Professional Documents
Culture Documents
December 2014
CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES
RESEARCH OVERVIEW
Why segment
consumers into
different types?
Germany
Russia
China
India
United Kingdom
France
Japan
United States
the next slide provides additional detail on how Euromonitor developed the 2013 consumer types
Euromonitor International
PASSPORT 3
Step 1
Step 2
Step 3
Step 4
Identified 66 different
variables on which to
analyse and group
consumers
For more detailed information on cluster analysis methodology, see Research Overview section at the end of this report.
Euromonitor International
PASSPORT 4
Euromonitor International
PASSPORT 5
RESEARCH OVERVIEW
Ambitious
Indulgent
Confident
Spontaneous
Image-conscious
Carefree
Status-oriented
Friend-focused
Pragmatic
Skeptical
Quality-seeking
Middle-of-the-road
Thoughtful Saver (22%)
Conscientious
Content
Frugal
Private
Moral
Settled in ways
Responsible
Modest
I am content with where I am in life
Euromonitor International
PASSPORT 7
Top 5 Traits:
Attention-seeking
Status-oriented
SHOPPING
Driven to succeed
CONSUMER BEHAVIOURS
PERSONAL FINANCE
Early adopters
Ambitious
Confident
Image-conscious
Demographics:
57% male
Most affluent and educated
segment
Average age: 33
Euromonitor International
PASSPORT 8
Top 5 Traits:
Indulgent
CONSUMER BEHAVIOURS
PERSONAL FINANCE
Spontaneous
Focused on friends
Carefree
Like to enjoy life
Demographics:
52% male
High proportion of students
and renters
Average age: 33
Average household income:
US $39,638
20% of French consumers
Euromonitor International
PASSPORT 9
Top 5 Traits:
Middle-of-the-road
Pragmatic
SHOPPING
Practical shoppers
Skeptical
Focused on family
Quality-seeking
CONSUMER BEHAVIOURS
PERSONAL FINANCE
Demographics:
61% female
Euromonitor International
PASSPORT 10
Top 5 Traits:
Conscientious
Frugal
SHOPPING
Anti-materialistic
CONSUMER BEHAVIOURS
PERSONAL FINANCE
Conscientious consumers
Super savers
Civic-minded
Moral
Responsible
Demographics:
61% female
High proportion of retirees
Average age: 43
Average household income:
US $35,735
Euromonitor International
PASSPORT 11
Top 5 Traits:
Content
SHOPPING
CONSUMER BEHAVIOURS
PERSONAL FINANCE
Least health-conscious
segment
Unconcerned with
environmental issues
Modest
Private
Settled in ways
Demographics:
55% male
Most likely to live in a small
town or village
Average age: 39
Average household income:
US $32,249
24% of French consumers
Euromonitor International
PASSPORT 12
Work and
Personal Life
Financial
Attitudes
Which consumers
are willing to trade
time with their
family for a higher
salary?
Which segments
are future-focused
and carefully plan
their investments
and purchases?
Who is in need of
products and
services that will
help them feel less
stressed?
Which consumers
will immediately
spend any extra
money on new
products or
services?
Euromonitor International
Shopping and
Spending
Civic
Engagement
Is shopping only an
enjoyable activity
for consumers with
higher incomes?
Which consumers
are active in their
community and
looking for more
ways to get
involved?
Which consumers
are looking for a
good bargain?
PASSPORT 14
Thoughtful
Saver
I feel rushed
and
overwhelmed
Undaunted Strivers
consider professional
success a top priority
and believe social
status is key to
happiness. Trying to
keep up can often be
stressful.
Euromonitor International
Balanced Realists
consider time with family
especially with their
children their top
priority. They enjoy an
ideal work/life balance.
Balanced Realist
Secure
Traditionalist
Free-spirited
Socialiser
Undaunted Striver
Free-spirited Socialisers
consider career, family
and friends all to be
important. Balancing
these priorities can
sometimes be difficult.
My life feels
well-balanced
Career is a
high priority
PASSPORT 15
Financial attitudes
Which segments are future-focused and which prefer to enjoy the present?
Who saves and who spends extra money?
I prefer to enjoy the
present
Undaunted Striver
I tend to spend extra
money and enjoy the
present, but I save too.
Free-spirited
Socialiser
It is important to
savor the present
moment.
Thoughtful Saver
I spend rather
than save
extra money
Balanced Realist
I occasionally spend
discretionary income
on indulgences but
only if I have planned
it in advance.
Euromonitor International
Secure Traditionalists
and Thoughtful Savers
put any extra money into
savings so they can feel
secure about their future
(though Thoughtful
Savers try to enjoy the
present too).
Balanced Realists seek
a middle ground
between enjoying the
present and planning for
the future.
Secure Traditionalist
I am very focused on the
future , so I save any extra
money I have.
Free-spirited
Socialisers and
Undaunted Strivers are
more likely than other
segments to spend
rather than save extra
money.
PASSPORT 16
Undaunted
Striver
I love to shop
Free-spirited
Socialiser
$
Brand names
are not
important
$
I prefer
brand
names
Thoughtful
Saver
$
$
Balanced
Realist
Secure
Traditionalist
Euromonitor International
PASSPORT 17
Civic engagement
Who is active in the community? Who feels empowered to make a
difference?
Who is most willing to pay for conscientious goods?
It is important to be active in
the community
I am willing to pay a
premium for ethically or
environmentallyconscious goods
Undaunted Striver
I am not sure
my actions
make a
difference
Free-spirited
Balanced Socialiser
Realist
Undaunted
Striver
Thoughtful
Saver
I can make a
difference to the
world
Free-spirited
Socialiser
Thoughtful
Saver
Balanced
Realist
Secure
Traditionalist
Secure Traditionalist
I am not active in my
community
Euromonitor International
PASSPORT 18
CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES
RESEARCH OVERVIEW
CONSUMER BEHAVIOURS
Health and
Diet
Green
Attitudes
Who pays attention to nutrition and who eats whatever they want?
How willing is each segment to pay a premium for green goods?
Which segments are most concerned about climate change?
Which segments try to make everyday eco-friendly choices?
Who likes to shop and who tries to get in and out as quickly as possible?
Shopping
Habits
Which segments stick to their list? Which tend to make impulse purchases?
Which segments prefer quality over quantity?
Which product attribute is each segment willing to pay extra for?
Technology
Use
Euromonitor International
PASSPORT 20
CONSUMER BEHAVIOURS
Exercise Habits
Eating Habits
Undaunted Striver
Exercise is a big
priority. I love to run or
cycle.
Free-spirited Socialiser
I exercise
occasionally.
Balanced Realist
I exercise regularly
but not fanatically.
Thoughtful Saver
Regular exercise is an
important part of my
routine.
Secure Traditionalist
I rarely exercise.
Undaunted Strivers, Balanced Realists and Thoughtful Savers all maintain dedicated diet and exercise
regimens, and carefully examine ingredients and nutritional information when grocery shopping.
Free-spirited Socialisers are less strict. Though they exercise fairly regularly, they are not as careful with their
eating habits. Secure Traditionalists, on the other hand, have little to no interest in healthy eating or regular
exercise.
Euromonitor International
PASSPORT 21
CONSUMER BEHAVIOURS
Green attitudes
Who is most concerned about the environment? Who is most willing to pay extra for green goods
or make eco-friendly everyday choices?
Commitment to green causes does
not necessarily mean consumers will
pay a green premium. Both
Thoughtful Spenders and
Balanced Realists care about the
environment but neither are willing to
pay extra for green.
Undaunted
Striver
Thoughtful
Saver
Balanced
Realist
Free-spirited
Socialiser
*Note: Size of circle indicates willingness to pay extra for green goods
Euromonitor International
PASSPORT 22
CONSUMER BEHAVIOURS
Take my time. I
love to browse!
Stick to my
list
I buy in bulk if
I can save
money
Euromonitor International
Regularly make
impulse
purchases
Id rather have
fewer but nicer
things
PASSPORT 23
CONSUMER BEHAVIOURS
Secure Traditionalist
Undaunted Striver
Balanced Realist
Least
willing to
pay more
Most
willing to
pay more
Thoughtful Saver
Euromonitor International
Free-spirited
Socialiser
PASSPORT 24
CONSUMER BEHAVIOURS
Technology use
Phone ownership and
activities
Undaunted Striver
Technology is a huge part of
my life. I love to shop online
and visit social media sites.
87% own a smartphone
54% own a tablet
Thoughtful Saver
Other than checking the news, I do
not spend much time online so I
have little need for new technology.
43% own a smartphone
20% own a tablet
Free-spirited Socialiser
I like to have the latest technology,
and often use my phone to stream
content or connect with friends.
82% own a smartphone
32% own a tablet
Balanced Realist
I go online mainly for practical
purposes and rarely purchase
new technology.
Secure Traditionalist
I occasionally purchase new
technology but do not spend
much time online.
55% own a smartphone
24% own a tablet
Euromonitor International
PASSPORT 25
CONSUMER BEHAVIOURS
Euromonitor International
PASSPORT 27
Top Traits
Business Implications
Attention-seeking
Undaunted Strivers favor bold colors and distinctive designs anything that draws a
second glance or helps them stand out from the crowd.
Status-oriented
Undaunted Strivers like to have the best of everything. They are the key audience for
high-end luxury brands and on-trend products and services.
Ambitious
Undaunted Strivers seek products and services that help them set, track and reach their
personal and professional goals.
Confident
These consumers believe they have the capacity to effect change. They like to be
engaged, involved, and would respond well to calls to action in marketing campaigns.
Image-conscious
Undaunted Strivers work hard to achieve their ideal image and welcome anything that
helps them succeed at being the best in all areas of life.
Euromonitor International
PASSPORT 28
Green Attitudes
This image-oriented
segment will be the
most willing to pay for a
broad range of health,
wellness, spa and
beauty services.
Euromonitor International
Shopping Habits
Technology Use
PASSPORT 29
Top Traits
Business Implications
Indulgent
Free-spirited Socialisers love treating themselves. Marketers should target them with
products and services that deliver a dose of fun or pleasure.
Spontaneous
Their proclivity for impulse purchases make this is a key target for point-of-purchase
advertising.
Focused on friends
Friends play an important role in these consumers lives as well as their purchase
decisions, making social media marketing crucial for connecting to this group.
Carefree
Free-spirited Socialisers are more likely to respond to marketing messages that focus
on enjoying the present moment rather than planning for the future.
A good bottle of wine, a nice massage anything that makes life more enjoyable
appeals to these bon vivants.
Euromonitor International
PASSPORT 30
Green Attitudes
Shopping Habits
Technology Use
Free-spirited
Socialisers are more
inclined to partake in
healthy habits they can
do with friends, such as
group fitness classes.
Free-spirited
Socialisers are more
likely to get involved
with causes that link
charity with social
connection, such as
group volunteer
projects.
To connect with
consumers who like to
try new things and love
to treat themselves,
orient spontaneous
splurges to their desire
for novelty and
exploration.
Euromonitor International
PASSPORT 31
Top Traits
Business Implications
Middle-of-the-road
Balanced Realists like to stay neutral. They avoid brands that sit on an extreme end of
the price or style spectrum.
Pragmatic
These practical consumers have little need for fuss, frills or unnecessary add-ons. Keep
things simple and straightforward to win this segment.
Skeptical
This group takes a close, critical eye to marketing and product claims, so brands must
make sure they can back up claims with facts.
Quality seeking
Balanced Realists will pay a premium for products and services they know they can
trust.
Focused on family
Balanced Realists consider time with loved ones a top priority. They look for products
and services that help them make the most of family time.
Euromonitor International
PASSPORT 32
Green Attitudes
Shopping Habits
Technology Use
Balanced Realists
choose quality over
quantity. They gravitate
towardsand pay more
forproducts or
services with a proven
record of performance.
Balanced Realists
carefully scrutinise
product labels and opt
for brands that not only
meet their high
standards, but
communicate
ingredients clearly and
transparently.
Euromonitor International
Balanced Realists
prefer fact-based
marketing messages
rather than extreme
or alarmist
statements about the
environment.
Focus marketing
efforts on highlighting
product endorsements
from other consumers
and product placement
to expose Balanced
Realists to new
technology without
overwhelming them.
PASSPORT 33
Top Traits
Business Implications
Conscientious
Thoughtful Savers do their homework before making a big purchase, so brands must
communicate crucial information clearly and easily.
Frugal
Committed to ensuring a financially stable future, this group is always on the lookout for
ways to save money and mitigate risk.
Civic-minded
This group dedicates time and energy (but not necessarily money) to bettering their
community and may be enticed by brands that support local charities or events.
Moral
Responsible
These consumers take pride in their ability to plan ahead, meet goals, and do the right
thing. Brands should expect them to take their time when deciding on a purchase.
Euromonitor International
PASSPORT 34
Green Attitudes
Shopping Habits
Technology Use
Wary of overspendingand
businesses that seem
to encourage itthese
consumers will steer
clear of retailers known
for pushy sales tactics.
Thoughtful Savers
may be looking for
ways to get their
children into ecofriendly habits such
as recycling or
bicycling, and will
appreciate brands
that help them do so.
A focus on frugality
plus indifference to
brand names make this
a key segment for
private-label goods and
discount retailers.
Euromonitor International
PASSPORT 35
Top Traits
Business Implications
Content
These consumers only purchase things they truly believe they need and avoid buying
indulgences or non-necessities.
Secure Traditionalists look for low-cost brands, discount retailers, deals and special
offers.
Modest
To engage these humble (and sometimes skeptical) consumers around a cause, show
the impact their purchase or participation makes.
Private
These consumers prefer to keep to themselves and will avoid businesses that probe
for their personal information.
Settled in ways
Why change a good thing? Secure Traditionalists need a lot of convincing before
taking up a new habit or switching to a new brand.
Euromonitor International
PASSPORT 36
Green Attitudes
Shopping Habits
Technology Use
Secure Traditionalists
tend to stick with a
routine, but coupons or
other promotions may
persuade them to try
something new.
Secure Traditionalists
will quickly click away
from websites or eretailers that do not
respect their online
privacy. Let them opt in
(or out) of sharing
personal information.
Euromonitor International
PASSPORT 37
CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
25%
20%
15%
10%
5%
0%
Secure Traditionalist
Thoughtful Saver
Balanced Realist
Free-spirited Socialiser
Undaunted Striver
The next slides provide additional demographic details on these five consumer types
Euromonitor International
PASSPORT 39
Free-spirited Socialiser
60%
50%
40%
30%
20%
10%
0%
50%
40%
30%
20%
10%
0%
15-29
30-44
45-59
60+
Male
Female
(57% male)
15-29
Balanced Realist
30-44
45-59
60+
Male
Female
(52% male)
50%
40%
30%
20%
10%
0%
50%
Thoughtful Saver
15-29
30-44
45-59
60+
Male
Female
(61% female)
40%
50%
Secure Traditionalist
40%
30%
30%
20%
20%
10%
10%
0%
0%
15-29
30-44
45-59
Male
Female
15-29
60+
45-59
60+
Male
Female
(55% male)
(61% female)
Euromonitor International
30-44
PASSPORT 40
20%
40%
25,000-500,000 inhabitants
60%
80%
100%
Euromonitor International
Secure Traditionalist
Balanced Realist
Thoughtful Saver
Free-spirited
Socialiser
PASSPORT 41
Part-time worker
Undaunted Striver
Self-employed
Free-spirited Socialiser
Not working
Student
Thoughtful Saver
Retired
Balanced Realist
Other
Secure Traditionalist
Euromonitor International
10%
20%
30%
40%
50%
Vocational school
60%
70%
Bachelor's degree
80%
90%
Graduate degree
100%
Other
PASSPORT 42
Income
Household Income Distribution for Five Consumer Types (in US$)
50%
45%
Undaunted Striver
US$48,046
40%
Free-spirited Socialiser
US$39,638
35%
Balanced Realist
US$39,205
30%
Thoughtful Saver
US$35,735
Secure Traditionalist
US$32,249
25%
20%
15%
10%
5%
0%
$0-$21,000
$21,001-$42,000
Undaunted Striver
Euromonitor International
$42,001-$63,000
Free-spirited Socialiser
$63,001-$84,000
Balanced Realist
$84,001-$105,000 $105,101-$158,000
Thoughtful Saver
$158,001+
Secure Traditionalist
PASSPORT 43
CONSUMER BEHAVIOURS
REACHING THE FRENCH CONSUMER
MORE ON FRENCH CONSUMER TYPES
RESEARCH OVERVIEW
RESEARCH OVERVIEW
Euromonitor International
PASSPORT 45
RESEARCH OVERVIEW
Social
Indulgent
Friend-focused
Euromonitor International
Family-focused
Private
Minimalistic
Quality-seeking
Practical
Optimistic
Tech-savvy
Status-oriented
Confident
Uncertain
Stressed
Approval-seeking
Settled in ways
Independent
Frugal
Unconventional
Skeptical
Indifferent
PASSPORT 46
RESEARCH OVERVIEW
Euromonitor International
PASSPORT 47
RESEARCH OVERVIEW
Fielding
Data Cleaning
PASSPORT 48
Euromonitor International
RESEARCH OVERVIEW
PASSPORT 49
RESEARCH OVERVIEW
Euromonitor International
PASSPORT 50
RESEARCH OVERVIEW
Euromonitor International
times a month, 1-2 times a week, Almost every day] Stream video
or music online; Upload/share photos or videos; Visit a social
networking website; Participate in microblogging; Read reviews of
products or services online; Write a review for a product or
service.
Q76 Please state how much you are willing to pay for a home care
or cleaning product (eg, laundry detergent, dish soap) with each
of the following attributes, compared to the same product without
that attribute. [Response choices: Not willing to pay any extra (0%
more); Willing to pay a little more; Willing to pay somewhat more
(50% more); Willing to pay a lot more; Willing to pay more than
double the original price (100% more)] Environmentally/ethically
conscious.
Q82 Please state how much you are willing to pay for an apparel or
footwear product (eg, shirt, pair of shoes) with each of the
following attributes, compared to the same product without that
attribute. [Response choices: Not willing to pay any extra (0%
more); Willing to pay a little more; Willing to pay somewhat more
(50% more); Willing to pay a lot more; Willing to pay more than
double the original price (100% more)] Environmentally conscious
or eco-friendly.
Q78 Please state how much you are willing to pay for toiletries (eg,
toothpaste, shampoo, deodorant, shower gel) with each of the
following attributes, compared to the same product without that
attribute. [Response choices: Not willing to pay any extra (0%
more); Willing to pay a little more; Willing to pay somewhat more
(50% more); Willing to pay a lot more; Willing to pay more than
double the original price (100% more)] Environmentally/ethically
conscious.
PASSPORT 51
RESEARCH OVERVIEW
Euromonitor International
PASSPORT 52