A Nielsen global survey revealed that when it comes to core fundamental lifestyle values centered on family, education or religious aspirations, we are more alike than we are different. However, what drives people’s shopping preferences can vary considerably depending on where they live.
"A one-size-fits-all approach doesn’t work; understanding the habits and diverse needs of consumers around the world is critical for success in today’s shrinking world," it said.
The study noted, for one, that more respondents in Asia-Pacific shopped impulsively and were attracted to designer brands than in any other region.
On the other hand, Latin Americans were intensely brand-loyal and well-informed shoppers. North American and European shoppers were largely driven by price and Middle East/Africa respondents were environmentally savvy and influenced by professionals.
More than 29,000 online respondents in 58 countries. The results reveal how consumers around the world shop and what drives category purchasing intent.
Nielsen said in growth markets, respondents were voracious consumers, often exceeding the global average when it came to early adoption, affinity for aspirational brands, researching and deal sensitivity.
Conversely, respondents in the developed regions of the world were often most skeptical, driven by price and least likely to be influenced by others.