There are so many different types of shoppers in the market, but at the end of the day, they fall into one of two categories: Hedonic or Utilitarian. Hedonic shoppers typically shop for fun or find it entertaining. They associate shopping with a pleasant or positive experience. You might find a hedonic shopper perusing through a store “just because”. On the other hand, a utilitarian shopper won’t come into the store until there is a necessity as they will only shop for essential items and typically have little to no attachment to shopping. Let’s dive into some shopping personalities:
The Luxurious One
Some consumers equate shopping to status. Simply shopping in a luxury mall or purchasing from high-end brands can send society a message about who you are. Let’s be honest—if a woman is seen exiting a Gucci store with several shopping bags, assumptions will be made. She may be seen as a successful entrepreneur, perhaps a famous actress, or a singer. That is the exact reason the luxurious one enjoys high-end brands—it sets them apart from the average consumer. The luxurious shopper chooses to consume expense brands for many different reasons ranging from self-esteem, seeking acceptance from others, or simply self-reward.
The Social One
Okay, sometimes girls just wanna have fun! That’s exactly what you’ll hear from the social shopper as they find shopping to be more of a social experience. This is very common in younger groups between age 12-18. Going to the mall with friends is the thing to do especially when your options are limited. Women are also more likely to shop in groups compared to men. In fact, according to Bloomberg.com, women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. This means that women are often the influence or veto behind someone else’s purchase. Shopping as social experience isn’t necessarily a bad thing, especially for brands, as it helps build engagement and reach.
The Hunting One
If you’ve worked in the retail industry, then you’ve definitely come across that one customer that enjoys browsing through the store to search for a specific item that most likely is no longer in stock. But that’s just it, they enjoy the thrill of hunting, searching for items. These shoppers enjoy the interest and consideration phases in the buyer’s journey. The interest phase of the buyer’s journey takes place when the consumer discovers brands and products that may spark their interest. Once they have narrowed down the brands that have sparked their interest the most, they enter the consideration phase, which occurs when the consumer is prepared to evaluate the product before making the decision to purchase.
So now that we’ve explored a few different types of shoppers which one are you?