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A PROFILE OF EUROMONITORS GLOBAL SHOPPER

TYPES
SEPTEMBER 2016

Introducing Euromonitors shopper types analysis


Going beyond demographics to categorise shoppers

Why segment
shoppers into
different types?

The latest in its proprietary consumer types research series,


Euromonitors Shopper Types analysis focuses on shopping habits and
preferences to profile like-minded consumers and help companies better
understand and appeal to cohesive consumer segments in their target
market.
By going beyond typical demographic-based segmentation, such as age
or gender, and grouping consumers based on shared shopping habits
and preferences, companies can better develop products and marketing
campaigns that resonate with key customers.
This report provides an overview of the five global shopper types.
Additional consumer types reports can be found in the Passport
Lifestyles system and include in-depth profiles of country-specific
shoppers in the following markets:
Brazil

Germany

Russia

China

India

United Kingdom

France

Japan

United States

More information on Euromonitors shopper segmentation methodology


can be found at the end of this report.

Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 2

Key traits of the five global shopper types


Conspicuous Consumer (13%*)

Social Experimenter (18%)

Brand-conscious

Will buy on impulse if they find


the right product

Highly influenced by ads

Look to consumer reviews and


peer recommendations

Tech-savvy
Very concerned about status

Enjoy treating themselves and


others
Open to trying new brands

Thrifty Bargain-hunter (23%)


Look for great value
Enjoy shopping and
researching deals
Ignore hype and status-based
claims
Willing to buy private label

No-frills Saver (26%)

Thoughtful Planner (20%)


Think carefully before buying

Extremely thrifty

Rely on peer recommendations


Loyal to trusted brands

Get in and out of stores as quickly


as possible

Save rather than splurge

Ignore advertising
Prefer brick-and-mortar

*Percentages shown refer to percent of global respondents in each shopper type


Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 3

Exploring the habits of global shoppers


The following slides compare the five global shopper types throughout the path to purchase, focusing in
on the stages where brands and companies can capture their target market by giving consumers a reason
to shop, sharing product information and ads through the most effective channels, and ensuring that
product features and pricing align with the desires of key customers.

Before the store

Who enjoys shopping


most?
Are spending habits
tied to concerns about
personal status?

Finding an
excuse to shop
Who uses travel, gift
giving, or self-treating
as an excuse to shop?

Online and
mobile options at
checkout
Who prefers the
convenience of mobile
shopping on the go to
online shopping via
computer?
Euromonitor International

Buying on
impulse vs
planning ahead
Who plans purchases
in advance? Who buys
on impulse?

Filling the
shopping cart
Who cares about low
prices above all else?
Who looks for brand
name products or
goes green?
GLOBAL SHOPPER TYPES

Using technology
for product
research
Who refuses to buy
without first
conducting research
on their mobile phone
or computer?

Looking for
guidance from
brands and
consumers
Who is influenced by
social media sources?
Who looks to friends
and family for input?

PASSPORT 4

Before the store


Who enjoys shopping most? How do status-seeking and spending habits vary?
Even before they set foot in a store, consumers around the world differ greatly in
their attitudes toward shopping, spending and status.
Some, like Conspicuous Consumers, love to shop and purchase items that convey
success and status. No-frills Savers, by contrast, avoid shopping whenever
possible and opt to save rather than spend extra cash.

Most concerned with


status
Conspicuous
Consumer

Prefer to save

No-frills
Saver
Thrifty
Bargain-hunter
Social
Experimenter

Thrifty
Bargain-hunter

Thoughtful
Planner

Enjoy shopping

Social
Experimenter

Avoid shopping

Thoughtful
Planner
No-frills
Saver

Conspicuous
Consumer

Least concerned with


status
Prefer to spend

Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 5

Finding an excuse to shop


Who loves giving gifts? Do some
types buy for themselves or only for
others? Do shopping options impact
choice of travel destinations?
Thoughtful Planners and No-frills
Savers rarely treat themselves or
others with gifts and do not consider
shopping an important part of travel.
Social Experimenters and Thrifty
Bargain-hunters also avoid choosing
vacation destinations based on
shopping options, but love to buy
gifts for friends, families and
themselves.
While Conspicuous Consumers buy
gifts for others, they are also prone
to treating themselves especially
on vacation: these shoppers see
travel as a great way to try new
stores and will research local
retailers and shopping districts when
deciding on a destination.

Euromonitor International

Travel-based
Shopping

Shopping
for Gifts

Selftreating

Conspicuous
Consumer

Shopping options
guide my choice
of destination

I sometimes buy
gifts for loved
ones

I love to buy
myself something
nice

Social
Experimenter

I dont pay much


attention to travel
shopping options

I love buying
gifts for friends
and family

Why not treat


myself with a gift
or two?

Thrifty
Bargain-hunter

I travel to see
new things, not
buy new things

It makes me
happy to treat
others with gifts

I treat myself
when I think I
deserve it

Thoughtful
Planner

I rarely travel just


for the stores

Gift-giving is not
a high priority
for me

I dont often buy


myself treats

No-frills
Saver

Holidays have
nothing to do with
shopping

I hardly ever buy


presents for
friends or family

Id rather spend
money on the
things I need

GLOBAL SHOPPER TYPES

PASSPORT 6

Buying on impulse vs planning ahead


Who plans purchases in advance and who buys on impulse?
Impulse buyers often have very different shopping habits than those who carefully plan all of their purchases in
advance. Below is an exploration of where global shopper types fall on the impulse-to-planned spectrum.
Brands and retailers can reach impulse buyers, like Social Experimenters, Conspicuous Consumers and Thrifty
Bargain-hunters, with in-store promotions or suggestions of products that complement what is already in the
shoppers cart.
In order to reach Thoughtful Planners and No-frills Savers, brands should offer easily accessible product
information and pricing both in-store and online. And because these consumers look to real-life users for shopping
recommendations (as explored on the next slide) companies should also pay close attention to customer reviews
and feedback.

I plan my
purchases
in advance

Thoughtful
Planner

No-frills
Saver

Euromonitor International

Social
Conspicuous
Consumer Experimenter

I often make
impulse
purchases

Thrifty
Bargain-hunter

GLOBAL SHOPPER TYPES

PASSPORT 7

Using technology for product research


How do shoppers use mobile and computer-based technology to research potential purchases?
Whether researching a purchase from home or making a last-minute decision in-store, mobile and computerbased technologies offer consumers an enormous breadth of product information.
Conspicuous Consumers rely heavily on technology to guide purchase decisions and often complete the
transaction while online (see slide 14 for more on online shopping habits).
Social Experimenters and Thrifty Bargain-hunters also use technology to research products, but feel a bit more
comfortable doing so on their computer instead of their phone.
No-frills Savers prefer to rely on input from friends and family rather than online sources and rarely turn to
computers or phones to research a purchase.
Monthly Use of Technology for Product Research, by Global Shopper Type
80%
70%
60%
50%
40%
30%
20%
10%
0%
Visit a price comparison
website on a computer

Read reviews of products or Compare prices using a Read reviews of products or Follow or "like" a company
services on a computer mobile phone while in store services on a mobile phone
on social media

Conspicuous Consumer

Euromonitor International

Social Experimenter

Thrifty Bargain-hunter

GLOBAL SHOPPER TYPES

Thoughtful Planner

No-frills Saver

PASSPORT 8

Looking for guidance from brands and consumers


Who looks to traditional sources of marketing for guidance on what to buy? Who is more influenced by digital
media or input from friends and family?
Conspicuous Consumers are receptive to all kinds of marketing. Even celebrity endorsements far less influential
among others sway this type of shopper. Social Experimenters are also influenced by a variety of sources, but
care most about the opinions of other consumers, whether on social media, user reviews or a personal
recommendation. Thrifty Bargain-hunters also prioritise recommendations from people they know; paid advertising
has little impact on this group.
Traditional
Marketing

Social
Media

Digital
Marketing

Celebrity
Endorsements

Other
Consumers

High
Influence

Friends, Family,
Self
High
Influence

Low
Influence

Low
Influence

Conspicuous Consumer

Euromonitor International

Social Experimenter

Thrifty Bargain-hunter

GLOBAL SHOPPER TYPES

Thoughtful Planner

No-frills Saver

PASSPORT 9

Filling the shopping cart: Flexibility, loyalty, and status


Filling the
Shopping Cart
When selecting a product
off the shelf, shoppers
prioritise different
qualities and features.

Which shoppers are most brand-conscious? Who is the most experimental?


Conspicuous Consumers, Social Experimenters and Thrifty Bargain-hunters are
especially prone to trying new products especially those on sale.
While Social Experimenters and Conspicuous Consumers gravitate toward wellknown brand names, Thrifty Bargain-hunters will give unbranded products a try too.
In contrast, No-frills Savers and Thoughtful Planners stick with the same, likely
unbranded, products that they usually buy.

Key considerations that


factor into shopper
decisions include:
Flexibility, loyalty, and
status
Price and brand
priorities
Special features
Green considerations

I like to try new


products

Thrifty Bargainhunter
Social
Experimenter

I prefer
unbranded
alternatives

No-frills
Saver

Conspicuous
Consumer

I prefer brand
names

Thoughtful
Planner

I stick to the same


products
Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 10

Filling the shopping cart: Price and brand priorities


Who cares about low prices above
all else? Who is willing to trade
price for a well-known brand?
Most global shoppers are highly
value-oriented, with Thoughtful
Planners and No-frills Savers the
most inclined to prioritise value over
status.
By contrast, Conspicuous
Consumers are the most likely to
splurge on higher-priced goods.
Thrifty Bargain-hunters and even
Social Experimenters want the best
of both worlds: these shoppers look
for great quality at a great value.
Brands and retailers can entice
them with sales or special offers on
higher-end products, capitalising on
this groups willingness to splurge
on brand name goods in some
categories and save in others with
private label purchases.

Conspicuous Consumer

Euromonitor International

Low price
0%

75%

Value for money


75%

0%

Strong or well-known brand

0%

75%

Premium or luxury brand

0%

75%
*Showing percent selecting
as a desired product feature

Social Experimenter

Thrifty Bargain-hunter

GLOBAL SHOPPER TYPES

Thoughtful Planner

No-frills Saver

PASSPORT 11

Filling the shopping cart: Green considerations


How do different global shopper types prioritise environmental and sustainable features?
Most global shoppers, particularly Conspicuous Consumers, try to make choices that have a positive impact on the
environment, and that includes choosing products based on their green credentials.
Global shoppers are most inclined to look for green features when purchasing fresh food. But while all shoppers
seek the all natural claim, other green features appeal to some more than others.
Eco-Attitudes

Top 3 Green Product Combinations


Interest in feature / Willingness to pay more

Conspicuous Consumer
I consider myself an environmentalist and I am willing to
pay more for many green features

Social Experimenter
Global issues like climate change are not as important to
me as serving safe, healthy foods to my family

Thrifty Bargain-hunter
I care about sustainability, but avoid spending more on
green products

Thoughtful Planner
Though I stick with brands I know and trust, I sometimes
check for eco-friendly features

No-frills Saver
Saving money is more important to me than seeking out
expensive green product features

Euromonitor International

#1

#2

#3

All-natural fresh
food:
46% / 40%

All-natural soft
drinks:
38% / 32%

All-natural
packaged food:
36% / 29%

All-natural fresh
food:
47% / 36%

Non-GMO fresh
food:
34% / 24%

All-natural
childrens products:
34% / 30%

All-natural fresh
food:
51% / 35%

Non-GMO fresh
food:
40% / 26%

Hormone-free fresh
food:
35% / 22%

All-natural fresh food


42% / 30%

Non-GMO fresh
food:
32% / 21%

All-natural
packaged food:
31% / 22%

All-natural fresh
food:
39% / 28%

Non-GMO fresh
food:
29% / 19%

Locally-sourced
fresh food 28% /
18%

GLOBAL SHOPPER TYPES

PASSPORT 12

Online and mobile options at checkout


Which shoppers still primarily use their computers to shop online? Who embraces mobile options?
Computer and mobile phone access is widespread among many global shoppers, although not all have the same
level of online shopping enthusiasm or comfort.
Conspicuous Consumers are the most avid digital shoppers and are more comfortable with mobile shopping than
any other; in fact, they are more likely to buy something via phone than via computer.
The other three global shopper types occasionally buy online, but they favor computers over smartphones. In
addition, some of these consumers, especially No-frills Savers, generally feel more comfortable buying things in
person rather than online.

Weekly Online Shopping


Conspicuous Consumer: 49%
Social Experimenter: 30%
Thrifty Bargain-hunter: 27%
Thoughtful Planner: 23%
No-frills Saver: 22%

Euromonitor International

GLOBAL SHOPPER TYPES

Weekly Smartphone
Shopping
Conspicuous
Consumer: 56%
Social Experimenter:
27%
Thoughtful Planner:
20%
Thrifty Bargainhunter: 18%
No-frills Saver: 14%

PASSPORT 13

More on Euromonitor shopper types and consumer segmentation


The following slides provide additional information on
Euromonitors Shopper Types analysis, including:
Distribution of global shopper types across nine key
markets
Where you can go for more in-depth analysis on countryspecific shopper types
Evolution of Euromonitors consumer segmentation from
2011 to 2015
Overview of the Global Consumer Trends tracking survey
Cluster analysis methodology used to create the 2015
shopper types profiled in this report

Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 14

Where do the global shopper types live?


United Kingdom

Germany

Conspicuous Consumer 7%
Social Experimenter 15%
Thrifty Bargain-hunter 27%
Thoughtful Planner 19%
No-frills Saver 32%

Conspicuous Consumer 9%
Social Experimenter 24%
Thrifty Bargain-hunter 27%
Thoughtful Planner 25%
No-frills Saver 15%

Conspicuous Consumer 6%
Social Experimenter 16%
Thrifty Bargain-hunter 20%
Thoughtful Planner 28%
No-frills Saver 30%
China
Conspicuous Consumer 16%
Social Experimenter 15%
Thrifty Bargain-hunter 27%
Thoughtful Planner 13%
No-frills Saver 29%

United States

France

Conspicuous Consumer 11%


Social Experimenter 19%
Thrifty Bargain-hunter 25%
Thoughtful Planner 19%
No-frills Saver 26%

Conspicuous Consumer 8%
Social Experimenter 20%
Thrifty Bargain-hunter 20%
Thoughtful Planner 19%
No-frills Saver 34%

Japan

India
Brazil
Conspicuous Consumer 22%
Social Experimenter 19%
Thrifty Bargain-hunter 21%
Thoughtful Planner 17%
No-frills Saver 20%

Euromonitor International

Russia

Conspicuous Consumer 25%


Social Experimenter 16%
Thrifty Bargain-hunter 21%
Thoughtful Planner 16%
No-frills Saver 22%

GLOBAL SHOPPER TYPES

Conspicuous Consumer 17%


Social Experimenter 16%
Thrifty Bargain-hunter 15%
Thoughtful Planner 22%
No-frills Saver 30%

PASSPORT 15

Using shopper traits and habits to segment consumers

The Shopper Types report series explores the habits and preferences of different types of shoppers in
nine markets around the world, helping companies and brands better target their core customers by
answering the following questions (and more!):

Which shoppers need to be given a concrete reason to spend money and which ones will jump at any
excuse to visit the store?

Which shoppers can still be influenced by traditional print and TV advertisements? Who gravitates
toward the recommendations of peers on social media or new location-based mobile ads?

Which shoppers take action by seeking out green and sustainable product features, rather than
ineffectually worrying about the environment and global warming?

Visit Euromonitor.com or the Passport Lifestyles system to find in-depth country-specific Shopper
Types reports for the following markets:

Brazil
China
France

Euromonitor International

Germany
India
Japan

Russia
United Kingdom
United States

GLOBAL SHOPPER TYPES

PASSPORT 16

Euromonitor consumer segmentation, 2011 to 2015


Euromonitor segmentation work: using consumer types to go beyond demographics
While many companies often identify market segments using demographics alone, few would agree that
consumers are neatly defined by age, gender, or income. To overcome this issue, Euromonitor goes beyond
standard demographics and has created an ongoing series of distinct, personality and habit-driven consumer
types at both the global and country level.
In-depth reports profiling these types, including country-specific shopper types building on the five global shopper
types introduced in this report, are available exclusively in the Passport Lifestyles system.
2011 Consumer Types

2013 Consumer Types

2015 Shopper Types

4 global consumer types

45 country-level consumer types,


grouped into 7 global-level categories

45 country-level shopper types,


grouped into 5 global-level categories

Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 17

Overview of Global Consumer Trends survey methodology


Euromonitors shopper types and other consumer types segmentation research is grounded in cluster analysis of
the results of its Global Consumer Trends survey, conducted in 2011, 2013, 2015, and annually thereafter.
Focus and Design

Fielding

Data Cleaning

The Global Consumer Trends


survey covers seven areas of
consumer life: Healthy Living,
Eating and Drinking,
Shopping, Technology, Green
Influences, Spending, and
Personal Traits and Values

A diverse set of online panellists


in nine countries were invited to
participate between June and
July 2015

Only unique, complete


responses to the Global
Consumer Trends survey
questionnaire were used in
analysis

Survey, design, execution and


analysis were developed
collaboratively across teams
within Euromonitor
International, in conjunction
with outside sample partners

Panellists were pre-screened to


ensure that the sample matched
each countrys population
according to nested quotas for
age (from 16 to 65+, in 5-year
increments) and gender

After data cleaning of


respondents with duplicate IP
addresses, illogical responses,
and responses with fast
completion times, 16,342 of
responses were retained for
analysis: over 1,800 in each
country

All surveys were completed in


local languages across the
nine markets studied: Brazil,
China, France, Germany,
India, Japan, Russia, UK and
US
Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 18

Cluster analysis methodology in detail


Choosing the consumer trait inputs

Identifying the consumer type clusters

After extensive work with the Global Consumer


Trends survey dataset, Passport Survey identified a
subset of questions that encapsulated and
differentiated a wide range of shopper attitudes and
behaviors within each of the nine countries surveyed

Drawing on the key subset of questions, a series of


k-means cluster models were fit to the data in each
country (5 clusters)

Questions focused on the several aspects of


shopping within the Global Consumer Trends survey,
including: enjoyment of shopping, personal status
concerns, interest in new products, receptiveness to
ads, and factors that impact purchase

Relative sizes of clusters were also considered


In this way, the five cluster model was ultimately
determined to be the best fit

The 28 shopping-related questions formed the


core of the clusters
Demographic traits were not used in the analyses;
any prevalence of consumers from a particular
demographic within one cluster is due to
respondents other shared characteristics

Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 19

Passport Lifestyles
This free report extract is part of our Shopper Type
series in Passport Lifestyles, helping decode your
customers and providing insight into who to target and
why. With global research and analysis of consumer
attitudes and behaviours, Passport Lifestyles supports
decision-making at all levels.
Key highlights
Annually updated and tracked consumer survey
data from developed and emerging markets,
covering the eight major areas of consumer life,
from eating and drinking to spending and saving
Examination of consumer traits associated with
themes from a global and regional perspective
Compare and understand consumer behaviour,
attitudes and trends in 80+ countries
Strategic topic-based and segment-focused
briefings investigate consumer trends across
markets, from home cooking to young mens
grooming to mothers, in addition to Euromonitor
Internationals proprietary consumer types

Euromonitor International

GLOBAL SHOPPER TYPES

PASSPORT 20

FOR MORE CONSUMER DATA AND ANALYSIS:


Purchase the full Shopper Types by Country reports:
http://euromonitor.com/consumer-trends-and-lifestyles
Request a free personalised demonstration of Passport Lifestyles:
http://go.euromonitor.com/passport-demo-request

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