Grouping consumers solely by demographics while looking at their buying behaviour and purchase decision-making can give a skewed view of their daily habits and long-term lifestyle choices. Instead, Euromonitor International’s annual Consumer Types Series looks beyond standard demographics. We’ve profiled distinct personality-driven consumer types at both the global and country level.
Changes in attitudes and habits can be tracked through our Consumer Types Series year-on-year, giving you valuable insight into what consumers want and need, even distinguishing among those in the same demographic group.
Best ways to target the Impulsive Spender
The Impulsive Spender places importance on their appearance and frequently makes impulse purchases to keep up-to-date on the latest trends. Though they somewhat enjoy shopping and do not like spending money, Impulsive Spenders do actively seek bargains which further enable their impulsive spending behaviour.
Companies and brands that clearly outline sales and discounts on well-known, premium and luxury products are likely to resonate with them. These types of deals would be considered great value for money.
Impulsive Spenders do not enjoy shopping. To ensure that brands and retailers are making the most of the Impulsive Spenders spontaneous purchasing behaviour, they need to make sure that mobile, online and in-store platforms are easy and quick to use. Companies and brands should also clearly outline any sales, discounts and bargains. This could enable more purchases as Impulsive Spenders would be able to buy on-trend products at a low price.
Motivations and Preferred Attributes: Impulsive Spender
For additional insights on each of our 10 global consumer types and how to influence their purchase decisions, download 2019 Survey Results Using Consumer Types to Understand the Path to Purchase.