Smart shopper

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A smart shopper is a hybrid consumer whose behavior is characterized by the simultaneous pursuit of both price advantages and quality - for example high-quality brands . This distinguishes the smart shopper from the bargain hunter who is looking for offers that are already in the lowest price segment. According to the Allensbach Institute for Demoscopy , 25% of the total German population belong to this target group, which is important for marketing. You answered yes to the question "I always try to get expensive and exclusive branded items as cheaply as possible, for example by buying directly from the manufacturer, wholesaler or something like that (smart shopper)".

literature

  • Alexander Verweyen: Don't be afraid of the smart shopper. Frankfurt am Main, Campus-Verlag 1998 ISBN 3-593-36056-X
  • M. Pusch: The Smart Shopper; Possible impact on the branded goods industry. Diploma thesis, Siegen 1997
  • allensbacher reports, Institute for Demoskopie Allensbach: LESS BRAND AWARENESS A result of the Allensbach market and advertising media analysis 2003. ( PDF )
  • Beatrix Esser: Smart Shopping - A theoretical and empirical analysis of the price-performance-oriented shopping behavior of consumers, Lohmar-Cologne 2002, ISBN 3-89936-030-3