Consumer Types in India PDF

CONSUMER TYPES IN INDIA
August 2020
Introduction to Consumer Types
Shopping Habits of India Consumer Types
Demographic Breakdown
Research Overview
INTRODUCTION TO CONSUMER TYPES
Scope
▪ This report is part of an ongoing series that covers the key characteristics Disclaimer
and lifestyle habits of consumer types, therefore there may be some Much of the information in this briefing
is of a statistical nature and, while
similarities from previous years. every attempt has been made to
ensure accuracy and reliability,
▪ Consumer types can be a powerful tool to help companies better Euromonitor International cannot be
understand and appeal to their target markets. By going beyond typical held responsible for omissions or
errors.
demographic-based segmentation, such as age or gender, and grouping Figures in tables and analyses are
consumers based on shared traits and preferences, companies can better calculated from unrounded data and
may not sum. Analyses found in the
develop products and marketing campaigns that resonate with key briefings may not totally reflect the
customers. This report includes in-depth profiles of the five India consumer companies’ opinions, reader discretion
is advised.
types.
While many companies often
identify market segments using
demographics alone, few would
agree that consumers are neatly
defined by age, gender or income. To
overcome this, Euromonitor
International’s Survey team has
looked beyond standard
demographics to create distinct,
personality-driven consumer types at
global and country levels.
LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 3

Euromonitor’s consumer types and Coronavirus
▪ The data collected via the Lifestyles Survey in 2020

were prior to the large-scale and unprecedented
impact of Coronavirus (COVID-19). However, these
consumer data remain relevant in today’s climate as
they show growing trends which are likely to be even
stronger in the wake of COVID-19, including those
that are covered in this report. For example, the
growing interest of consumers seeking more
convenient online platforms for shopping and
connecting with others, growth in holistic
approaches to healthy living and demanding
flexibility and more options to balance work and
home life, are trends we have seen in both our 2019
and 2020 Lifestyles Survey data. These trends are
still extremely relevant and are expected to continue
to grow at a faster rate due to the impact of COVID-
19.
▪ Though we cannot say for sure how COVID-19 will
impact consumers and their lifestyle habits in the
future, our Lifestyles Survey data show which trends
are most important to consumers and are likely to
continue being part of their lifestyles and behaviours,
therefore allowing businesses to understand
consumer priorities and strategically plan next steps
in an unknown landscape.

Breakdown of India consumer types
Source: Euromonitor International Lifestyles Survey 2020

Priorities within status and consumption

Trade-offs between spending, time, and ways to simplify life

Research Overview
SHOPPING HABITS OF INDIA CONSUMER TYPES
Who is the Undaunted Striver?

Undaunted Striver: shopping motivations and influences

Undaunted Striver: research and purchase channels

Best ways to target the Undaunted Striver
▪ Undaunted Strivers enjoy their lives and are not very likely to worry too Impact of COVID-19:
much about planning for the future. Instead, they are highly likely to
prefer spending money rather than saving it and regularly make impulse The Undaunted Striver will likely
purchases. The main area that drives this behaviour is Undaunted continue spending money and
Strivers’ investment in their status and image; they place a great deal of placing importance on
importance on what others think of them and are interested in staying experiences, even if this means
up to date with the latest trends and styles. that they need to switch to
▪ Undaunted Strivers enthusiastically enjoy trying new products and virtual options.
experimenting with different brands, as well as actively seeking
Undaunted Strivers are likely to
premium and well-known branded items, even if this means that they
continue investing in their
will have to pay more.
personal image and status
▪ Though Undaunted Strivers are highly likely to be influenced across all through online platforms.
marketing channels, there is a growing interest in digital, social media Therefore, they are likely to keep
and celebrity endorsements. Not only do these platforms often showcase making impulse purchases and
a lifestyle that Undaunted Strivers are looking to replicate, but they are spend money on the latest trends
also likely to take into account Undaunted Strivers’ personal tastes and in order to curate their online
preferences such as who they follow on social media accounts, making it image via social media platforms.
more likely that these campaigns resonate with them. These platforms will likely
▪ The Undaunted Striver does not only place importance on materialistic become even more important to
possessions but they are also highly likely to prioritise experiences, often Undaunted Strivers as they are
seeking tailored cultural experiences as well as personalised, customer- unable to meet people in person
centric shopping experiences. if social distancing measures
continue.

Who is the Digital Enthusiast?

Digital Enthusiast: shopping motivations and influences

Digital Enthusiast: research and purchase channels

Best ways to target the Digital Enthusiast
▪ The Digital Enthusiast seeks to incorporate technology in all areas of

their life, frequently seeking online experiences over real ones. They are
Impact of COVID-19:
unlikely to invest in their personal image or spend money on the latest
trends unless they are technology related. The Digital Enthusiast is likely to
▪ Digital Enthusiasts are unlikely to seek well-known brands, high quality increase their frugal behaviour in
products or sustainability and eco-conscious features. Instead, they are the wake of COVID-19,
strongly focused on price and short-term needs when making their continuing to seek low prices and
purchasing decisions, often trying new products and making impulse save money in a time of economic
purchases based on low price. uncertainty. They are also likely
▪ Though Digital Enthusiasts do not really value materialistic possessions, to stockpile essential products
they are still more likely to spend money on these than “real world” and be swayed by discounted
experiences. Digital Enthusiasts prioritise their time online, relying bulk offers.
heavily on online platforms to conduct their shopping, socialise and
participate in virtual experiences. Since the Digital Enthusiast is
already extremely comfortable
▪ Digital Enthusiasts are seeking to simplify their lives in order to spend using technology and
time on activities that they value. They are even willing to spend more participating in virtual
money on services that provide them with quick and time-efficient experiences, these behaviours
customer service. are likely to increase even more
as new platforms and ways to
engage online are created as a
result of COVID-19.

Who is the Minimalist Seeker?

Minimalist Seeker: shopping motivations and influences

Minimalist Seeker: research and purchase channels

Best ways to target the Minimalist Seeker
▪ The Minimalist Seeker is focused on living a minimalistic lifestyle and

places considerable importance on sustainability and community issues.
They rarely buy non-essential products and are unlikely to make
impulsive shopping decisions, often taking their time to research Impact of COVID-19:
products and services before making a purchase. They are open to trying
new products and do not have a high loyalty to specific brands and The Minimalist Seeker highly
products, therefore giving room for them to switch their shopping habits. values community issues, which
▪ Minimalist Seekers place importance on quality and are willing to pay are likely to take precedence in
more for this if it means that their purchases will have longevity. This the wake of COVID-19, with
further emphasis being placed on
focus on longevity and waste reduction can also be seen through their
shopping locally, supporting local
inclination to fix items rather than purchasing a replacement as well as
businesses, as well as continuing
purchasing second-hand items.
to make eco-friendly and
▪ Their interest in high quality and longevity is not solely limited to their sustainable purchases.
shopping habits. The Minimalist Seeker values their time, often looking
for convenient and quick service in order to allow them to live a well- The Minimalist Seeker is also
balanced lifestyle - with considerable emphasis on activities such as likely to invest in services and
regular exercise, cooking and baking from scratch or spending time on products that will allow them to
themselves and with immediate family or close friends. maintain physical and mental
▪ Minimalist Seekers are unlikely to invest in their personal image and wellbeing during this time of
status or follow the latest trends, therefore they have the potential to be a uncertainty.
great target audience for new product innovations, new brands and
private label companies if they are in line with Minimalist Seekers’ values.

Who is the Secure Traditionalist?

Secure Traditionalist: shopping motivations and influences

Secure Traditionalist: research and purchase channels

Best ways to target the Secure Traditionalist
▪ Secure Traditionalists are very set in their ways. They are unlikely to
place importance on their image and rarely follow the latest trends. The
Secure Traditionalist is difficult to influence since they rarely make
impulse buys, seldom try new products and usually stick to purchasing Impact of COVID-19:
their essential items.
▪ Secure Traditionalists are very frugal in their shopping habits and Secure Traditionalists are likely
frequently focus on low prices and place high importance on saving to increase their frugal behaviour
money. Discounts and sale offers could potentially influence Secure in the wake of COVID-19.
Traditionalists’ purchasing habits, causing them to choose the cheapest Continuing to seek low prices
alternative. and save money in a time of
▪ Since Secure Traditionalists do not enjoy the shopping experience, the economic uncertainty, they are
more convenient and efficient retailers and brands make the purchasing also likely to stockpile essential
process the more likely Secure Traditionalists are to return as customers. products and be swayed by
Though they have become more comfortable in using technology in discounted bulk offers.
recent years, Secure Traditionalists still value in-store shopping services
and are more likely to do their research and make purchases in-store Secure Traditionalists were
already highly unlikely to make
rather than online.
frivolous or impulse purchases,
and this sentiment will likely
continue with even more rigour.

Who is the Conservative Homebody?

Conservative Homebody: shopping motivations and influences

Conservative Homebody: research and purchase channels

Best ways to target the Conservative Homebody
▪ Conservative Homebodies are careful with how they spend their money. Impact of COVID-19:
They are not very likely to actively seek well-known brands and premium
products nor care about following the latest trends. Instead, they usually The Conservative Homebody
stick to their essential purchases and place much more importance on highly values time spent with
spending time on themselves and their loved ones rather than loved ones such as immediate
materialistic possessions. family and close friends. Due to
▪ Though they might not necessarily be spending money, Conservative social distancing measures,
Homebodies enjoy the shopping experience and browsing through stores. Conservative Homebodies are
likely to turn to virtual
Memorable and unique shopping experiences such as special in-store
experiences and platforms to
promotions, pop-up shops and limited-time collections may be able to
connect with others and
attract Conservative Homebodies and could potentially lead to occasional
maintain relationships.
impulse buys.
▪ Conservative Homebodies do not have a high product or brand loyalty, Conservative Homebodies are
therefore new-to-market products or private label companies could unlikely to change their shopping
potentially thrive with this consumer type, if they are competitively habits in the wake of COVID-19.
priced and provide the same features as Conservative Homebodies’ Since they placed little
regular purchases. importance on materialistic
possessions already, they are
unlikely to change their shopping
habits and will most likely
continue purchasing their regular
items and base their shopping
decisions on need and price.

Research Overview
DEMOGRAPHIC BREAKDOWN
Age and gender

City size and parental status

Education

Employment (1)

Employment (2)

Income

Research Overview
RESEARCH OVERVIEW
Euromonitor International’s consumer segmentation series
While many companies often identify market segments using demographics alone, few would agree that
consumers are neatly defined by age, gender or income. To overcome this issue, Euromonitor goes beyond
standard demographics and has created an ongoing series of distinct, personality and habit-driven consumer
types at both global and country levels.
2013 Consumer 2015 Shopper 2016 Consumer

2011 Consumer
Types Types Types
Types
45 country-level 24 country-level 100 country-level
Four global
consumer types, shopper types, consumer types,
consumer types
grouped into seven grouped into five grouped into eight
global-level global-level global-level
categories categories categories
2017 Consumer 2019 Consumer 2020 Consumer

Types Types Types
100 country-level 200 country-level 200 country-level
consumer types, consumer types, consumer types,
grouped into eight grouped grouped
global-level into 10 global-level into 11 global-level
categories categories categories

RESEARCH OVERVIEW
Overview of Lifestyles Survey
Focus and Design

2020 Lifestyles Survey Data
▪ The Lifestyles Survey covers seven areas of consumer Geographic Coverage
life: Healthy Living; Eating and Drinking; Shopping;
Technology; Green Influences; Spending; and Personal Africa: Morocco, Nigeria, South Africa
Traits and Values. Asia: China, Hong Kong (China), India,
▪ Survey, design, execution and analysis were developed Indonesia, Japan, Malaysia, Philippines,
collaboratively across teams within Euromonitor Singapore, South Korea, Taiwan, Thailand,
International, in conjunction with outside sample Vietnam
partners. Australasia: Australia, New Zealand
Fielding Eastern Europe: Poland, Russia
▪ A diverse set of online panellists in 40 countries were Middle East: Egypt, Saudi Arabia, United Arab
invited to participate between January and February Emirates
2020. Latin America: Argentina, Brazil, Chile,
▪ Panellists were pre-screened to ensure that the sample Colombia, Mexico, Peru
matched each country’s population according to nested North America: Canada, US
quotas for age (from 15 to 74) and gender. Western Europe: Belgium, Denmark, France,
Germany, Italy, Netherlands, Spain, Sweden,
Data Cleaning
Turkey, UK
▪ Only unique, complete responses to the Lifestyles Survey
questionnaire were used in analysis. Data cleaning
includes removing duplicate IP addresses, illogical
responses and responses with fast completion times.

RESEARCH OVERVIEW
Cluster analysis methodology: Choosing the consumer trait inputs
▪ After extensive work with the Lifestyles Survey dataset, Euromonitor identified a subset of questions which
encapsulated and differentiated a wide range of consumer attitudes and behaviours within each of the 40
countries surveyed.
▪ Questions spanned the major themes of the Lifestyles Survey, including: healthy living, meal preparation,
technology use, marketing influences, shopping priorities, spending behaviours and personal traits and values.
▪ The behavioural and attitudinal personality questions formed the core of the clusters.
▪ Demographic traits were not used in the analysis; any prevalence of consumers from a particular
demographic within one cluster is due to respondents’ other shared characteristics.
▪ Questions with a high correlation to one another were then condensed so that only one version was included in
the analysis, to prevent over- and under-statement of results.

RESEARCH OVERVIEW
Cluster analysis methodology: Identifying the consumer type clusters
▪ Drawing on the key subset of questions, a series of k-means cluster models were fit to the data in each country
(2-8 clusters).
▪ No one cluster model was quantitatively more compelling than any other, so a more conceptually-led,
hierarchical approach was adopted.
▪ As the number of clusters increased during the analysis, a model with a more fine-grained classification was
accepted if it predominantly split one of the clusters from the more coarse classification into two.
▪ For example, in increasing the number of clusters from two to three, it turned out that individuals who would
have been assigned to type 2 in the 2-cluster classification were split into types 2 and 3 in the 3-cluster
classification.
▪ Relative sizes of clusters were also considered.
▪ In this way, the 4-6 cluster model was ultimately determined to be the best fit.

RESEARCH OVERVIEW
Cluster analysis survey questions: Personal traits and values (1)
▪ It is important to me that other people think I'm doing well

▪ I feel I can make a difference to the world though my choices and actions
▪ I feel under constant pressure to get things done
▪ I like to try new products and services
▪ I have a strict boundary between my work (or school) and personal life
▪ I find I am looking for ways to simplify my life
▪ I like to enjoy life and don't worry about planning for the future
▪ I enjoy spending my money rather than saving it
▪ You can tell a lot about a person from the car they drive
▪ I prefer branded goods to non-branded alternatives
▪ Work abroad in a different country
▪ I believe that my investments will have long-term value
▪ Being active in the community is important to me
▪ Spiritual beliefs are an important part of my life
▪ I am able to balance "real world" activities with time spent online
▪ I prefer to take charge and lead others
▪ I like to be distinct from others
▪ I am willing to spend money to save time
▪ I would be lost without internet access

RESEARCH OVERVIEW
▪ Using the internet adds a great deal to my daily stress level

▪ I prefer to communicate online rather than face to face or by phone
▪ Targeted ads based on my previous online searches and purchase history are an invasion of my
privacy
▪ I freely share personal information online
▪ It is important to me to cultivate my personal brand online and manage other internet users'
perceptions of me
▪ I actively manage data sharing and privacy settings according to my preferences
▪ I share my data in order to receive personalised and targeted offers/deals
▪ I prefer to spend my money on experiences, rather than things
▪ I only buy from companies and brands that I trust completely
▪ I prefer online virtual experiences to real world experiences
▪ I give back to those in need
▪ I like to be actively engaged with brands
▪ I am actively involved in political and social issues
▪ It is important to spend money on experiences
▪ International products are more readily available to me now than they were five years ago
▪ I use technology to improve my day-to-day life
▪ I shop in stores that create engaging experiences

RESEARCH OVERVIEW
▪ I value real world experiences

▪ I value online virtual experiences
▪ I seek curated experiences that are tailored to my tastes
▪ It is important to experience cultures other than my own

RESEARCH OVERVIEW
Cluster analysis survey questions: Shopping
▪ Buying eco products makes me feel good

▪ I like to browse in stores even if I don’t need to buy anything
▪ I like to visit shopping malls
▪ I avoid going shopping whenever possible
▪ I often make impulse purchases
▪ I like to find bargains
▪ I would rather buy fewer, but higher quality things
▪ I seek niche brands that are hard-to-find or unique
▪ I try to lead a minimalist lifestyle and do not buy new items unless necessary
▪ I am willing to buy second-hand or previously-owned items
▪ I am willing to rent items for specific occasions or a set time period instead of buying them
▪ I am looking for personalised and tailored shopping experiences
▪ I regularly seek strong or well-known brands
▪ I regularly seek private label and low-cost products
▪ I seek products with easy to understand labels
▪ I like to repair my items instead of purchasing new ones
▪ I regularly buy myself small treats - products or services - as I feel I deserve them

RESEARCH OVERVIEW
Cluster analysis survey questions: Travel and technology
▪ I would pay a premium for smart appliances and products

▪ I would feel comfortable sharing my data through smart home technology with private companies
▪ I would feel comfortable sharing my data through smart home technology with government
institutions
▪ Ridesharing (1+/month)
▪ Autonomous car (ever ridden)
▪ Social media index (Question Mkt_4 series)
▪ Mobile index (Question Tech_4)
▪ International personal travel

FOR FURTHER INSIGHT PLEASE CONTACT
Amrutha Shridhar
Research Consultant
amrutha.shridhar@euromonitor.com
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CONSUMER TYPES IN INDIA

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 3

Euromonitor’s consumer types and Coronavirus

▪ The data collected via the Lifestyles Survey in 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 4

Breakdown of India consumer types

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 5

Priorities within status and consumption

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 6

Trade-offs between spending, time, and ways to simplify life

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 7

Who is the Undaunted Striver?

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 9

Undaunted Striver: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 10

Undaunted Striver: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 11

Best ways to target the Undaunted Striver

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 12

Who is the Digital Enthusiast?

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 13

Digital Enthusiast: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 14

Digital Enthusiast: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 15

Best ways to target the Digital Enthusiast

▪ The Digital Enthusiast seeks to incorporate technology in all areas of

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 16

Who is the Minimalist Seeker?

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 17

Minimalist Seeker: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 18

Minimalist Seeker: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 19

Best ways to target the Minimalist Seeker

▪ The Minimalist Seeker is focused on living a minimalistic lifestyle and

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 20

Who is the Secure Traditionalist?

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 21

Secure Traditionalist: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 22

Secure Traditionalist: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 23

Best ways to target the Secure Traditionalist

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 24

Who is the Conservative Homebody?

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES IN INDIA PASSPORT 25