
  • Focus on creating a great shopping experience. You do not want to lose this client due to bad communication; make sure that you offer top-notch service in each contact you have with them.

image of a buyer representing different types of consumers: emotional consumer

4. Emotional consumer

This is the buyer who is influenced by their mood when buying. They buy products or services because they feel happy, sad, angry, anxious…

Beyond understanding what they tend to buy with each emotion, the important thing is to become a company that generates trust, a business with which they can have a long-term relationship. 

You must be a brand that understands them for what they are: emotional beings.

How to sell to emotional consumers?

  • Build an emotional connection. Use language that gives them confidence and support. Make them feel loved and valued. Be patient with them.
  • Design reward and loyalty programs. One way to make them feel special is by offering memberships or programs that reward their loyalty with an exclusive product or service. 
  • Create marketing campaigns with elements that motivate their emotions, use images and colors that are friendly and appealing.

image of a buyer representing different types of consumers: bargain hunter

5. Discount consumer (bargain hunter)

Understanding these discount-driven consumers is really easy; after all, the key is in the name, right? 

They look for offers, the best prices, the best cost-benefit. They are experts in all brands and stores because they follow their social networks. They will never miss a sale or promo. 

This type of consumer knows all the ins and outs of all the products; they even have plans B and C to make sure they find the best price.

How to sell to bargain hunters?

  • Generate content that makes them fall in love with your brand and let them know that you have great benefits (and promotions).
  • Offer better prices through subscriptions, memberships, or loyalty cards, so they become permanent clients.
  • Create a community they want to be part of. Provide exclusive content or products in exchange for their constant preference.

image of a buyer representing different types of consumers: proactive consumer

6. Proactive consumer

They are a type of client who gets involved with brands, can become a true fan, and wants to be the first to try new products or services. They use the space for comments or reviews to give feedback or propose new products/services that fit their needs. 

Their opinion is critical because it’s genuine in its interest to help improve the brand. They are true walking advertisements; they are quick to recommend a business that listens to them and makes them feel important.

How to sell to proactive consumers?

  • Conduct market research or surveys and offer discounts for participating in them.
  • Generate a post-purchase follow-up to hear their opinions and take them into account.
  • Use social media as a permanent communication channel with them.

Coming up with effective strategies to get new clients will involve expenses that may not be part of your budget. That’s where business loans come in.

BONUS: New normal, new consumers

The pandemic has changed how people buy. With these altered habits, new types of consumers have emerged, and you shouldn’t ignore them. Make sure to keep these new consumers on your radar, so they become part of your customer base.

image of a buyer representing different types of consumers: ready-for-anything consumer

Ready-for-anything consumer

They are people who, at first glance, seem suspicious or pessimistic. However, that’s not the case. Their goal is to prepare as best they can for another unforeseen situation, like COVID-19. 

They buy in a more informed way and do not skimp on products or services that give them the peace of mind they need. They hardly spend on services or products that do not solve a real need. 

They consider consumption as a necessity and an investment that can improve or maintain their quality of life.

image of a buyer representing different types of consumers: local consumer

Local consumer

These consumers seek to support local businesses rather than big brands. They intend to contribute to the local economy by supporting small businesses. 

Their purchases are influenced by emotional aspects, and they deeply identify with the owners and employees of the businesses in their community. Hashtags like #buylocal or #shoplocal will be your best allies to reel them in.

image of a buyer representing different types of consumers: online consumer

Permanent Online Consumer

Many people used to buy every now and then online, but after quarantines and stay-at-home orders, they switched to buying everything online all the time.

They are still loyal to their favorite stores and brands as long as they can get them online. If they can’t find your business online, they’ll switch to the competition in the blink of an eye, especially if your competitors have a better online presence.

If you don’t have the necessary capital to improve your processes, you can rely on a small business loan to achieve your goals.

Handsome latino business owner ready to help all Types of Consumers

Cater to all the different types of consumers

Regardless of what stage of growth your business is in, knowing and identifying the different types of consumers will help you design more focused strategies. All your areas can adapt to the clients you have, from recruitment to administrative processes and inventory purchase.

Remember that Camino Financial is here to help you can grow your business. Our motto is “no business left behind,” and that is why we love to offer you educational resources to be successful. 

If you want to receive directly into your inbox business strategies that’ll help you become more profitable, subscribe to our newsletter:


Tell us in the comments how many types of consumers does your business has, and how you approach them.


Check if you
qualify for a loan