Just about every consumer enjoys a great value when they shop. However, that doesn't mean everyone is buying on price alone. In fact, according to a study by Experian Marketing Services, a store's environment, the brands it carries, convenience, location and service are all more important than price for the majority of consumers surveyed.
They survey results classified consumers into 6 segments by how they seek or use various deals. Interestingly, the largest such segment of consumers are "Deal Indifferents" who are unlikely to change their behavior because of a deal. Another sizable segment is the so-called "Deal Rejectors" that have higher-than-average discretionary income and a willingness to part with it but steadfastly prefer convenience, service and brands over price. This research summary is written for business owners but may be of interest for curious consumers who appreciate behind-the-scenes learning regarding promotional offers.
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