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The Path to PurchaseImplementing a consumer buying behaviour model

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© EUROMONITOR INTERNATIONAL 2014

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THE PATH TO PURCHASE: IMPLEMENTING A CONSUMER BUYING BEHAVIOUR MODEL

By Lisa Holmes, Survey Analyst

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© EUROMONITOR INTERNATIONAL 2014iv

1 INTRODUCTIONEffectively using consumer buying behaviour dataEuromonitor International’s Path to Purchase modelThe three phases of purchase decision-making

5 OPPORTUNITYIdentify the initial purchase impetus and key motivators

9 RESEARCHUnderstand the time, effort, and information sources that contribute to each purchase

13 SELECTIONKnow which features are on the buyer’s “must have” listAll shoppers are not created equal

17 PURCHASEUse consumer behaviours and attitudes to obtain the right end result

19 CONCLUSIONIdentifying the right questions to answer when analysing buying behaviour data

21 MORE ON THE MIDDLE CLASS HOME SURVEYWhy study the middle class?Focus and design

22 ABOUT THE AUTHOR

CONTENTS

© EUROMONITOR INTERNATIONAL 2014 1

Effectively using consumer buying behaviour dataStudying consumer shopping behaviour is not a new concept for companies and brands striving to increase their share of wallet. Today more than ever, a wide range of shopper data and insights are available, whether online shopping history, in-store tracking, or even brand mentions on social media. However, without a strong framework with which to analyse consumer behaviour, this seemingly endless supply of data can quickly create headaches for marketing and strategy professionals. Indeed, companies often struggle to turn all of the consumer information at their fingertips into actionable business insights.

To make sense of this consumer behaviour data, some brands and companies have their own purchase decision-making model, giving them the ability to study past shopper behaviour and use it to predict how potential customers might fill their in-store or online shopping cart. These models track shoppers’ “path to purchase”: the mental and physical steps consumers take from first considering a product category to ultimately buying a specific version.

Euromonitor International’s Path to Purchase modelIn order to help companies struggling to analyse the buying behaviours of their customers, Euromonitor used its extensive global consumer survey results to map out the purchase decision-making process. The end result of this analysis is a new path to purchase model that synthesises the many aspects of buying into three key phases. This white paper presents Euromonitor’s model in conceptual terms and illustrates each phase of the model using consumer survey results. The path to purchase for three common household products - furniture, tablets, and toys - is investigated among 6,600 middle class consumers in 16 markets.

INTRODUCTION

IntroductIon


For each phase of the path to purchase, this paper also highlights strategies brands and companies can implement to improve their analysis and use of consumer purchase behaviour data, allowing them to better reach their target market and grow revenue.

The three phases of purchase decision-makingTo best understand consumers’ decision-making as they select common household items, Euromonitor’s path to purchase model segments the buying process into three distinct phases: opportunity, research, and selection, with these three phases ultimately leading to a purchase.

Opportunity

Questions explored in this phase:

• What first causes the consumer to consider buying a particular type of product?

• What are the main drivers pushing the consumer to start moving along the path to purchase?

• How can a company influence a potential customer early in the decision-making process?

Business opportunities:

• Better target potential customers by understanding why they are interested in a particular product category

• Align product features and modifications to future product versions with customers’ key purchase motivations

Research


• How much information gathering does the consumer do to explore potential purchases?

IntroductIon


• What information sources are most useful during their search?

• For which products does word of mouth matter most? When do shoppers prefer to make their own comparisons?


• Engage shoppers in their purchase decision-making by becoming a research partner, helping them compare product options to find the best fit

• Improve customer intelligence and better understand how potential customers gather information about your product category

Selection


• What features are most important when the consumer is selecting their purchase?

• When do shoppers look for a particular brand during their product selection? When is low price the top consideration?

• Are trends toward environmentally-friendly products and manufacturing practices impacting purchase decision-making?


• Understand what makes shoppers select your product off the shelf, and continue to build on and emphasise those features

• Build a stronger brand name and reputation by focusing on the factors that matter to shoppers

IntroductIon


A shopper’s path to purchase is not always a straight lineIt is important to note that not all shoppers who first consider buying an item in the “opportunity” phase make it through the full path to purchase. Consumers can drop out of the buying process at any point for a variety of reasons. For example, they may no longer see a need for a particular product or decide the purchase can wait until a later time. Similarly, a shopper who is nearly ready to make a selection may decide to go back and do more research, or re-evaluate whether they really need the item at all. This highlights how the path to purchase can, in some instances, be iterative. With that in mind, this model allows companies to systematically examine how customers typically buy their product, recognising that there will always be some variation at the individual level.

Furniture, tablets, and toys – examining how the middle class makes purchasesThis white paper will use the path to purchase model outlined above, combined with the results of Euromonitor’s 2013 Middle Class Home survey, to explore how global middle class consumers buy typical household items, comparing the purchases of furniture, tablets and toys. Analysis of the buying process of these three products reveals key differences in how consumer perceptions of product categories or types, including those beyond the three explored in this paper, have a great impact on their purchase decision-making. A clear understanding of these consumer perceptions and behaviours then impacts how brands and companies can effectively work to increase exposure and revenue at multiple consumer contact points.


Identify the initial purchase impetus and key motivatorsUnderstanding the factors driving a consumer’s consideration of a particular product is the first step for brands and companies hoping to get inside the minds of their potential customers. A buyer who simply wants to replace a broken product approaches the purchase quite differently than a buyer who is thinking about purchasing a product for the first time because of an ad on TV or through word of mouth from a friend or family member. Identifying trends in purchase motivation can help marketers fine-tune advertising (e.g., is the ad the first exposure a consumer has to a particular product or do they already know they want it?) and better understand the key influencers driving shoppers toward or away from their product, whether they are a consumer’s friends, family, favourite blogger, or in-store salesperson.

When does the buyer first notice an opportunity to buy?Even in the first phase of our path to purchase comparison between a large piece of furniture, a tablet, and a toy or game, it becomes evident consumers think of these three types of products quite differently. For example, more than half of furniture shoppers initially begin to consider a new furniture purchase when they notice a spot for it in their home. Unlike furniture, however, toy shoppers generally realise the need for a toy or game outside the home. Indeed, nearly one in five first begin to think about purchasing a toy or game after seeing it in a store.

In contrast to both furniture and toys, tablet shoppers are often sparked to consider adding this tech device to their collection through word of mouth, perhaps when they see someone else playing with one or hear friends or family exclaim how useful it is.

OPPORTUNITY

opportunIty


Initial Thoughts on Purchasing

Source: Euromonitor International consumer survey; Middle Class Home, 2013

Note: Percentage of respondents indicating each reason for first beginning to think about purchasing each

item

What key motivator spurs the buyer to pull the trigger?Although they may initially begin to consider buying a product after seeing an ad for it on TV or noticing a spot for it around their home, shoppers need a clear motivation to make a purchase. This motivation may be rational or emotional; multi-faceted or simple. Often, this motivation is as simple as buying something “to make my life easier.” Tablets, in particular, are strongly identified with making life easier, perhaps due to their size and portability compared with a traditional laptop. Tablet buyers are also more likely to be trend-seekers, purchasing a new device purely as a status symbol. In other cases, consumers may be seeking to update to the latest model or replace a version that is broken. New furniture, for example, is often purchased as a replacement.

Unlike other household products, the most common reason to buy a toy or a game is as a gift. More than half of toy shoppers say their most recent toy purchase was for a present to give to someone else. This is likely driven by the fact that end users of these items are generally children, and not necessarily the adults who make the purchase.

Chart: Initial Thoughts on Purchasing

Source: Euromonitor International consumer survey; Middle Class Home, 2013Note: Percentage of respondents indicating each reason for first beginning to think about pu

0%

10%

20%

30%

40%

50%

60%

Noticed needfor such a

product in myhousehold

Saw it in astore

Saw it insomeone's

home or beingused by

someone else

Heard goodthings about itfrom someone

else

Saw it on TV Saw it in anonline ad

Furniture Tablet Toy or game

opportunIty


Common Motivations for Purchasing

Source:Euromonitor International consumer survey; Middle Class Home, 2013Note:Showing percentage reporting that indicated reason was a major motivator for purchasing item last time it was purchased. Respondents could select up to three reasons.

Chart Common Motivations for Purchasing

Source: Euromonitor International consumer survey; Middle Class Home, 2013Note: Showing percentage reporting that indicated reason was a major motivator for purcha

0% 10% 20% 30% 40% 50% 60%

To replace version I/we owned before, whichwas broken

To save money in the long-term

To save money in the short-term

To update existing version to latest model

To give as a gift

To save time

To be aligned with current trends

To use for specific purpose very soon

To make life easier

Tablet Furniture Toy or game

opportunIty


Tapping into consumer purchase motivationsUnderstanding why potential customers initially think of buying a particular type of product can help companies and brands in several key areas. First, knowing the motivations that cause consumers to purchase their product can help product development teams align future designs and improvements to better meet customer needs. For example, if a manufacturer is producing tablets with the primary goal of making them as low-cost as possible, but finds most of their customers are buying the tablet as a status symbol, the manufacturer can then refocus its attention and charge more money in the development of the next version.

Beyond product development, having a strong understanding of consumer motivations and attitudes during the early stages of the purchase decision-making process has clear implications for marketing teams. There are particular product categories, such as toys and games, where companies have a chance to spark a consumer’s initial interest in purchasing with an advertisement or in-store display. Similarly, there are other categories, such as furniture, where consumers are most likely to visit a store or website already knowing what they need to buy. Recognising where their products fit in this spectrum can help marketing teams decide how best to spend advertising dollars. Do they need to persuade a potential customer that they should buy a new sofa? Or do they need to convince someone who is already furniture shopping to buy one of their sofas?

Opportunity: Strategies for Success

• During the product development process, consider why customers are buying your product

• Recognise whether you need to persuade a shopper that they need a particular product or whether you simply need to convince them to buy your product

• Focus your advertising with buying motivations in mind – is the shopper looking for a gift? A replacement? Something cutting edge and “on trend?”


Understand the time, effort, and information sources that contribute to each purchaseOnce potential customers are open to buying a product, they then begin the process of researching options available. The research phase could be as brief as a quick scan of the store shelf or as involved as extensive in-store comparisons, online review reading, and creation of a list of questions to ask sales staff. While some individuals may be more inclined to spend a little bit (or a lot) of time deciding what to buy, regardless of product, the majority of consumers vary the time and effort they put into each purchase depending on the product’s expense and impact. As with the opportunity phase, companies and brands that understand typical research effort and key information sources can use this information to position themselves effectively, particularly from a marketing perspective.

How much energy is the buyer putting into this purchase?Revisiting the comparison of path to purchase for furniture, tablets, and toys and games, it is clear that, even between these three categories, consumers put different amounts of effort into information gathering. At one end, more extensive research tends to be common for expensive electronics such as tablets, where the risk of a bad purchase could have large consequences on a shopper’s bank account. On the other hand, toys and games are frequently purchased with little to no prior thought on the part of the customer, perhaps because these products are likely being bought as gifts and will not be used by the shoppers themselves. According to survey results, one-quarter of toy shoppers will buy a toy or game on the spot, with no time for pre-research. Companies and retailers hoping to target these impulse shoppers should ensure that their products are prominently displayed and easy to buy.

RESEARCH

research


In between tablets and toys is furniture, often a financially-substantial purchase that usually requires a good deal of in-person comparison, but also a familiar product type for many, which may mean furniture shoppers can spend less time researching and, instead, rely on past experience.

Amount of Research Done Prior to Purchasing

Source:Euromonitor International consumer survey; Middle Class Home, 2013Note:Showing percentage of respondents indicating they did the stated level of research prior to purchasing item

Where is the buyer looking for information?To create the most effective strategies in marketing and advertising, companies and brands need to understand the information sources potential customers find useful during product research. Some products such as furniture lend themselves to the “touch and feel” approach; furniture buyers need to examine potential purchases in person before making a decision. In contrast, shoppers are often much more comfortable purchasing a consumer electronics device without first physically examining it. Instead, they rely on information gathered online and from the recommendations of friends and family. Helpful information on toys and games lies somewhere in between the extremes of in-person furniture comparisons and online tablet research; many toy buyers find the advice of previous owners useful, but are also willing to do their own comparison shopping.

Chart: Amount of Research Done Prior to Purchasing

Source: Euromonitor International consumer survey; Middle Class Home, 2013Note: Showing percentage of respondents indicating they did the stated level of research pr

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Toy or game

Furniture

Tablet

A lot Some Little None

research


Most Useful Sources of Product Information

Source: Euromonitor International consumer survey; Middle Class Home, 2013Note: Showing percentage of respondents indicating that source had the most useful information when researching purchase. Respondents could select up to three

Becoming a partner in the research processFor marketing teams, understanding a shopper’s product research process can be the key to repositioning their company or brand from being seen only as a “seller” to being viewed as a partner, a reliable and transparent source of helpful information. Potential customers already look to manufacturer and store websites for information, particularly for products such as new consumer electronics. By offering clear product comparisons, both within their own brand and across those of competitors, and integrating consumer reviews, companies can become the number one stop for potential customers seeking information. This can lead to more sales and better insights into product development when competitors’ products win out. After all, technology has made it easy to click “add to cart” if you are already examining a product on a retailer’s website.

Retailers also have a clear opportunity to take control of the in-store aspect of customer product research. Informed salespeople can help shoppers pick out the best product to fit their needs. Creative and well-placed in-store displays can both spark a consumer to consider buying a product not already on their list and help steer them to a particular brand.

Chart: Most Useful Sources of Product Information

Source: Euromonitor International consumer survey; Middle Class Home, 2013Note: Showing percentage of respondents indicating that source had the most useful inform

0% 5% 10% 15% 20% 25% 30% 35% 40%

In-store salesperson

Comparison shopping in stores

In-store display

Store website

Consumer reviews

Comparison shopping online

Friends and family recommendation

User reviews

Manufacturer’s website

Tablet Toy Furniture

research


Research: Strategies for Success

• Become a partner in the research process to help consumers learn more about your products and gather essential customer intelligence

• Ensure that information about your product is easily accessible and transparent, whether online or in-store

• Make it easy for impulse buyers to purchase your product quickly and without hassle

• Recognise that the most influential source of information about your product may be word-of-mouth – and make sure you know what your consumers are saying!


Know which features are on the buyer’s “must have” listWhat makes a shopper select one specific item from a shelf filled with dozens of others that are seemingly similar, if not identical? For some, low price is the ultimate pull, trumping any other fancy features or brand names. For other shoppers, durability and quality matter most. As in the opportunity and research phases, the type of product also has a large impact on which key features are prioritised by consumers when they are ready to make a purchase. The same set of shoppers may be looking for a low-priced toy to keep a child occupied for a few hours, but view furniture as a longer-term investment, increasing their willingness to sacrifice price for quality and durability. Companies and brands that understand the features of their product that make shoppers take it off the store shelf (or leave it there) can better position themselves within the marketplace, meeting the desires of current customers and anticipating future trends.

What matters most when a buyer is deciding what to add to their shopping cart?Once again examining the path to purchase comparison between tablets, furniture, and toys, it is clear that, for all three of these products, consumers are focused on price. This finding should be nothing new for companies continually striving to balance customer requests for low prices and high quality.

Beyond price, clear distinctions between product types begin to emerge. Furniture shoppers are looking for durability, style, and appearance. These items are often large purchases, both in size and money spent, and customers want them to last, while complementing the décor of their home. Tablet shoppers focus more on brand, product reputation, and warranties. These shoppers seek out a product with a good track record and are looking for a safety net in case of an issue, since tablets are also an expensive purchase. A desire to appear “on trend” may also be a reason why brand is an important

SELECTION

selectIon


feature for tablet shoppers. Many seek out the latest Apple iPad or Samsung Galaxy Tab both because the brands have well-established reputations for quality products and because they are seen as status symbols.

For toys and games shoppers it really is price that matters most, with durability coming a distant second. Children, often the intended recipient, tend to outgrow toys quickly, making it reasonable for parents to pass up the high quality, high-priced toy in favour of the less expensive option.

Most Common Features Sought

Source: Euromonitor International consumer survey; Middle Class Home, 2013Note: Showing percentage of respondents indicating that selected feature was one that mattered most when considering purchase of item. Respondents could select up to five features.

Chart: Most Common Features Sought

Source: Euromonitor International consumer survey; Middle Class Home, 2013Note: Showing percentage of respondents indicating that selected feature was one that mat

0% 10% 20% 30% 40% 50% 60%

Ease of use

Product reputation

Brand

Green' features

Being brand-new

Warranties

Discounts / sales

Premium

Color

Style

Appearance

Durability

Cost / price

Furniture Toy or game Tablet

selectIon


Using key features to impact advertising and product developmentRetailers, companies, and brands that understand the key features sought by potential customers can use that information to better target advertising and refine product development. This allows them to highlight what their product has that consumers want now and build future versions that are even more desirable. Knowledge of which features are most important to potential customers can also give brands and companies an edge over competitors. Even if they cannot offer a product at the lowest price, these companies can identify the next most sought-after feature among shoppers and focus their efforts on becoming the best in that area. For example, Apple has set itself above competitors in the tablet market not by offering the iPad at the lowest price, but by focusing on a high-end design and functionality that appeals most to tablet shoppers.

Selection: Strategies for Success

• Recognise that price is often the first and last thing shoppers consider

• Use advertising to highlight your product’s most sought-after features

• Stay ahead of the competition by understanding that secondary features (beyond low price) are often key to gaining market share

• Build a strong brand name and reputation that signals high quality to potential customers

selectIon


All Shoppers Are Not Created EqualDiffering approaches to buying – because not everyone spends months researching purchases When using consumer data to gain insights about typical paths to purchase, it is just as

important to consider variations between consumers themselves as it is to look at buying

behaviours across different product categories. Demographic and personality traits can often

impact how a shopper approaches all of their purchases. Some are perennially in a hurry,

unwilling to wait even one day between first considering a product and making a purchase.

Others may be indecisive to the extreme, checking and re-checking online reviews and visiting

several stores before finally buying a product (and definitely keeping the receipts). These two

extremes, Impulse Buyers and Slow Buyers, are compared below as an example of how path to

purchase information can help pinpoint buyer segments.

What about other buyer types?Beyond Impulse Buyers and Slow Buyers, there are many potential consumer segments to be

found by exploring purchase decision-making data. To be most effective, companies and brands

should consider the common consumer types that emerge along the typical path to purchase

for their own customers. These types may be defined by criteria other than research time (as

explored above), and could include Quality Seekers, Bargain Hunters, and Savvy Maximisers,

among many others. One resource for companies beginning to think through this segmentation

process is Euromonitor’s white paper, “Four Consumer Types to Optimise Marketing Strategy.”

Impulse BuyersImpulse buyers spend less than 24 hours between first considering buying an item and making their purchase.

Key characteristics:• Most likely to first think of purchas-

ing an item when they see it in a store• Typically spend minimal effort of

product research, seeking out “low effort” information sources such as TV ads and in-store displays

• More likely than Slow Buyers to look for premium items

How to attract Impulse Buyers:• Catch their attention and make it easy

to buy on the spot• Make buying convenient, for a price –

Impulse Buyers may be willing to pay more if they can make their purchase quickly

Slow BuyersSlow Buyers spend more than one month between first considering buying an item and making their purchase.

Key characteristics:• Most likely to first think of purchas-

ing an item when they notice a need for it at home or see it being used by someone else

• Take advantage of product research opportunities and find comparison shopping, both online and in-stores, to be useful

• Often are interested in finding a low price or discounted item

How to attract Slow Buyers:• Help them find lots of product infor-

mation• Give them access to in-store experts• Let them try a product at home first,

before committing to the purchase

http://go.euromonitor.com/Four-Consumer-Types-to-Optimize-Marketing-Strategy.html


Use consumer behaviours and attitudes to obtain the right end resultAfter tracking potential customers through the research, opportunity, and selection phases, companies and brands all hope for one outcome: that the shopper ultimately buys their product. However, as explored above, there is no reason why firms should merely sit back and hope that their product is chosen. Instead, they should strive to engage with the customer at every step along the way – from planting the idea of a purchase in a shopper’s mind to becoming a partner in the research process to highlighting desired product features.

What does the full path to purchase look like?When all three phases of the path to purchase are put together, they form a picture of the complete purchase decision-making process. For example, a “typical” furniture buyer first decides to start looking for a new sofa while sitting at home, realising that she has fallen out of love with her old sofa and is ready to replace it. She then begins to gather information and research sofa options, visiting several different stores and doing her own product comparisons. When she narrows down her selection, the key features that stand out include the sofa’s cost, durability, and how it will fit with her current décor. If she finds the perfect match, possibly after weeks or months of consideration, the furniture buyer makes a purchase.

The “typical” path to purchase for a toy or game looks quite different. A toy buyer may first decide to start toy shopping while walking through a store with his child. When his daughter grabs a toy off the store shelf and begins to make the case for purchasing it (possibly quite loudly), the toy buyer quickly checks the price and determines whether the item looks like it will break within the first few days of use – possibly by quickly checking user reviews on his smartphone. Once these two conditions are met, the toy buyer makes a purchase and gives the toy to their child.

PURCHASE

purchase


Unlike a furniture or toy buyer, a tablet buyer may first think of purchasing a tablet when she sees it in use by someone else. She may be spending time with friends and notice that one of them has the latest tablet. Not wanting to seem out of date or behind current trends, the tablet buyer decides that she is going to start shopping for the tech device. After much research and deliberation, often reading online reviews and visiting websites with product information, she narrows down her selection to devices with strong reputations for quality and recognisable brand names, ultimately purchasing the one that has the best mixture of price, brand, and reputation.

Identify patterns in the path to purchase, but recognise variationsWhile many shoppers follow a similar path to purchase when buying a particular type of product, there will always be differences from consumer to consumer in purchase decision-making. For example, a parent buying a toy or game, as described in the scenario above, may go from first considering the purchase to buying a specific item in less than 10 minutes. In contrast, a serious “gamer” who frequently plays video games may put much more thought into the buying process, carefully researching a potential purchase and evaluating all options over weeks or months.

Beyond recognising differences in how much time and effort shoppers spend at the different phases of the path to purchase, it is important for companies to keep in mind that some shoppers never get beyond the opportunity, research, or even selection phases and, at some point, drop out of the path to purchase completely. Identifying places in the purchase decision-making process where potential customers simply decide not to buy is just as critical for companies as understanding how customers move through the path to purchase.

Using consumer data and industry knowledge, companies should consider what the path to purchase looks like for their products and their target markets. They may also learn that there are several paths common to different target consumer segments. Once these paths are identified, brands and companies can use the strategies highlighted in the opportunity, research, and selection sections of this white paper to strengthen their consumer engagement and grow revenue.


Identifying the right questions to answer when analysing buying behaviour dataA clear understanding of how potential customers move through the path to purchase, from initial thought to final check out, is essential for companies and brands seeking to remain competitive in today’s marketplace. While many have their own method for tracking shopper decision-making, the resulting collection of consumer data does not always lead to actionable insights and savvy business decisions. As these companies continue to struggle with developing their own purchase decision-making research and enhancing their custom path to purchase models, they should seek to answer specific questions at each phase of the buying process (see page 20 for questions).

By introducing a three-phase path to purchase model, this white paper offered a solution to companies struggling to analyse and make sense of their consumer shopper data. Specifically, this white paper illustrated Euromonitor’s path to purchase model by exploring how middle class consumers go about buying three common household items: furniture, tablets, and toys. Findings from this exploration impact companies far beyond these industries, both in how they approach product development and marketing and how they use their own purchase decision-making model.

CONCLUSION

conclusIon


OPPORTUNITY

RESEARCH

• What sparks a customer to first consider buying my product? How can I ensure this initial motivation pushes shoppers toward my brand?

• Is my product viewed as an “essential”, a “nice to have”, or an “indulgence” by my typical customer?

• Does my advertising and positioning align with the key reasons why customers are buying my product?

• Do I know where potential customers are getting information about my product categories?

• Are there ways I can help potential buyers find information about my product?

• How can I better engage with shoppers to become a partner in the information gathering process?

• Do I need to be more active on social media to better influence (or at least participate in) the conversation about my product?

SELECTION • Can I compete on price within the market? If not, where should I focus my efforts to get ahead of competitors?

• Is my brand name a strength or a liability when shoppers are looking at the store shelf?

• What features matter most to consumers who are looking to buy within my product category?


Why study the middle class?Survey results on consumer purchase decision-making presented in this white paper are drawn from Euromonitor International’s Middle Class Home Survey. This survey was conducted in 2013 and focused on middle class spending and behaviours, particularly those relating to the home. Download a complimentary extract of the Middle Class Home Survey.

Middle class shoppers around the world buy everything from packaged food to consumer electronics, home and garden products to large appliances. Their choice of discount, standard or premium items significantly impacts manufacturers and retailer s alike. As the middle class continues to grow, particularly in emerging markets, an understanding of the attitudes, preferences, buying behaviours and motivations of these consumers is essential for any company hoping to continue attracting this diverse group in years to come.

This paper was written using data from Euromonitor International’s Passport: Survey database. Passport: Survey provides an intimate look at consumer attitudes, behaviours and evolving trends, examining their impact on the global marketplace. For more information, please request a demonstration.

Focus and designEuromonitor International’s Middle Class Home Survey results are drawn from ~6,600 online consumers ranging in age from 15 to 65+ and living in 16 major markets in 2013: Australia, Brazil, China, Colombia, France, Germany, India, Indonesia, Japan, Mexico, Russia, Spain, Thailand, Turkey, United Kingdom, and the US.

Survey, design, execution and analysis were developed collaboratively across teams within Euromonitor International, in conjunction with outside sample partners. All surveys were completed in local languages online across the 16 markets studied.

MORE ON THE MIDDLE CLASS HOME SURVEY

http://go.euromonitor.com/middle-class-at-home-executive-summary-extract.html

http://go.euromonitor.com/middle-class-at-home-executive-summary-extract.html

http://go.euromonitor.com/PassportSurvey-DemoRequest.html


Lisa joined Euromonitor as Survey Analyst in 2012. Prior to joining Euromonitor, Lisa was Senior Research Analyst at a high-profile private wealth management research firm. Lisa has worked closely with clients and industry experts to develop surveys and reports that help clients better understand the market and serve their customers. Lisa’s key responsibilities at Euromonitor include: survey development, fieldwork management, data cleaning,

rigorous data analysis, and insightful reporting. While at Euromonitor, Lisa has reported on a wide range of topics, including technology, shopping trends, economic outlook, and consumer types. Lisa specialises in synthesising the results of Euromonitor’s global consumer surveys into reports, articles, and datagraphics that highlight key findings and business implications.

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