We know that understanding consumer buying decisions is fundamental to creating strategic brand and marketing campaigns. In spite of the crucial importance of this topic, there are relatively few studies examining it.
In our preliminary work, we found a surprising lack of research on consumer buying styles. And interestingly, the primary consumer buying framework that is leveraged to analyze modern shopping decisions was created as an academic study in 1987 – before online shopping even existed.
The majority of today’s publicly available consumer buying research pertains to the decision-making journey rather than the attitudinal and behavioral patterns that exist among different groups of consumers.
Since the majority of modern consumer buying research focuses on the decision-making journey rather than the attitudinal and behavioral patterns among different groups of consumers, we decided to explore this important topic in greater depth.
The Quantum Leap Insights Consumer Buying Segmentation
After creating an entirely new questionnaire that includes all aspects of the modern shopping ecosystem, we launched a survey to 1,272 US adults between the ages of 18-78 to craft our custom Consumer Buying Segmentation.
In our quantitative analysis, we explored over 200 variables including themes such as: buying motivations, advertising receptivity, marketing touchpoints, loyalty dimensions, sustainability perceptions, personality types, pricing influences, quality considerations, and much more.
While similarities exist within generations, multivariant cluster analysis identified 5 critical segments with common approaches to buying across generations. Each consumer segment is very unique pertaining to how they making decisions, what persuades them, and how they interact with brands.
Most importantly, this new segmentation reveals intuitive strategies for marketers, personalized to what uniquely motivates each consumer segment to buy.
Next Steps
Curious to learn more about our segmentation and how it can be leveraged to propel your marketing strategy? We would be happy to provide a walk-through of the full study to all current and potential clients.* Just drop us a line and we’ll find time to explore this original, custom research together.