Understanding the new consumer

Understanding the new consumer

There are two types of customers. One group is a bunch of people driven by price, motivated by a deal, unhappy about change, but excited by features and function.

The rest are turned on by the internet, quality, a great experience, design beauty, new challenges, rich information, a social conscience and the path less travelled.

Not surprisingly the first lot are Traditionals and the others are known as belonging to the new economic order (NEOs). This latter group get their economic credentials because they spend more than anyone else and they consume more frequently than anyone else.