RegioData Consumer Styles

RegioData Consumer Styles

RegioData Consumer Styles comprise numerous sociodemographic data of target groups (age structure, household size, education, employment status, purchasing power…) as well as structural factors (e.g. urban vs rural areas). For each region the approximate shares of target groups in the total households are calculated. This allows rendering key characteristics of certain target groups and using them for targeted marketing and sales campaigns. The following distinct consumer types can be identified:

  • Type A: not wealthy (young) families
    Multiperson households with children; low purchasing power per household; mostly, young; predominantly workers and not employees in leadership positions; mostly, lower education levels; price sensitive, rather traditional, security-oriented, pragmatic, sales and promotion customers
  • Type B: young potential social achievers
    Single or multiperson households (without children); not employed or partially employed, very low income; very young; higher education; primarily, students or young professionals; online affine; leisure-oriented; “Life-Work-Balance” is important; keen on traveling
  • Type C: childless lower class
    Low purchasing power, high age, small households (mostly, 1-2 persons), above average unemployment, precarious employment relations; purchasing on account; easily spending money
  • Type D: poor old population
    Low purchasing power, high age, small (or very large) households without children, traditional values, security-oriented, very price sensitive, preferring traditional stationary shops, promotion and sales customers
  • Type E: educated middle class without children
    Average purchasing power, higher education, average age, small households (no children), very brand-affine (favorite brands); mostly employees, online affine, often concerned about environment; prefer traveling on their own
  • Type F: lower middle class without children
    Average purchasing power, lower/average education, small households (no children), average age, very brand-affine, traditional values, online affine, high need of representation; prefer all-inclusive holiday tours
  • Type H: wealthy families
    Multiperson households with children; high purchasing power per household; mostly higher education, brand-affine; high online consumption; mostly employees in leadership positions or individual entrepreneurs; value-oriented
  • Type I: golden age
    High age; small households without children; high purchasing power, financially secure, mostly pensioners and individual entrepreneurs; prefer traditional stationary retail but show interest in online; mostly conservative; quality-oriented
  • Type J: wealthy employed without children
    High purchasing power, small households (without children), mostly employees in leadership roles or individual entrepreneurs; most likely higher education, online affine, most likely urban residents; mostly keen on traveling


Your benefit

  • Marketing and sales activities directed at specific target groups
  • Basis for planning and optimizing retail locations
  • Estimation of the pool of potential new customers

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