Consumer behaviour timeline

Consumer behaviour timeline

1950’s -1960’s

(The irrational consumer)

·           The years immediately following the war were a booming period for pattern book sales. Consumers purchased wallpaper as relief from the plain walls of the stark modern interior that they were rationed to have during the war.

·           Advertising changed consumer behaviour in the 1950’s; TV, radio and print media were packed with the ‘buy this now’ ideal. These post-war consumers jumped at the chance to buy whatever they wanted, whenever they wanted.

1970’s- 1980’s

(The loyal consumer)

·           A recession in the UK changed people’s luxurious buying habits and made them more considerate when it came to purchasing. These consumers were receptive to products or services that consciously met his or her needs. They would actively search for information about the products and services they bought.

·           The 80’s saw a rapid growth in supermarkets, consumers could buy soft furnishings and their groceries at the same time, and this posed a threat to the pattern book.

·           The 80’s was also the era for consumer loyalty; most people found a brand they loved and stuck with it e.g. ‘I am a Marks and Spencer’s shopper’ tagline.  Furthermore, loyalty schemes where consumers received rewards for their repetitive purchases were also popular at this time.

1990’s-2000

(The credit card consumer)

·         The 90’s saw consumer spending at an all-time high and a pay now, think later approach. Consumers were more than happy to splurge with their credit cards.

·         The 90’s saw consumers with access to the internet in their own homes and access to a new array of information. They could research a product or service like never before.

2001+

(The tech-savvy consumer)

·         Consumers are instantly online, with smartphones and tablets allowing them to shop anywhere and everywhere.

·         The internet has provided consumers with another outlet for shopping; they have more choice now than they have ever before. The internet provides them with competitive prices, reviews of tested products and unlimited access to information so they can really understand something before they buy.

·         This has added a new dimension to the consumer purchasing journey; show-rooming allows consumers to look in-store and then go away and research and buy it cheaper online.