Attitude is more important than income when it comes to families’ spending habits

Brands should not target consumers based on their demographic or economic status but consider their decision making processes around purchases instead, new research suggests.

The study, which was conducted by creative communications agency Krow in partnership with YouGov, aims to unearth new insights into how families make purchasing decisions.

Using qualitative and quantitative research, YouGov interviewed 4,024 parents of children aged four or over and segmented them into four clear family types. These are not based on demographic or economic profiles, but on their different attitudes to the decision making process with purchases.

The study finds these decisions are influenced

Lees verder op Marketingweek