Lego – recognising differences in users and buyers

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LEGO Group, is a Danish toy production company based in Billund. It is best known for the manufacture of LEGO-brand toys, consisting mostly of interlocking plastic bricks. (Wikipedia

LEGO promotion
LEGO promotion

LEGO customersLEGO sells not only a toy, but creativity and emotions. LEGO groups the customers based on the roles undertaken in the decision-making process into several categories, for example: 

  • Users – children
  • Buyers/deciders – parents
  • Influencers/initiators – grandparents

LEGO recognises that users, buyers and influencers, play various roles in the purchase decision-making process. Based on the differences in the behaviour of various roles in purchase decision-making process, company may adapt Marketing Mix decisions. Product decisions are adapted to satisfy “users”, Place and Price —  “buyers”, and Promotion “influencers”.


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