Euromonitor Consumer Types: Understanding the Undaunted Striver

Grouping consumers solely by demographics while looking at their buying behaviour and purchase decision making can give a skewed view of their daily habits and long-term lifestyle choices. Instead, Euromonitor’s eight global consumer types look beyond standard demographics and profile distinct personality-driven consumer types. Changes in attitudes and habits can be tracked through our Consumer Types Series year-on-year, giving valuable insight on what consumers want and need, even distinguishing among those in the same demographic group.

The Undaunted Striver places importance on how others perceive them and are avid followers of the latest trends. To ensure they keep up with changing styles, Undaunted Strivers are likely to make impulsive purchases and enjoy spending money on new products, premium and strong-branded products as well as convenience services. Though Undaunted Strivers do take low prices and value for money into account, they do not place as much importance on these features as other consumer types. Luxury and strong-branded companies, as well as those who capture the latest trends in their products, are highly likely to resonate with the Undaunted Striver.

Understanding the shopping habits and preferences of global consumer types allows companies, brands and retailers to target their core customers better. From initial shopping motivations to influences, channels used and the final purchase, these steps in the path to purchase provide valuable information on how to successfully target key audiences.

For additional insights on each of our eight consumer types and how to influence their purchase decisions, download Euromonitor International’s “2018 Survey Results: Using the Consumer Types to Understand the Path to Purchase” white paper.