Consumer Behaviors in Shopper Marketing

We have identified six broad consumer behaviors that relate to the shopper’s purchasing motivation and behavioral patterns:

Task Shoppers don’t necessarily enjoy the shopping trip, and view it mostly as a means to procure the items on their lists.
Bargain Shoppers approach shopping as a strategic game to be mastered, and attempt to maximize the return on a personal “value equation.”
Price Shoppers view shopping as a zero-sum endeavor that’s focused narrowly on cash outlays and choosing brands and retailers that meet the need-of-the-moment.
Discovery Shoppers may know their needs, but often rely on the store environment as a catalyst for purchases and are open to new products.
Comfort Shoppers are focused on mitigating any frustration or anxiety associated with shopping, and have a stronger aesthetic orientation. They are often willing to compromise on price and selection for a more enjoyable experience.
Experiential Shoppers are much more engaged while shopping and seek to become immersed in the culture of the category while shopping.

The primary driver for behavior during the shopping journey is the role that the category being shopped plays in a given consumer’s life. An individual’s general orientation to shopping, defined by which archetype he or she tends to reflect, is a strong secondary influencer.

The combination of these two drivers has significant influence on retailer and brand selection. Shoppers ultimately not only choose brands that align with their value systems but also choose to shop for those brands at retailers that optimize the experience associated with that brand. This can occur through sales associate knowledge and interaction, floor layout or merchandising practices.

One’s orientation to shopping also has a dynamic quality, depending on one’s enjoyment and involvement of the product being purchased — whether it’s a need or a want. Decisions are made and trips planned either to mitigate the experience of shopping for rote needs or enhance the experience of the product for emotionally driven wants.

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