The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 III. Fashion & Shopping A. Buying Styles Segmentation This segmentation looks at the varying attitudes, behaviors and product choices of consumers in five segments: • Penny-Pinchers—Nuances of quality and desirability are not paramount to these consumers, who judge all purchases by a single criterion: cost (the lower the better). Brand loyalty is less important than a “cents-off” coupon, and they express little interest in technology, nutrition or the environment, unless it will save them money. • Conscientious Consumers—These consumers know what they’re paying for and shop for bargains, but cost is only one of the factors they consider when shopping. Buying American products and environmentally safe products also matter. They are conscious of quality, loyal to their brands and highly unlikely to try new products or make impulse purchases. • Buyers of the Best—Low price is not the objective to consumers in this segment; it’s quality that matters most. They are careful to buy the best, and brand loyalty trumps all other considerations in their purchases. They favor environmentally safe products, are extremely comfortable with new technology, and always check the ingredients and nutritional content of food products they buy. • Habitualized Havers—These consumers find comfort in tradition, even when it’s just their own – they buy what they have always bought, and see little reason to change. They are brand loyal, but only in the sense that once they’ve found a brand they are comfortable with, they stop looking. • Swayable Shopaholics—They shop for no other reason than that they want to; price, quality, brand, ”Made in America”—nothing matters so much to them as the emotional payoff from a simple act of buying. Impulse buyers, these consumers are willing to pay extra for image-enhancing products, and easily switch brands for the sake of novelty or variety. 53
Survey of the American Consumer: Part 2 III. Fashion & Shopping B. Consumer Innovators Segmentation This segmentation identifies “early adopters”—those consumers who make or break new products by setting buying trends and supporting new markets—in six product categories. Each report examines the category’s consumers in detail. The Consumer Innovator segments and their categories are: • Food Innovators—Food and the kitchen environment • Home Appliance Innovators—Home environment • Electronic Innovators—Electronics • Leisure Innovators—Leisure activities • Financial Innovators—Financial products and services • Personal Care/Health Innovators—Personal health and health care • Super Innovators—Three or more of the above 54
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American Kids Study F. Nutrition
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