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Customer Archetype


Also known as customer persona, customer archetypes refer torepresentations that define the customers, their purchasingintentions, goals that drive their purchasing behavior, their way ofthinking, how, where and when they buy (Bechter et al., 2016).All these questions are answered based on comprehensive researchactivities. Customer archetype turned out to be a considerably usefultool in analyzing the market because it provided direct reasonsbehind specific consumer behavior.

One of the main benefits accrued from the use customer archetypes isthe ability to make accurate predictions on consumer behavior. Aslong as the customer archetype matches the behavior of the customers,organizations are likely to active predictions. With activepredictions, the needs and requirements of the customers stand abetter chance to be satisfied on time and in the best way possible.The high accuracy of predictions made using this tool is based on thefact that it focuses on the individual’s lifestyle. As such,customer needs and requirements must be satisfied. Other benefits ofthis tool include the fact that it improves the organization’s viewon the customer (Weir, 2014). Many are the times when the business’perception on the customer is wrong. The customer archetype toolenables the organization to conduct specific comprehensive researchon its customers.

The main limitation of this tool is the fact that the customerarchetype may not match the real lifestyle of the consumer. Casessuch as these are prevalent when research on the consumer isconducted poorly. In such a case, the organization seeks to satisfythe needs and requirements for the wrong consumer.

To wrap things up, the importance of customer archetypes as a tool toanalyze the market cannot be underestimated. The tool is beneficialin understanding the consumer behavior for certain customers or aspecific group of consumers with purported similar characteristics.Customer archetype facilitates the making of accurate decisions. Itslimitations include the high risk of mismatch between it and the reallives of the consumers.


Bechter, C., Farinelli, G., Daniel, R. D., &amp Frey, M. (2016).Advertising between archetype and brand personality. AdministrativeSciences, 6(2), 5.

Weir, K. (2014). Customer Relationship Malevolence: A Reflection onAccounting, Marketing and Customer Valuation. tripleC:Communication, Capitalism &amp Critique. Open Access Journal for aGlobal Sustainable Information Society, 12(2), 838-847.