- BUDAPEST
- BÉCS
- BELGRÁD
- BUKAREST
- KIJEV
- MOSZKVA
- PRÁGA
- POZSONY
- SZÓFIA
- VARSÓ
- ZÁGRÁB
lifestyle
We handle consumer groups based on the model developed by our institute along attitude questions and inquiries connected to specific topics. The model derives from the analysis of two dimensions: the pace of life and value orientation.
Separation of new and traditional consumers was based on the evaluation of the following factors: time, knowledge, IT and values. Value orientation defines the extent of traditional aspects in consumer choices. Pace of life, attitudes toward IT goods and knowledge – useful for integrating changes to everyday life – also defines consumption.
The basis of consumer research was presented in the book Consumer Behaviour Trends (Fogyasztói magatartás trendek 2003), which also demonstrates the dimensions and the supposed consumer groups. The model was verified with a research in 2003 using a sample of 4000 and organizing focus groups. In 2004, after analysis, the Hungarian lifestyle groups were identified, which are presented on the following map.
Career oriented 3%
This group consists of young, highly educated men and women, who mainly live in the capital without children. They live the fastest life with their profession in the centre. They have high income, they like to go shopping even in an extreme manner (at night, abroad, into huge malls), they also spend a lot on outdoor activities. It is part of their lives, they have modern values, price/value ratio is important for them, they are not loyal to brands. Their circumstances concerning wealth is not stable, they mainly live in rents.
Fast, modern 12%
This is the „family version” of the career oriented group, their life is slightly slower. The members if this group work a lot as well, although they have a good income and have greater wealth. They live in bigger cities and own new houses or flats. They are highly educated and we can find more men than women in the group. They raise a child or children and they are willing to use IT devices.
Experience consumers 12%
This is the „youngest” group, mainly consists of students, or those, who just started to work. Their pace of life is in the average, because they can be characterised by fast weekends and slow working days. They live in bigger cities and have average (or higher) income. Their family background is highly influensive. They are likely to use IT devices and react well to modern communication tools, they are available. Experience is important for them.
Well offs 2%
Mainly mature men (average age is 44) belong to this group. Only approximately 2% of the population is „well off”, which may be reasoned with their low availability – of these people - for surveys. They have at least a GCSE and they are mainly entrepreneurs. They have traditional value orientation, their wealth and income is extraordinary. They work a lot, live a fast life, but they are not available on modern channels. They are brand and prestige oriented and they cleave to well accepted solutions.
Mainstream 24%
The social mainstream live an average fast life and has advanced values, deriving from their size and type. Active people belong to this group, who receive modern values from mass media. They live in cities and have an average income.
Clutchings 22%
This group consists of middle generation people, whose income circumstances are not stable, they try to keep an unstable balance. Because they have no reserves, their income and wealth is below the average, they try to stay above the water. Although they have no high educational qualifications and their chances are lower, young group members try to break through. They live in smaller cities, villages and have traditional value orientation.
Superseded 17%
They are mainly undereducated seniors, retired women they live in villages with extremely low income and wealth. They have the most traditional values, and they live the slowest life. They live among bad health conditions at the margin of the society.
Get outs
The size of the group yet is not measurable, but their number is growing. They aim to have less or different type of work, job and to have better life quality. They regularly move from big cities to live in rural areas, their slowdown can be temporary or long lasting. Their important characteristics are that beside slow life they can be reached on modern channels (internet), they are likely to use IT devices.