Consumer Types: The Secure Traditionalist

Global Survey Report

About This Report

Oct 2012

Passport Survey explores the preferences and behaviours of four consumer types across several topic areas including: personal traits, healthy living, shopping and green influences, technology, and eating and drinking. This report focuses on the Secure Traditionalist; other consumer types are explored in four additional reports in the series. Results are based on responses to Euromonitor International’s flagship survey, the Annual Survey 2011, which includes 16,000 online consumers in 8 countries

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Consumer Types: The Secure Traditionalist

Passport Survey explores the preferences and behaviours of four consumer types across several topic areas including: personal traits, healthy living, shopping and green influences, technology, and eating and drinking. This report focuses on the Secure Traditionalist; other consumer types are explored in four additional reports in the series. Results are based on responses to Euromonitor International’s flagship survey, the Annual Survey 2011, which includes 16,000 online consumers in 8 countries

INTRODUCTION TO CONSUMER TYPES

Why learn about consumer types?
Uncovering the four main consumer types
Key traits of the four consumer t ypes
Focus on the Secure Traditionalist

MEET THE SECURE TRADITIONALIST

Secure Traditionalist profile
Who are Secure Traditionalists?
Personal traits and values of the Secure Traditionalist
Top priorities for Secure Traditionalists
Common thoughts of the Secure Traditionalist

CONSUMER BEHAVIOUR

Key behaviours of the Secure Traditionalist
Healthy living
Shopping and green influences
Technology use
Eating & drinking habits

REACHING THE SECURE TRADITIONALIST

Applying consumer types to sales and marketing
Business implications

RESEARCH OVERVIEW

Why Euromonitor International’s Annual Survey matters
Why Euromonitor’s Annual Survey is unique
Overview of methodology
Cluster analysis methodology in detail

APPENDIX

Cluster analysis survey questions (1)
Cluster analysis survey questions (2)