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Strategy Briefing

Consumer Types: Italy

Dec 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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 International’s Survey team look beyond standard demographics to create distinct, personality-driven consumer types. These consumer types incorporate many of the diverse attitudes and habits that separate one person from another, even distinguishing among those in the same demographic group.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Conservative Homebody (30%)

Prefers to follow
Focuses on personal issues such as family and spirituality
Not very image-conscious

Cautious Planner (24%)

Cautious with their money
Rarely makes impulse purchases
More comfortable with traditional methods of commerce

Undaunted Striver (9%)

Image-conscious
Likes to try new things
Tech-savvy

Secure Traditionalist (28%)

Avoids shopping
Avoids strong or premium branded products
Prefers to save rather than spend

Empowered Activist (9%)

Feels they can make a difference
Concerned with global issues
Seeks products with green or eco-conscious labelling

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Introduction to Consumer Types in Italy

Scope

Background on Euromonitor International’s consumer types analysis

Uncovering key consumer types in 21 global markets

Key traits of the five Italy consumer types

Conservative homebody

Secure traditionalist

Cautious planner

Empowered activist

Undaunted striver

Lifestyle Habits and Preferences

Exploring the lifestyle habits and preferences of Italian consumers

Attitudes towards status and consumerism

Trade-offs between spending, time, and ways to simplify life

Exploration of nutrition and exercise across consumer types

Outlook on green labelling and environmental concerns

Dependence on and perceptions of the internet

Reliance on mobile phones

Following Italian Consumers Through the Path to Purchase

Exploring the habits of shoppers in Italy

Path to purchase: conservative homebody

Path to purchase: secure traditionalist

Path to purchase: cautious planner

Path to purchase: empowered activist

Path to purchase: undaunted striver

Understanding online shopping behaviour

Demographic Breakdowns of Italian Consumer Types

Age and gender

City size and parental status

Education and employment

Income

Research Overview

Euromonitor International’s consumer segmentation series

Other 2017 consumer types reports

Overview of Lifestyles survey

Cluster analysis methodology in detail

Cluster analysis survey questions (1)

Cluster analysis survey questions (2)

Cluster analysis survey questions (3)

Cluster analysis survey questions (4)

Cluster analysis survey questions (5)

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Consumer Types: Italy

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Conservative Homebody (30%)

Cautious Planner (24%)

Undaunted Striver (9%)

Secure Traditionalist (28%)

Empowered Activist (9%)

Want to find out more about this report?

Table of Contents

Introduction to Consumer Types in Italy

Scope

Background on Euromonitor International’s consumer types analysis

Uncovering key consumer types in 21 global markets

Key traits of the five Italy consumer types

More on consumer types in Italy

Conservative homebody

Secure traditionalist

Cautious planner

Empowered activist

Undaunted striver

Lifestyle Habits and Preferences

Exploring the lifestyle habits and preferences of Italian consumers

Attitudes towards status and consumerism

Trade-offs between spending, time, and ways to simplify life

Exploration of nutrition and exercise across consumer types

Outlook on green labelling and environmental concerns

Dependence on and perceptions of the internet

Reliance on mobile phones

Following Italian Consumers Through the Path to Purchase

Exploring the habits of shoppers in Italy

Path to purchase: conservative homebody

Path to purchase: secure traditionalist

Path to purchase: cautious planner

Path to purchase: empowered activist

Path to purchase: undaunted striver

Understanding online shopping behaviour

Demographic Breakdowns of Italian Consumer Types

Age and gender

City size and parental status

Education and employment

Income

Research Overview

Euromonitor International’s consumer segmentation series

Other 2017 consumer types reports

Overview of Lifestyles survey

Cluster analysis methodology in detail

Cluster analysis survey questions (1)

Cluster analysis survey questions (2)

Cluster analysis survey questions (3)

Cluster analysis survey questions (4)

Cluster analysis survey questions (5)

Why buy this report?

Want to find out more about this report?

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