What is my consumer profile?

When it comes to consumption, each person makes different choices before, during and after the purchase of goods and services.

What motivates these choices? What influences the way you respond to your needs and wants?

This 16‐question test will help you get a better idea of which consumer profile fits you.

For each question, select the answer that best describes you.

Take note! This test has no scientific value. It is a tool that you can use to start a process of reflection that will deepen through your study of the issue.

My purchasing decisions are influenced by . . .

a) what my friends, salespeople and social media say.

b) the features of the product or service and the price I am able to pay to acquire it.

Making a budget for expenses is . . .

a) for people who have financial problems. In my case it is not necessary.

b) useful for controlling my expenses. The budget allows me to calculate my income, to know how much I spend, and it helps me save.

When I window‐shop, I sometimes tell myself . . .

a) “Ah! If I had the money . . .”

b) “Oh, why not? I deserve it!”

Before going to the mall . . .

a) I always prepare a list of the purchases I have to make.

b) I tell myself I’ll see what I need once I get there.

Before making a major purchase . . .

a) I research the features of the product or service, including warranties and the services related to it.

b) I don’t do anything in particular, because I know what I want and nothing will influence my decision.

Before making a major purchase . . .

a) I visit online discussion forums about the product, I ask questions or I search for product‐comparison websites.

b) I get information from the salespeople (who know the product well), or I trust my instinct.

Before purchasing seasonal clothes (shoes, coats) . . .

a) I don’t compare prices. I don’t have time to lose on checking for sales.

b) I consult flyers, I look for discounts, I visit liquidation centres or I wait for end‐of‐season sales.

When I purchase a good or a service, I verify the amount I’m being charged, because I know the Price Accuracy Policy.

a) No . . . What is this policy?

b) Yes, I verify that the price on the bill is the right one. That’s why I hold on to my receipt after every purchase.

Discount coupons and online promotional codes . . .

a) are such a waste of time! I don’t use them.

b) are a great opportunity to pay less! I use them.

Rental or sales contracts . . .

a) take too long to read. If we were getting ripped off, we would hear about it in the media. Why waste time reading them?

b) take a long time to read, but I take the time to try to understand them.

During sales periods . . .

a) I buy items on sale that I plan on using.

b) I take the opportunity to stock up without asking myself if I’ll need the items I’m purchasing.

“Buy now, pay later” offers . . .

a) are really practical. If I don’t have the money now, I tell myself I’ll have it later.

b) should be avoided. I prefer to wait until I’ve saved up the money needed to purchase the good.

After making a purchase . . .

a) I often don’t use the good that I bought.

b) it’s rare that I don’t use the good that I bought.

Receipts for my purchases . . .

a) are useless: I put them in the recycling bin when I get home.

b) are useful: I hold on to them for a few days, or even a few months or a few years if the purchases are more expensive.

If a product I bought does not satisfy me . . .

a) I go out and buy another one.

b) I return to the place I bought it within the time frame specified on the receipt to exchange it, get a store credit or obtain a refund.

When I do spring cleaning of my wardrobe and of my other belongings . . .

a) I consider whether I can put them to another use. Otherwise I recycle them, or give them to someone I know or to a community organization.

b) I throw them out. You can’t give away used clothing, especially if it’s no longer in style.

Please answer all questions before submitting.

Your score: 0 points

You correspond to PROFILE A

Take note! If you got 14 to 18 points, you may fit either profile A or B. We recommend in this case that you read both profiles.

PROFILE A — 0 to 16 points

Consumer profile: impulsiveness

You demonstrate impulsiveness! You seem like you are more likely to spend than to save. Your purchases are influenced by the way products are presented, by advertising, fashion trends, aesthetics or your social circle. You do not always take the time to reflect before making a purchase. Instead, you look for instant pleasure. Your shopping process lacks planning and could lead you to fall into debt.

To ensure you make sound decisions, you should try harder to distinguish between your needs and your wants, and draw up a budget with realistic goals. Here are a few useful questions:
Do you really need the product or service that is tempting you?
Is it possible for you to delay your purchase and wait for a sale?

PROFILE B — 17 to 32 points

Consumer profile: vigilance

You demonstrate vigilance! You think about the purchases you want to make beforehand, taking into account your needs and your budget. Your purchases are primarily made to meet needs, and not to satisfy your wants or to follow trends. You take the time to inform yourself before making your purchases. You get the most for your money by comparing prices and reading comments and recommendations. You are aware that you have certain rights as a consumer.