| Characteristic | Brand-conscious followers | Premium shopaholics | Ethical 'confidents' | Value researchers | Quality-conscious 'independents' | Disengaged conformists |
|---|---|---|---|---|---|---|
| - | - | - | - | - | - | - |
| - | - | - | - | - | - | - |
| - | - | - | - | - | - | - |
| - | - | - | - | - | - | - |
| - | - | - | - | - | - | - |
| - | - | - | - | - | - | - |
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Source
Source
In cooperation with
McKinsey & Company
Release date
June 2020
More information
Region
Asia, APAC
Survey time period
Novermber 2019
Number of respondents
16,000 respondents
Supplementary notes
Figures might not add up to 100% due to rounding.
Brand conscious followers follow brands and trends but do not necessarily love shopping. Premium shopaholics take time to research and compare so they can purchase spontaneously. Ethical confidents prefer environmentally responsible brands. Value researchers look for discounts and prefer to research and buy online. Quality-conscious independents prefer high quality items. And disengaged conformists are not interested in shopping.
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