Shopper type is determined not by nationality, country, color of skin, but by attitude to purchase and behavior while shopping.
Ipsos Marketing, due to knowledge and conducted researches in consumers' survey, identifies 5 mostly spread types of buyers:
- “brand lovers” – ready to pay more for brand itself, even if goods under this label are much more expensive than alternatives;
- “price driven” – shopping list writing with fixed budget for products and shop searching with lower prices are specific for this category;
- “indulgent” – impulsive while shopping, especially as for brands and ready to overpay to save time;
- “responsible planners” – are permanently comparing prices, but less driven by them in choosing goods; more inclined to buy on-line;
- “bargain hunters” – are less dependent on prices than price driven and responsible planners, more impulsive in shopping; like to buy in bulk.
Almost a half of consumers are driven by price or bargain hunters, and only 16% deny themselves nothing, indulging in every pleasure.
More detailed information you can read from PDF.