Explain what distinguishes primary and secondary consumers?
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While the term “consumer” has become synonymous with “customer” these days, the true definition of a consumer is someone who buys something. They don’t have to be a potential client but instead they can be anyone.
A primary consumer is someone who buys something once or even twice. A secondary consumer is someone who purchases something more than once. The primary consumers are usually male and younger whereas the secondary consumers are usually female and older. A secondary consumer typically buys one to two products from a brand per year while a primary marketer works on multiple brands in order to maximize profits for his company.
In the UK, a recent survey showed that over 70% of people are primary consumers of brands while only 10% are secondary consumers. What is meant by a ‘secondary consumer’? It is someone whose primary interest is in the product and not necessarily in the brand itself (e.g., on social media).
The primary consumer is the one that buys a product or service and the secondary consumer is the one who buys it but later decides against buying it.
This distinction should not be treated as simple, clear cut, black and white. The primary customer may go for something that he does not like or doesn’t expect to like; while the second won’t necessarily decide against buying it and may just decide to do so after a period of time has passed. And then there are cases where a company might have both types of customers in parallel. At times, they might not even apply the same criteria of what qualifies as a primary versus secondary consumer.