Consumerology Report - Bensimon Byrne

The Bensimon Byrne Segments
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Using economic orientation and life goals to differentiate among Canadian consumers
we can identify the following characteristics of each Canadian consumer segment:
• Runners – are very ambitious regarding life goals. They are distinguished by their desire
for material success, admiration, and that others envy them. They are optimistic about
their own futures and future generations. Although they are not materially more wealthy
than Walkers or Spectators, they are more positive about the economy and put a greater
emphasis on material demonstration of wealth. These are brand name buyers.
• Walkers – are focused on family, friends, financial self-sufficiency, health and happiness.
They do not aspire to achieve materialistic distinction. They are optimistic about their
own futures but pessimistic about future generations. These consumers focus on value,
price and guarantee.
• Spectators – are focused on family, friends, enjoying each day and financial security.
They are the least likely to be bound by tradition. They do not reject materialism to
the same extent that Walkers do. They are particularly focused on price and bargains
when shopping.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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