Customer vs. Consumer: Is There an Alternative to the Term?

Shopper, Preparer or Eater?

We notice that in published articles and when we first begin working with clients, that they use the words ‘customer’ and ‘consumer’ interchangeably. In this ‘Mini Blog – Customer Vs. Consumer‘ is about using better alternatives.

We believe that this is more than semantics and is a fundamental change in mindset to use the appropriate term. In the case of food – A ‘customer’ is someone who buys the product and the ‘consumer’ is someone who eats the product. For example, Mum buys a Pineapple and her children eat it. Mum is the customer, the preparer and her children are the consumers.

We prefer to use the terms ‘shopper’, ‘preparer’ and ‘eater’ as opposed to customer vs. consumer because, they separate the three groups more easily and they do what they say on the tin, shops, prepares and eats. When you get to washing powder it can be a little more tricky!

 3 pink icons symbolising the shopper, preparer, eater
The shopper, preparer, and eater rather than customer vs. consumer

Consider a Pen Portrait

To help bring this to life within your business, consider a Pen Portrait. A Pen Portrait is a tool that helps you understand your shopper, your preparer and your eater. This enables you to keep them front of mind, and most importantly helps you make better and more informed decisions. Miss Selfridge buyers were once famous in the industry, for having a life-size cardboard cut-out of Rosie, their customer, to remind the buyers, marketers, and rangers of who they were working for.

A pen portrait might be a cardboard cut-out, it might be a one-pager, a doll, or a screen saver. It is in whatever form helps you keep it front of mind and has information that describes them.

What terms do you use when referring to the Customer Vs. Consumer? – Please add a comment below!

To understand more about the ‘shopper’, ‘preparer’ and ‘eater’ to then make better decisions find out more about our Category Management Training and our e learning Category Management course by contacting us:


Related Articles:


Category Management 

e learning Course

e Learning Course Image

Great Related Articles

The Blog

Free e-Assessment

e assessment image

Buy Training Materials

The Shop

YouTube Playlist 

MBM YouTube Videos

Infographics

MBM Infographics

Glossary of Terms

MBM banner for Effective Leadership terms

Weekly Newsletter 

Top Tips Image

Coaching Cards: £7.50

Five coaching cards, four purple and one white

Training Course

Training Courses

You may also like:

Category Management Tips
Business graphs paper and calculator on table

Estimating Numbers: A Tool to Manage People’s Expectations

Estimating Numbers is Hard When There are Many Variables and the Expectation of Everyone is For You to Identify ‘the Number’.…
A pile of foods high in salt sugar and dat

HFSS Foods & Their New Legislation Around the Globe

The New HFSS Foods Legislation? What it Means… As part of the government’s intention to combat childhood obesity, new HFSS…
Top view of Oxford building

OISA: Oxford International Supplier Academy

What is the O.I.S.A (Oxford International Supplier Academy)? This is a subsidiary of Making Business Matter. MBM is a soft…

Written By:

3 Comments. Leave new

  • Never thought of it like this, but splitting them up into 3 groups is a better approach at describing the roles. ++++

  • Think it is essential to identify all the different customers and consumers as its good to know exactly who is the target.

  • Avatar for Andy Palmer
    Samuel Marney
    March 2, 2016 2:40 pm

    Had never thought of this before, but now I realise how important it is to be able to separate the parties as they all have a different role and which party has contact with which.

You must be logged in to post a comment.
Menu