top of page

Exploring My Consumer Type: A Journey Through Lifestyle and Choices

Writer's picture: Jessica DiazJessica Diaz

Explore how my outdoor passion influences my consumer decisions, blending adventure with modern comforts.


By Jessica Diaz - Marketing Journalist

Monday, September 23, 2024

Jessica Diaz paddle-boarding by Carrot Island near Beaufort, NC in the United States of America.   Photo taken summer of 2024 by Dustin Diaz

Jessica Diaz paddle-boarding by Carrot Island near Beaufort, NC in the United States of America.

Photo taken summer of 2024 by Dustin Diaz

 


In today's fast-paced world, understanding our consumer behavior is more important than ever. As an active outdoor enthusiast with an deep appreciation for the comforts of modern life, I find my consumer identity uniquely shaped by my experiences, preferences, and values. From paddle-boarding on sunlit waters on the Crystal Coast in North Carolina to enjoying a cozy evening at home recovering, my lifestyle reflects a balance that influences not only how I spend my time but also how I spend my money.


I want to do a deep dive into the intricacies of my consumer type, examining the psychological and demographic factors that drive my purchasing decisions. Whether it's investing in high-quality outdoor gear or opting for the latest tech innovations, each choice is a reflection of my identity as a millennial achiever who values both adventure and comfort. Join me as I explore what defines my consumer behavior, the brands I trust, and the experiences that resonate with my lifestyle. Let’s uncover the motivations behind my choices and how they shape my everyday life.



JessTrail Running near New Bern, NC in the United States of America. Photo taken winter of 2022 by Jessica Diaz.
JessTrail Running near New Bern, NC in the United States of America. Photo taken winter of 2022 by Jessica Diaz.

Consumer Type


Personality. I am active and an outdoor enthusiast. I enjoy the balance between outdoor activities like paddle-boarding and running. I also appreciate the comforts of home, modern life, and luxuries. 


Consumer Lifestyles. In other words, the way I live and spend my money (Babin, 2021). I am the outdoors type that also enjoys the comforts of home. I place value in experiences and the latest technologies. This includes outdoor gear like shoes or tech products like smartwatches and iPhone. 



Psychographics


  • European tourism industry lifestyle segment profile. Hedonistic. Our household loves the newest Apple product and pay for an Apple music subscription. We also enjoy visiting cities like Washington D.C. or Miami, FL. We do try to go west over to Raleigh as often as we can.  


  • VALS Segment. Achievers. I consider myself an achiever, my life revolves around my family, career, and running or other outdoor activities. I often participate in racing events on road and trail. The products that I seek out to purchase are more specialized and I like to purchase more valuable products. For example, I invest in specific brands of running shoes and socks as well as fitness tech products like watches. 



Demographics


Demographics are observable, often statistical data points like age, gender, family size, income, or occupation (Babin, 2021).


Jessica Diaz paddle-boarding by Carrot Island near Beaufort, NC in the United States of America.   Photo taken summer of 2024 by Dustin Diaz
Jessica Diaz paddle-boarding by Carrot Island near Beaufort, NC in the United States of America. Photo taken summer of 2024 by Dustin Diaz
  • Age. Born in the early 1980’s. Generation Y/Millennial. 

  • Psychological Age. 40 is the new 20. 

  • Gender. Cisgender, Female, born female. 

  • Family Size. Small nuclear family of three. Mom, stepdad, daughter and two large dogs. 

  • Occupation. Marketing. Experienced based in the fitness and wellness industry revolving around gym management. Worked with both large and small gyms. Worked with national franchises (several locations). Worked with mom and pops, dietitian offices, and massage therapists. Worked with personal trainers, yoga studios, and yoga instructors.

  • Ethnicity. I am mostly white, but I have some American Native American heritage. My husband is white and Chilean, his father was born in Chile. Still, most of the time people just assume that he is white. 

  • Income. Middle Class.  



Starbucks in Morehead City, NC in the United States of America.  Photo taken 2019 by Jessica Diaz.
Starbucks in Morehead City, NC in the United States of America. Photo taken 2019 by Jessica Diaz.

Influence on Buying Decisions 


Brand Reputation. I also consider myself as a brand loyalist. I purchase a Starbucks coffee each morning and sometimes again in the afternoon. I also purchase only Apple products whether it’s a smartwatch, phone, earbuds, or a computer. I have tried other products in the past and Apple has never let me down. Their products always just work. I learned to fix computers over a decade ago. I do not enjoy using that knowledge. When I own Apple, I don’t have to. When I convince my workplace to only purchase Apple products, I don’t need to use computer repair knowledge. The price tag is higher, yes. You get what you pay for. I prioritize brands known for quality and performance, especially in outdoors, fitness, and tech products. 


Peer Recommendations. I often trust feedback from friends or like-minded athletes like other fitness enthusiasts, runners, or paddle-boarders. 


Experience-based Marketing. I enjoy engaging with advertisers or promotions that align with an active lifestyle, they strongly influence my buying decisions. For example, the vendor booths or sections at pre-race events called expos. At these events, runners can pick up their packets and then walk through the maze of vendors before leaving. All kinds of gear can be purchased here, name brands often at a discounted price for the event. 



Stage Leading to Purchasing Decisions 


Evaluation of Alternatives. Once I see something I like, I will then compare with similar products or services. This is what is known as the third step in the decision-making process (Babin, 2021). My resources often include documentation about the features, quality, and customer reviews often looking for specialized reviews from users that also enjoy an active lifestyle like myself. 



Jessica Diaz paddle-boarding by Carrot Island near Beaufort, NC in the United States of America. Photo taken summer of 2024 by Jessica Diaz.
Jessica Diaz paddle-boarding by Carrot Island near Beaufort, NC in the United States of America. Photo taken summer of 2024 by Jessica Diaz.

Influence of Marketing Research and Design 


Aesthetic Appeal. I am a sucker for well-designed marketing, sleek and attractive marketing tends to catch my attention. For instance, I was drawn to Boté boards due to the appealing color palette and engaging video. The video featured a dog just like mine riding the board with a young girl. I believe that they are selling the active-outdoors lifestyle. 


Informational Content. I will even go so far as to seek out marketing materials that contain informative content about the product or service benefits. The presentation, quality, and details contained in this information can intensely influence my decision. Again, using the example of Boté, their library of videos contains several videos about the feature of the paddle-board as well as all the option attachments or complimentary products. 


Post-Purchase Behavior 


Satisfaction and Loyalty. I tend to evaluate my satisfaction based around the product’s performance and the customer service response should any issues arise. A positive experience often leads me to become a loyal customer of that brand and recommend it to others. 


Social Sharing. If something really impresses me, I like to share my thoughts about it on social media. 


As I reflect on my consumer journey, it’s clear that my choices are deeply intertwined with my active lifestyle and appreciation for quality. Each purchase, whether it’s the latest Apple gadget or specialized outdoor gear, is not just a transaction but a step toward enhancing my experiences and fulfilling my aspirations.


Understanding my consumer type has illuminated the values that guide my decisions—brand loyalty, peer recommendations, and the pursuit of products that align with my passions. This journey isn’t just about what I buy; it’s about how those choices enrich my life and contribute to my identity as an outdoor enthusiast and a dedicated professional.


By embracing this understanding, I can make more informed decisions that resonate with my values and lifestyle. Ultimately, being aware of my consumer behavior empowers me to navigate the marketplace with intention and purpose, ensuring that each choice reflects who I am and what I stand for. As I continue to explore new products and experiences, I look forward to sharing insights and stories that celebrate this unique journey.


 
Jessica Diaz - Diaz Media Marketing - Marketing Journalist

Jessica Diaz - Marketing Journalist

Jessica Diaz is a dedicated Marketing Journalist and Graphic Designer with over 10 years of professional marketing experience. Currently pursuing a Bachelor of Science in Marketing at Southern New Hampshire University, she is also minoring in Political Science. Jessica's passion for storytelling and design shines through in her work, as she combines her expertise to craft compelling narratives that engage audiences and drive results. When she's not writing or designing, you can find her exploring the latest marketing trends or advocating for social change.

 

References:


Babin, B. J., Harris, E.  (2021-02-11). CB, 9th Edition. [VitalSource Bookshelf 10.3.4].   Retrieved from vbk://9798214339405


Recent Posts

See All

Comentarios

Obtuvo 0 de 5 estrellas.
Aún no hay calificaciones

Agrega una calificación
bottom of page