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Characteristics and shopping habits typically include searching for discounts, waiting for sales, and valuing price over quality.

This segment is always looking for the latest styles and fashions. They are willing to pay a premium for new trends and often influence others.

This group prioritizes products made through sustainable practices and from ethical brands. They may pay more for these items.

Make unplanned purchases based on immediate desire or sales promotions. They are less likely to compare prices or brands.

Consistently return to the same retailer or brand for the familiarity and satisfaction of past experiences.

Focus on purchasing fewer but more versatile items that can serve multiple purposes, quality over quantity.

These customers prioritize high-end brands and quality over price. They shop less frequently but make high-value purchases.

Prefer to shop from specific brands they trust and have a history with, less likely to switch brands for promotions.

This group primarily shops where they believe they can get good deals, such as outlet malls and discount stores.

Enjoy shopping as a social activity with friends or family and are often influenced by the opinions of their shopping companions.

Prioritize ease of purchase and speed. They may choose ready-to-wear items and shop online or in easily accessible locations.

They seek the best quality and functionality for the price. These customers often read reviews and compare options before purchasing.

These customers look for a shopping experience that offers more than just a transaction. They enjoy in-store events and personalized service.

Examine products in a physical retail store only to purchase them later online, usually at a lower price.

Interested in integrating technology with fashion, such as wearables and smart clothing, and often shop in tech-forward retail spaces.

This segment constantly looks for the best deals, may leverage price match policies, and is heavily influenced by discounts and clearance sales.

Research products online thoroughly before going to a physical store for the final purchase to avoid shipping costs or wait times.

Purchase from companies with fair labor practices, positive environmental impacts, and that generally align with their personal values.

Prefer shopping through digital channels, use mobile apps and technology to enhance their shopping experience, and are often influenced by social media.