All 7 tribes of shoppers have cut down on expenditure
Consumers have cut their supermarket spending by up to 38 percent from 2015, according to an MRB Hellas survey. It revealed that the reduction in monthly expenditure not only concerns consumers who could not afford to spend much, but also those who up until a few years ago viewed shopping as a pleasure and liked to check out new products.
The study, presented at a recent ECR Hellas conference, broke the Greek consumer public down into seven “tribes,” all of which have been forced to cut down on puchases.
They are the “budget-conscious,” who account for 34 percent of consumers and spend 185 euros a month against 214 euros in 2015, the “smart shoppers,” representing the 31 percent of consumers who have reduced their supermarket trips, spending 222 euros/month from 230 euros two years ago, the “hurried buyers,” who are just 8 percent against 11 percent in 2015 and spend 269 euros a month from 274 euros in 2015, the “gourmet shoppers,” who have cut down their spending from 510 to 403 euros in two years, the “day-out shoppers,” who have shrunk from 8 to 5 percent, the “not-again consumers,” who view shopping as a tedious process and have increased from 7 to 10 percent, and the “let-me-see buyers,” who spend 488 euros, down from 499.