Basic Consumer

The "Basic Consumer" is a marketing term that identifies the average, generalist and non-specialist consumer. It is the user who primarily looks for functionality, reliability and good value for money in a product or service. They are neither an early adopter nor an industry expert; their purchases are driven by practical and essential needs rather than the pursuit of innovation, luxury or niche performance.

What is it used for / Why is it important

Identifying the basic consumer is crucial for product and pricing strategy. This segment forms the core of the Mass Market and, consequently, often represents the largest slice of sales volumes. Companies aiming for large scale must design products and communications that are accessible, understandable and relevant to this profile, which constitutes the "majority" (early and late) in the curve of innovation adoption.

When is it used / In what context is it useful

The concept is used in market segmentation and in defining the product range. It serves to distinguish the "basic" offering (often entry-level or value for money) from the "premium", "pro" or "expert" one, which is instead aimed at more demanding and competent niches. It is fundamental in the development of products for Large-Scale Distribution or for mass-market services.

Practical example

In the video editing software market:

• The Pro user (e.g., a professional editor) uses DaVinci Resolve Studio or Adobe Premiere Pro and looks for granular colour control and hundreds of formats.

• The Basic Consumer (e.g., a parent editing the school play video) uses iMovie, CapCut or simple software, and only looks for the ability to "cut" the clips, add music and "save the video for WhatsApp" easily.