Understanding the Path to Purchase: 2022 Global Consumer Types

November 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 eight global consumer types identified by Euromonitor in 2022.

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This report comes in PPT.

Key findings

Motivation

Who plans purchases or buys on impulse? Who enjoys shopping the most? Are spending habits tied to personal status?

Research

Who uses technology for product research? Who refuses to buy until they have done their research?

Marketing

Who is influenced by social media? Who looks to friends and family for recommendations?

Channel

Who favours browsing and purchasing in-store instead of online? Who prefers the convenience of mobile shopping?

Purchase

Who cares about low prices above all else? Who looks for brand name and premium products?

Consumer types overview
Voice of the Consumer: Lifestyles Survey Overview and Methodology
Questions that uncover the path to purchase
General profile
Secure Traditionalists’ shopping habits
Secure Traditionalists’ path to purchase
Best ways to target Secure Traditionalists
General profile
Undaunted Strivers’ shopping habits
Undaunted Strivers’ path to purchase
Best ways to target Undaunted Strivers
General profile
Balanced Optimists’ shopping habits
Balanced Optimists’ path to purchase
Best ways to target Balanced Optimists
General profile
Empowered Activists’ shopping habits
Empowered Activists’ path to purchase
Best ways to target Empowered Activists
General profile
Cautious Planners’ shopping habits
Cautious Planners’ path to purchase
Best ways to target Cautious Planners
General profile
Impulsive Spenders’ shopping habits
Impulsive Spenders’ path to purchase
Best ways to target Impulsive Spenders
General profile
Minimalist Seekers’ shopping habits
Minimalist Seekers’ path to purchase
Best ways to target Minimalist Seekers
General profile
Conservative Homebodies’ shopping habits
Conservative Homebodies’ path to purchase
Best ways to target Conservative Homebodies
Consumer Types by Country, 2022 (1/3)
Consumer Types by Country, 2022 (2/3)
Consumer Types by Country, 2022 (3/3)
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