Study: 2/3 of shoppers don’t buy on price
The shopper behaviour segmentation reveals that, even though two groups of shoppers are predominantly driven by price – ‘Strategic Savers’ and ‘Promiscuous Purchasers’ – these account for only around one third of shoppers. With almost two-thirds of shoppers motivated primarily by other factors, it is clear that supermarket price wars do not impact most shoppers.
Shopping motivations in Europe are a complex mix and it is critical for brands and retailers seeking growth opportunities to understand the bias in shopper types by market. Click here to see the key highlights of the segmentation.
“When sales are under threat cutting prices is seen by many as a quick fix, but the reality is that it will probably only sway a minority of shoppers. Marketers need to adopt a multi-pronged approach to maximise the opportunities in FMCG shopping and to be mindful that between countries, the proportion of different shopper types can fluctuate greatly.”
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Source: retailtimes.co.uk
