DES MOINES, Iowa, Dec. 2, 2011 /PRNewswire/ -- Between the messes created by her children and the rapidly accumulating dog hair from the family's border collie, Laura's old vacuum cleaner cannot keep up. She desperately needs a new one. But shopping for a major purchase like this leaves Laura feeling frustrated and overwhelmed by the many choices, features and prices. After hours of online research and wandering down store aisles, she gives up and asks her husband to choose the new vacuum.
Laura is not alone. Although she's a persona, Laura represents a significant percentage of U.S. shoppers that follow the path of the "Fretting Frugal" — one of four shopper profiles recently identified in The Complex Shopper™ study conducted by The Integer Group® and research partner Decision Analyst. The annual study will help increase shopper marketing knowledge of considered purchases, or big-ticket items.
"This is the first study we are aware of that seeks to understand the process of a larger considered purchase – in the $100s to $1,000s – showing how shoppers are similar and different and the level of importance on a particular purchase decision," said Xan McNelly, executive vice president, chief integration and strategy officer, The Integer Group.
Inside the shopper mind
An interesting outcome from The Complex Shopper study was uncovering four distinct shopping profiles. Here's a preview:
Fretting Frugal — Finds big-ticket shopping as enjoyable as a trip to the dentist. He or she is nervous about making the wrong choice and is price-conscious and easily overwhelmed. They may delay big purchases or pass the responsibility to someone else.
Experience Lover — Shopping is a labor of love. Generally older and female, she values her relationship with brands and is more likely to make repeat purchases with the same company.
Passive Purchaser — Let's get this over with … this older, high-income-earning male wants his purchases quick and easy. He doesn't waste time researching and he's not loyal to brands.
Social Adventurer — Believes what you buy is a reflection of your style and personality. She is urban, more likely to be a person of ethnicity and upwardly mobile. She engages via social media to connect with the brand and lets others know about her experience.
Insights about considered purchases
The study researched eight big-ticket purchase categories: automobiles, flooring, furniture, major appliances, major vacation travel, single-serve coffeemakers, vacuum cleaners and windows/doors. Each shopper group experiences vastly different emotions and behaviors based on the item for which they are shopping. For instance:
Fretting Frugals are most excited by and get the most enjoyment shopping for vacation travel, and the least excitement and enjoyment shopping for tires.
An Experience Lover needs a great deal or a sale before buying items for her home, like flooring, a single-serve coffee maker or a vacuum cleaner.
More than half of Passive Purchasers have not enjoyed any major vacation travel in 6 months or more, and they were the least excited of any group (51%) about the process.
About 80% of Social Adventurers buying vacuum cleaners are surprisingly either very or extremely excited about the purchase (versus 46% of the next closest segment — Experience Lovers).
We'll continue to examine the four shopper profiles and eight considered purchase categories during the next year. We'll regularly publish new facts and findings, so look for additional information for each of the big-ticket categories. Want more results now? Visit www.ComplexShopper.com to download The Complex Shopper executive summary, infographic overview and read blog posts.:
About The Integer Group
The Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, and North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.
About Decision Analyst
Decision Analyst (www.decisionanalyst.com), based in Dallas-Fort Worth, is a leading international marketing research and analytical consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. For over 30 years the firm has delivered competitive advantage to clients throughout the world in the consumer packaged goods, retail, high technology, telecom, automotive, home goods, and leisure & travel industries. In addition, Decision Analyst owns and operates American Consumer Opinion® Online, one of the largest consumer panels in the world, with more than eight million members.