Consumer Types in South Korea

June 2022

Consumer types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers. This report includes in-depth profiles of the five consumer types in South Korea.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in South Korea report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in South Korea report answers:

  • How is the consumer mindset in South Korea changing? In South Korea, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in South Korea purchase decisions?
  • Where and how do consumers shop in South Korea?
  • What health-related activities do consumers in South Korea participate in?
  • What megatrends should I focus on in South Korea (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?

Introduction to consumer types

Scope
Why segment consumers by type?
Breakdown of consumer types in South Korea

Shopping habits of consumer types in South Korea

Who is the Minimalist Seeker?
Minimalist Seeker : Demographic profile
Minimalist Seeker: Values and influences
Minimalist Seeker: In-store and online shopping motivations
Best ways to target the Minimalist Seeker
Who is the Cautious Planner?
Cautious Planner : Demographic profile
Cautious Planner: Values and influences
Cautious Planner: In-store and online shopping motivations
Best ways to target the Cautious Planner
Who is the Secure Traditionalist?
Secure Traditionalist : Demographic profile
Secure Traditionalist: Values and influences
Secure Traditionalist: In-store and online shopping motivations
Best ways to target the Secure Traditionalist
Who is the Impulsive Spender?
Impulsive Spender : Demographic profile
Impulsive Spender: Values and influences
Impulsive Spender: In-store and online shopping motivations
Best ways to target the Impulsive Spender
Who is the Undaunted Striver?
Undaunted Striver : demographic profile
Undaunted Striver: Values and influences
Undaunted Striver: In-store and online shopping motivations
Best ways to target the Undaunted Striver

Demographic breakdown

Age and gender
City size and parental status
Education

DEMOGRAPHIC BREAKDOWN

Employment (1)
Employment (2)
Income

Research Overview

Voice of the Consumer: Lifestyles Survey
Euromonitor International’s Consumer Types series
How do we create our Consumer Types?
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