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The Affluent ConsumerPublished by: Ledbury Research Published: Oct. 2, 2003 - 36 Pages Table of Contents Introduction The Affluent Consumer: A Demographic Profile The Affluent Consumer: Spending Habits The Affluent Consumer: Purchasing Behaviour, Purchase Motivators And Attitudes The Affluent Consumer: Awareness And Purchase Consideration Of Luxury Brands The Affluent Consumer: Magazine Readership And Hobbies Segmenting The Affluent Consumer Population Introducing The Four Segments Key Implications For Marketers AbstractThe Affluent Consumer is a ground-breaking report that draws on unique, proprietary consumer research to identify and describe the 5% of the adult population in the UK with more than £100,000 of investable assets. This report is a required reference for anyone interested in the affluent and wealthy in the UK today. It should be on the bookshelf of any marketing professional or senior manager at any luxury brand or financial service provider. For the first time this population’s spending on luxury goods is uncovered, their lifestyles are detailed, and their behaviours are analysed. Who are today’s affluent individuals? How do they differ from the rest of the population, and from previous generations of affluent people? How much do they spend on jewellery, clothes, wine, gifts and other products, and how often do they buy? Which brands do they favour, and which are successfully marketing to them? What motivates them to buy from a particular brand and which retail channels do they prefer? Which magazines do they read and which hobbies do they enjoy? How can this group be segmented to allow better-targeted marketing and product development? What are the implications of these findings for marketers going forward? Some Report Highlights · There are approximately 2 million affluent individuals in the UK today. · They spend, on average, more than three times as much on Wine, Art and Clothes as the average consumer, and more than twice as much on Gifts, Interior Design, Furniture, Watches and Electrical Goods. · Affluent individuals respond to different types of purchasing motivations than non-affluent individuals — TV, Press and Newspaper advertising do not work at all with them. · Affluent individuals are much happier to buy goods online and are more than 3 times as likely to buy something for more than £250 from the Internet. · Affluent consumers are 5 times more likely to consider buying from Montblanc than the UK average but only 28% more likely to consider buying from Tiffany. The Affluent Consumer contains charts and tables with hundreds of data points gathered by Ledbury Research through the Affluent Consumer Survey, fielded in Q3 2003. More than 1,000 affluent individuals and 1,200 randomly selected UK consumers responded to a detailed online questionnaire. The wealthy demographic has undergone such structural change, that old socio-economic categories (ABs, C1s, etc) have become outdated, thus Ledbury categorises by quantifiable assets. It is remarkably difficult to find meaningful information about the elusive luxury customer, but here are some solid facts and figures which should prove invaluable to luxury brands."" James Ogilvy, Luxury Briefing Get Full Details About This Report >> |
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