Using Buyer Personas to Better Understand the Barbadian Consumer

Abstract

This paper constructs three (3) basic Barbadian buyer personas and provides thirteen (13) suggestions for local businesses. Using a survey approach, the paper found that local businesses should: (1) mix traditional and digital advertising methods whenever possible; (2) include image advertisements with information about products or services in marketing campaigns; (3) keep social media websites and company websites up-to-date; (4) use Instagram, Facebook, email and WhatsApp to engage with Barbadians; (5) build brand advocates instead of loyal customers; (6) make information about products and services readily available to Barbadians; and (7) commit to answering social media and email messages timely. These results will help companies to better understand the Barbadian consumer hence improving their digital marketing efforts and return on investment (ROI).

Keywords: buyer persona, Barbadian consumer, digital marketing, traditional marketing, consumer behavior, social media, Barbados.

DOI: 10.7176/JMCR/79-04

Publication date:May 31^st 2021