Via the website of the ISMI I came accross a research about shoppers and their motivation.
It is called The Complex Shopper™
Revealing the motivations that drive considered purchase decisions.
To some, shopping is a sport … a favorite pastime even. To others, it’s like running a gauntlet of overwhelming and terrifying decisions. The human emotions associated with shopping are amplified for considered purchases, or “big-ticket” buys.
The Integer Group’s The Complex Shopper is an annual study, conducted in partnership with Decision Analyst, which reveals the complex motivations that drive shoppers during a considered purchase decision, such as shopping for major appliances and automobiles. Not only does it uncover the reasons why they buy, it also identifies how they think about – and interact with – the chosen company after the purchase.
In addition, it unveils four profiles of shopper behaviors, from the nervous “Fretting Frugal” to the daring and sharing “Social Adventurer,” among others.
Step inside the mind of The Complex Shopper … and discover why shoppers buy.
Fretting Frugal
A Fretting Frugal finds big-ticket shopping about as enjoyable as a trip to the dentist. He’s nervous about making the wrong choice from the start, which only makes for a frustrating, unsatisfying shopping experience. The Frugal is price-conscious and easily overwhelmed, and these feelings lead to a delayed purchase or passing of the decision-making responsibility to someone else. “ “
Experience Lover
Shopping is a labor of love for the Experience Lover. She enjoys researching big-ticket items and makes things like reading reviews a prerequisite to the buy. Generally older and female, the Experience Lover is confident and takes great pride in her decisions. She values her relationship with particular brands and is more likely to make repeat purchases with the same company.
Social Adventurer
http://www.integershoppermarketing.com/considered-purchase-study.html
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