Data & target groups

New trends in consumer behavior

The new trend towards conscious purchasing decisions...

 

Private consumer spending currently accounts for just over 50% of gross domestic product in Germany, which is relatively low compared to many other countries such as the USA. Nevertheless, this expenditure plays a decisive role in economic development.

The type of consumption is subject to considerable fluctuations over time. In recent years, consumption trends have changed significantly in several areas. 

Nexiga's consumer characteristics at various geographical levels can be used to identify specific target groups in order to optimize product and sales planning as well as advertising measures.

Current consumer trends

A comparison of consumption typologies

Consumer typologies and affinities refer to the inclinations and preferences of consumers that influence their purchasing behavior. These affinities are shaped by various factors, such as cultural backgrounds, social milieus, personal attitudes and lifestyles. In recent years, consumer trends have changed significantly in several areas.

 

A recent article in WirtschaftsWoche, for example, describes how smartphones are losing popularity. Instead, people in Germany are increasingly investing in other areas such as furniture, household appliances and renovations. Leisure activities and travel are also very popular.

 

These shifts in consumer behavior show medium-term trends that may change again in a few years.
The following trends illustrate how consumer behavior has adapted to social and technological developments in recent years:

The trends are catching on particularly quickly among younger generations, such as Generation Z. They show that sustainability is not just a passing trend, but represents a long-term change in consumer behavior. The characteristic "ecology" also plays an important role in Nexiga's consumer typologies.

The consumer typologies by Nexiga describe the influence of the factors ecology, price, product novelty/innovation and brand on consumers' purchasing decisions:

The factors are rated on a scale of 1 to 9, with 9 indicating a very high influence on the purchase decision. These typologies are general in nature and can vary depending on the product. For example, a price-sensitive consumer may still be prepared to spend more on a new, expensive smartphone.

 

This group of buyers combines price-conscious behavior with a desire for luxury and quality. They save on everyday products in order to spend more on special purchases.

The factors are rated on a scale of 1 to 9, with 9 indicating a very high influence on the purchase decision. These typologies are general in nature and can vary depending on the product. For example, a price-sensitive consumer may still be prepared to spend more on a new, expensive smartphone.

 

This group of buyers combines price-conscious behavior with a desire for luxury and quality. They save on everyday products in order to spend more on special purchases.

Dominant consumer types

Our map (PDF) illustrates the dominant type of consumption in Hamburg at the level of Micro postal code. This is a fine-spatial microgeographical grid that is fully integrated into the grid of the Postal code areas. The number of households was analyzed according to their predominant consumption type. The "eco/environmental" type is mainly represented in the outskirts of the city and in neighborhoods with high purchasing power and a young population. These neighborhoods also often have a high preference for branded products.

Market data on consumption

Consumer typologies and affinities significantly improve target group marketing. By targeting marketing measures at specific groups of people, tailor-made products and services can be offered. This leads to stronger customer loyalty and greater satisfaction, as the offers are better tailored to the individual needs and wishes of consumers.

 

The Nexiga database provides you with a comprehensive range of consumer characteristics. 

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