CONSUMER TYPES IN COLOMBIA

December 2019
Introduction to Consumer Types
Shopping Habits of Colombia Consumer Types
Demographic Breakdown
Research Overview
INTRODUCTION TO CONSUMER TYPES

Scope

▪ This report is part of an ongoing series that covers the key characteristics and Disclaimer
lifestyle habits of consumer types, therefore there may be some similarities from Much of the information in this briefing
is of a statistical nature and, while
previous years. every attempt has been made to
ensure accuracy and reliability,
▪ Consumer types can be a powerful tool to help companies better understand and Euromonitor International cannot be
appeal to their target markets. By going beyond typical demographic-based held responsible for omissions or
errors.
segmentation, such as age or gender, and grouping consumers based on shared Figures in tables and analyses are
traits and preferences, companies can better develop products and marketing calculated from unrounded data and
may not sum. Analyses found in the
campaigns that resonate with key customers. This report includes in-depth briefings may not totally reflect the
profiles of the six Colombia consumer types. companies’ opinions, reader discretion
is advised.

While many companies often

identify market segments using
demographics alone, few would
agree that consumers are neatly
defined by age, gender or income. To
overcome this, Euromonitor’s Survey
team has looked beyond standard
demographics to create distinct,
personality-driven consumer types at
global and country levels.

Note: All PowerPoint reports must contain a “Scope” slide

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 3

INTRODUCTION TO CONSUMER TYPES

Breakdown of Colombia consumer types

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 4

INTRODUCTION TO CONSUMER TYPES

Priorities within status and consumption

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 5

INTRODUCTION TO CONSUMER TYPES

Trade-offs between spending, time, and ways to simplify life

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 6

Introduction to Consumer Types
Shopping Habits of Colombia Consumer Types
Demographic Breakdown
Research Overview
SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Impulsive spender

“I love finding bargains.”

Best ways to target

▪ The Impulsive Spender places importance on their appearance and
23% of Colombia frequently makes impulse purchases to keep up-to-date on the latest
consumers are trends. Though they somewhat enjoy shopping and do not like spending
Impulsive Spenders money, Impulsive Spenders do actively seek bargains which further
enable their impulsive spending behaviour. Companies and brands that
clearly outline sales and discounts on well-known, premium and luxury
40% like to be actively involved
products are likely to resonate with the Impulsive Spender as these
with brands
types of deals would be considered great value for money.
78% use technology to improve
▪ To ensure that brands and retailers are making the most of the
their day-to-day life
Impulsive Spenders spontaneous purchasing behaviour, they need to
69% try to have a positive make sure that mobile, online and in-store platforms are easy and quick
impact on the environment to use since Impulsive Spenders do not enjoy shopping. Companies and
through their daily actions brands should also clearly outline any sales, discounts and bargains. This
34% are actively involved in could enable more purchases as Impulsive Spenders would be able to
political and social issues buy on-trend products at a low price.

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Impulsive spender: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 9

SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Impulsive spender: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 10

SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Balanced optimist

“I am confident in myself and the future.”

Best ways to target

▪ The Balanced Optimist is a pragmatic consumer. They are usually
19% of Colombia cautious about how they spend their money and look to save rather than
consumers are spend. They are strongly driven by low prices and even though they do
Balanced Optimists value brand-name products, they are unlikely to buy them unless they
are discounted and competitively priced. They do not have very strong
brand loyalty and can shift their preferences according to low prices and
13% like to be actively involved
how much money they can save. Balanced Optimists could potentially be
with brands
a great target market for new-to-market companies or private label
80% use technology to improve companies if they are cheaper than name-brand alternatives.
their day-to-day life
▪ Due to their heavy interest in low prices, clear discounts and easy price
59% try to have a positive comparison in-store and online could facilitate quicker purchasing
impact on the environment decision making and could potentially make Balanced Optimists’
through their daily actions shopping experiences more convenient as well as enable their impulsive
11% are actively involved in shopping behaviour.
political and social issues

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Balanced optimist: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2019

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Balanced optimist: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2019

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES
Empowered activist
“I believe I have the power to affect change.”
18% of Colombia
consumers are
Empowered Activists
59% like to be actively involved
with brands
95% use technology to improve
their day-to-day life
93% try to have a positive impact
on the environment through their
daily actions
25% are actively involved in
political and social issues
© Euromonitor International
Best ways to target
▪ The Empowered Activist seeks high-quality products when making
purchases. This includes products with green and eco-conscious claims,
although not necessarily well-known and premium products.
Empowered Activists place a great deal of importance on value for
money, and are cautious as to how much they spend. However, they are
willing to pay more for products that they believe are of higher quality.
▪ Companies and brands looking to target this consumer type should
consider investing in partnerships and claims by well-known green and
eco-conscious associations which may influence the Empowered
Activist’s shopping decisions.
▪ They are also heavily invested in environmental, social and political
issues. Brands and companies which share these interests with
Empowered Activists are likely to resonate with them on a deeper level.
▪ Empowered Activists do not make impulse purchases often; however,
they do treat themselves, as well as friends and family, if they feel it is
deserved.
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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Empowered activist: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2019

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Empowered activist: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 16

SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Minimalist seeker

“I choose to focus on simpler things.”

Best ways to target

▪ The Minimalist Seeker is focused on living a minimalistic lifestyle and
17% of Colombia places a lot of importance on sustainability and community issues. They
consumers are rarely buy non-essential products and are unlikely to make impulsive
Minimalist Seekers shopping decisions. Minimalist Seekers place importance on quality and
are willing to pay more for this if it means that their purchases will have
longevity. This focus on longevity can also be seen through their
16% like to be actively involved
inclination to fix items rather than purchasing a replacement as well as
with brands
purchasing second-hand items.
64% use technology to improve
▪ Minimalist Seekers are unlikely to place importance on their image or
their day-to-day life
follow trends. They have the potential to be a great target audience for
90% try to have a positive new product innovations, new brands and private label companies as
impact on the environment long as they are in line with the Minimalist Seeker’s values.
through their daily actions
13% are actively involved in
political and social issues

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Minimalist seeker: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 18

SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Minimalist seeker: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2019

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES
Secure traditionalist
“I am content with where I am in life.”
14% of Colombia
consumers are Secure
Traditionalists
17% like to be actively involved
with brands
27% use technology to improve
their day-to-day life
25% try to have a positive impact
on the environment through their
daily actions
9% are actively involved in
political and social issues
© Euromonitor International
Best ways to target
▪ Secure Traditionalists are very set in their ways and are often very
frugal in their shopping habits. They do not enjoy shopping and rarely
make impulse purchases, often sticking to their usual purchases. They
do place much importance on low prices as they value saving money.
Due to their low brand loyalty and strong focus on price, this could
potentially be a key audience for new brands, products and private label
companies as long as they are competitively priced. To have the most
impact on the Secure Traditionalists’ purchasing decisions, these
discounts and low prices should be clearly labelled at the time of
selection and purchase.
▪ Since Secure Traditionalists actively try to avoid shopping as well,
brands and retailers that make the shopping experience as convenient,
quick and efficient as possible are likely to have happy and returning
customers.
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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Secure traditionalist: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 21

SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Secure traditionalist: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2019

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SHOPPING HABITS OF COLOMBIA CONSUMER TYPES
Undaunted striver
8% of Colombia
consumers are
Undaunted Strivers
93% like to be actively involved
with brands
96% use technology to improve
their day-to-day life
100% try to have a positive
impact on the environment
through their daily actions
67% are actively involved in
political and social issues
© Euromonitor International
“I want to have and be the best.”
Best ways to target
▪ Undaunted Strivers care how others perceive them and are avid
followers of the latest trends. To ensure they are keeping up with
changing styles, Undaunted Strivers are highly likely to make impulsive
purchases and enjoy spending money on new products, premium and
strong-branded products as well as convenience services. Luxury and
strong-branded companies, as well as those who capture the latest
trends in their products, are highly likely to resonate with Undaunted
Strivers, especially if they have a strong social media presence and
celebrity endorsements.
▪ Though the Undaunted Striver is one of the most tech-savvy consumer
types and has high usage of both online and mobile platforms when it
comes to their shopping behaviours, companies should not neglect in-
store services. Instead, creating a seamless and easy-to-use experience
for Undaunted Strivers from in-store to online and mobile platforms is
likely to ensure customer loyalty and facilitate more of their impulsive
buying behaviour.
LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 23
SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Undaunted striver: shopping motivations and influences

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 24

SHOPPING HABITS OF COLOMBIA CONSUMER TYPES

Undaunted striver: research and purchase channels

Source: Euromonitor International Lifestyles Survey 2019

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Introduction to Consumer Types
Shopping Habits of Colombia Consumer Types
Demographic Breakdown
Research Overview
DEMOGRAPHIC BREAKDOWN

Age and gender

Source: Euromonitor International Lifestyles Survey 2019

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DEMOGRAPHIC BREAKDOWN

City size and parental status

Source: Euromonitor International Lifestyles Survey 2019

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DEMOGRAPHIC BREAKDOWN

Education

Source: Euromonitor International Lifestyles Survey 2019

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DEMOGRAPHIC BREAKDOWN

Employment (1)

Source: Euromonitor International Lifestyles Survey 2019

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DEMOGRAPHIC BREAKDOWN

Employment (2)

Source: Euromonitor International Lifestyles Survey 2019

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DEMOGRAPHIC BREAKDOWN

Income

Source: Euromonitor International Lifestyles Survey 2019

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 32

Introduction to Consumer Types
Shopping Habits of Colombia Consumer Types
Demographic Breakdown
Research Overview
RESEARCH OVERVIEW

Euromonitor International’s consumer segmentation series

Going beyond country-level analysis to look at 2011 Consumer Types 2015 Shopper Types
consumer types across the world Four Global Consumer 45 country-level
While many companies often identify market Types shopper types, grouped
segments using demographics alone, few would into five global-level
agree that consumers are neatly defined by age, categories
gender or income. To overcome this issue,
Euromonitor International goes beyond standard 2013 Consumer Types 2016 Consumer Types
demographics and has created an ongoing series 45 country-level 100 country-level
of distinct personality and habit-driven consumer consumer types, grouped consumer types, grouped
types at both the global and country level. into seven global-level into eight global-level
categories categories

2017 Consumer Types 2019 Consumer Types

100 country-level consumer 200 country-level consumer types,
types, grouped into eight grouped into ten global level
global-level categories
categories

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RESEARCH OVERVIEW

Other 2019 consumer types reports

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 35

RESEARCH OVERVIEW

Other 2019 consumer types reports

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 36

RESEARCH OVERVIEW
Overview of Lifestyles Survey
Focus and Design
▪ The Lifestyles Survey covers seven areas of consumer
life: Healthy Living, Eating & Drinking, Shopping,
Technology, Green Influences, Spending and Personal
Traits & Values.
▪ Survey, design, execution and analysis were developed
collaboratively across teams within Euromonitor
International, in conjunction with outside sample
partners.
Fielding
▪ A diverse set of online panellists in 40 countries were
invited to participate between January and February
2019.
▪ Panellists were pre-screened to ensure that the sample
matched each country’s population according to nested
quotas for age (from 15 to 74) and gender.
Data Cleaning
▪ Only unique, complete responses to the Lifestyles Survey
questionnaire were used in analysis. Data cleaning
includes removing duplicate IP addresses, illogical
responses and responses with fast completion times.
© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA
2019 Lifestyles Survey Data
Geographic Coverage
Africa: Morocco, Nigeria, South Africa
Asia: China, Hong Kong (China), India,
Indonesia, Japan, Malaysia, Philippines,
Singapore, South Korea, Taiwan, Thailand,
Vietnam
Australasia: Australia, New Zealand
Eastern Europe: Poland, Russia
Middle East: Egypt, Saudi Arabia, United Arab
Emirates
Latin America: Argentina, Brazil, Chile,
Colombia, Mexico, Peru
North America: Canada, USA
Western Europe: Belgium, Denmark, France,
Germany, Italy, Netherlands, Spain, Sweden,
Turkey, United Kingdom
PASSPORT 37
RESEARCH OVERVIEW
Cluster analysis methodology in detail
Choosing the consumer trait inputs
▪ After extensive work with the Lifestyles survey
dataset, Euromonitor identified a subset of questions
which encapsulated and differentiated a wide range
of consumer attitudes and behaviour within each of
the 40 countries surveyed.
▪ Questions spanned the major themes of the
Lifestyles survey, including: healthy living, meal
preparation, technology use, marketing influences,
shopping priorities, spending behaviour and
personal traits and values.
▪ The 51 behavioural and attitudinal personality
questions formed the core of the clusters.
▪ Demographic traits were not used in the analysis;
any prevalence of consumers from a particular
demographic within one cluster is due to
respondents’ other shared characteristics.
▪ Questions with a high correlation to one another
were then condensed so that only one version was
included in the analysis, to prevent over- and under-
statement of results.
© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA
Identifying the consumer type clusters
▪ Drawing on the key subset of questions, a series of k-
means cluster models were fit to the data in each
country (2-8 clusters).
▪ No one cluster model was quantitatively more
compelling than any other, so a more conceptually-
led, hierarchical approach was adopted.
▪ As the number of clusters increased during the
analysis, a model with a more fine-grained
classification was accepted if it predominantly split
one of the clusters from the more coarse
classification into two.
▪ For example, in increasing the number of clusters
from two to three, it turned out that individuals
who would have been assigned to type-2 in the 2-
cluster classification were split into types-2 and -3
in the 3-cluster classification.
▪ Relative sizes of clusters were also considered.
▪ In this way, the 5-cluster model was ultimately
determined to be the best fit.
PASSPORT 38
RESEARCH OVERVIEW

Cluster analysis survey questions (1)

The following questions were used in the consumer typologies cluster analysis:

Personal Traits & Values

▪ It's important to me that other people think I'm doing well
▪ I feel I can make a difference to the world though my choices and actions
▪ I feel under constant pressure to get things done
▪ I like to try new products and services
▪ I have a strict boundary between my work (or school) and personal life
▪ I find I am looking for ways to simplify my life
▪ I like to enjoy life and don't worry about planning for the future
▪ I usually get what I want in life
▪ I enjoy spending my money rather than saving it
▪ You can tell a lot about a person from the car they drive
▪ I try to have a positive impact on the environment through my everyday actions
▪ I am worried about climate change
▪ I prefer branded goods to non-branded alternatives
▪ I expect to live and/or work in another country during my lifetime
▪ I believe that my investments will have long-term value
▪ Being active in the community is important to me

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RESEARCH OVERVIEW

Cluster analysis survey questions (2)

Personal Traits & Values (continued)

▪ Spiritual beliefs are an important part of my life
▪ I am able to balance "real world" activities with time spent online
▪ I prefer to take charge and lead others
▪ I like to be distinct from others
▪ I am willing to spend money to save time
▪ I prefer to let others take the lead
▪ I would be lost without internet access
▪ Using the internet adds a great deal to my daily stress level
▪ I prefer to communicate online rather than face to face or by phone
▪ Targeted ads based on my previous online searches and purchase history are an invasion of my privacy
▪ I freely share personal information online
▪ It is important to me to cultivate my personal brand online and manage other internet users' perceptions of me
▪ I seek professional medical help when I am not feeling well and it is appropriate to do so
▪ I prefer to spend my money on experiences, rather than things
▪ I only buy from companies and brands that I trust completely
▪ I expect to be self-employed at some point during my lifetime
Leisure & Recreation
▪ International personal trip

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RESEARCH OVERVIEW

Cluster analysis survey questions (3)

Technology
▪ Influencing Communication Index
▪ Smartphone
▪ Desktop
▪ Laptop
▪ Tablet
▪ Smartwatch
▪ Wearable fitness tracker
▪ Smart appliance
▪ Interact with company via social media
▪ Bank (Computer/Phone)
▪ Social (Computer/Phone)
▪ Food (Computer/Phone)
▪ Mobile Index
Healthy & Ethical Living
▪ Participate in team sports
▪ Participate in individual sports
▪ Participate in physical exercise
▪ Take health supplements/vitamins

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RESEARCH OVERVIEW

Cluster analysis survey questions (4)

Spending & Saving

▪ Overall spending
▪ Putting more money aside into savings
▪ Use of credit cards to manage shortfalls
▪ Loans to cover expenses
▪ Participate in stress reduction activities
Eating & Drinking
▪ I closely read the nutrition labels of food and beverages before consuming
▪ I am on a diet trying to lose weight
▪ I actively monitor what I eat in order to manage my weight
▪ Prepare your own meal to eat in your home (not a ready meal)
▪ Eat a ready meal or feed a ready meal to others in your household
▪ Time spent preparing dinner
Shopping
▪ I only shop for groceries with a shopping list
▪ I tend to buy more items or shop more often at stores or websites where I have a loyalty card
▪ I try to shop in locally-owned stores
▪ I regularly buy gifts for my family and/or friend
▪ I pick my travel destinations based on the quality of shopping there

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RESEARCH OVERVIEW

Cluster analysis survey questions (5)

Shopping (continued)
▪ I don't mind buying items that will not last for a long time if they are inexpensive
▪ Buying eco products makes me feel good
▪ I like to browse in stores even if I don't need to buy anything
▪ I like to visit shopping malls
▪ I avoid going shopping whenever possible
▪ I often make impulse purchases
▪ I like to find bargains
▪ I would rather buy fewer, but higher quality things
▪ I regularly buy myself small treats - products or services - as I feel I deserve them

© Euromonitor International LIFESTYLES: CONSUMER TYPES IN COLOMBIA PASSPORT 43

FOR FURTHER INSIGHT PLEASE CONTACT
Amrutha Shridhar
Research Consultant
Amrutha.Shridhar@Euromonitor.com
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