consumers among countries may have more in common than we know, at least in the purchasing of fast moving consumer goods. According to the world’s third largest case research company Ipsos (Ipsos) a new study found that no matter in which country, 23 countries surveyed consumers in the purchase of FMCG when they behave the same way.
according to consumer attitudes and shopping habits, the study divided consumers into five different categories:
(1) brand enthusiast
(2) price guide
(3) impulsive shopper
(4) planned buyer
(5) bargain buyer
is the most common "price oriented" and "buying" type of consumer groups, which accounted for 23% of consumers surveyed and 25%. are more likely to buy high-end brand brand lovers accounted for 19%, with a fixed budget plan buyers accounted for 17%, has its own unique way of shopping place and impulse shoppers accounted for 16%. of each group of consumers, and this can be for those who wish to cover these groups of marketing personnel to provide valuable reference for advice. When developing media plans and media buying strategies, digital marketers continue to consider consumer behavior, but they do not go further into the representation of specific consumer groups that do their best to cover them. However, the Ipsos research company provides this information, marketers can the target audience more fine classification, and provide better advertising campaigns for their needs.
but after this problem is solved, there is one more difficult thing to do. That is, choose the right advertising type. How can we ensure that the choice of the website, advertising or advertising format and position of each consumer groups will resonate? Of course, if consumers FMCG shopping differently, then the brand advertising campaign will be different. In this case, the best thing to do is to divide the ads into different pieces based on the personal interests of potential customers (from retailers to brand enthusiasts).
induced brand lovers and impulse shoppers
according to Ipsos research, the two consumer groups have some common characteristics. For example, both sides are willing to buy brand products, and will be affected by the wise remark of an experienced person shop staff, whether it is recommended or a more expensive product tastes better etc..
these brand conscious consumer groups are more likely to respond to this kind of advertising: advertising shows both products, brands, and allows them to interact with products. Branding the Facebook page and using the Facebook’s "like" button can not only satisfy consumers’ pride in buying the product, but also allow them to show their affinity to their online friends. Mini sites, brands, videos and features