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Global Consumer Types: The Secure Traditionalist

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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 Secure Traditionalist

Secure Traditionalist are very set in their ways and often very frugal in their shopping habits. They do not enjoy shopping and rarely make impulse purchases, often sticking to their usual purchases. They do place a lot of importance on low prices as they value saving money.

Low brand loyalty and a strong focus on price, could potentially make Secure Traditionalists a key audience for new brands, products and private label companies that are competitively priced. To have the most impact on the Secure Traditionalists’ purchasing decisions, these discounts and low prices should be clearly labelled at the time of selection and purchase.

Secure Traditionalists actively try to avoid shopping, brands, and retailers that make the shopping experience as convenient, quick and efficient as possible are likely to have happy and returning customers.

Motivations and Preferred Attributes: Secure Traditionalist

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.

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Euromonitor International 17 September 2021

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