A new study released by Henkel Consumer Goods Inc. purports that standard demographic information typically used by retailers and business owners to determine their market (and therefore marketing methods) may not be as reliable as thought after all.
In “The Shoppers’ Perspective,” Mack Hoopes eschews income level, household size and even age to place shoppers and buyers into categories such as:
Shoptimizers: These shoppers are motivated by coupons, mailers and circulars. They plan and research ahead of time before making their purchases.
Mainstreeters: These shoppers rarely plan ahead of a purchase, and so are influenced by a company’s price reputation, location, convenience and are the most likely to respond to in-store promos once they’ve ventured into a facility.
Carefrees: These shoppers live up to their nickname by buying what they want, when they want, regardless of price.
For more on the researchers’ findings, click on the source article below.
Source:
The Hub Magazine: The Shoppers’ Perspective
