Drawing on consumers’ personal attitudes and traits, such as media consumption, buying behaviours and individual aspirations from Euromonitor International’s annual Lifestyles Survey, our segmentation empowers companies to think creatively about potential customers and create products and campaigns tailored to consumers’ interests and attitudes. For example:
• Is a consumer who carefully plans their purchases swayed by low prices?
• Is a consumer who follows all the latest trends more likely to be influenced by social media and celebrity endorsements?
• Is a consumer who deeply cares about green and eco-friendly products willing to pay more for these features?
• Is a consumer who is focused on experiencing life to the fullest less likely to buy materialistic products?
• Is a consumer who is focusing on living a balanced lifestyle less likely to make impulse purchases?
• Is a consumer who is worried about their future less likely to buy premium and branded goods?
.................................................................................................................................................................
The article is property of Euromonitor International, a market research provider, and can be read in full here.
