The era of hybrid consumerism

When preparing sales strategies, companies use customer segmentation, e.g. in terms of the portfolio's wealth. However, looking at current trends and analyzing factors affecting purchasing decisions, we note that it is increasingly difficult to uniquely categorize them and combine them into homogeneous groups with standard behaviors

The concept of a hybrid consumer appears, that is, a person who buys products from various price levels depending on specific needs and priorities, regardless of the portfolio's wealth. We distinguish four reasons for the hybridization of consumption among consumers.
First of all - I like to show!
Interesting observations are provided by looking at shopping baskets of young men, those who are on average earning and do not yet have a family. Hybridisation of consumption in their implementation consists in choosing premium items from categories that are visible to others, e.g. guests, friends. In the basket you will find branded alcohols and carbonated beverages that we put on the table. On the other hand, sticks, nuts, chips or even juices can already be your own brand. These are still served on plates, in bowls or jugs so the brand is not visible and at the same time the difference in flavor is small. Also, products used for your own needs, such as cooking your daily meals for yourself will be characterized by low prices.
Second - If you can not see the difference, why overpay!
A large group of consumers do not like to overpay. If we want to eat good quality fish or meat, the price will be of secondary importance to us, because, for example, halibut tastes more to us than mackerel. We prefer the same ham with fewer additions for sandwiches. However, for paper towels or garbage bags, if the consumer finds good quality products, he does not see the point of overpaying. In the end, it is better to invest the money saved in this category, where the difference is more noticeable.
As many as 46% of respondents declare high willingness to pay more for higher quality products in food categories. Premium products are those that offer, among others an additional function (and this may be even addressing food intolerance, or meeting the need for convenient and quick use).
Thirdly - I do not save on health!
I am an aware consumer who knows that BIO products contain less harmful substances for my body. Consequently - I am willing to pay for it no more. On the other hand, in terms that do not affect my health, I am guided by the price.
Retail chains, communicating low prices, are fighting for consumers, while being aware that permanent price reductions in the long run are not the best solution, the networks are also looking for other opportunities to attract buyers. Such a chance gives, among other things, placing products on the shelf that will respond to the specific needs of Poles and will fit into the prevailing trends. Currently, the pro-health trend is very important.
28% of respondents declare that their health is their biggest concern. Every second buyer pays much attention to the composition and origin of the product. 62% of respondents declared their willingness to pay more for products that do not contain harmful substances. For every fourth buyer, it is very important that the product is BIO, organic or organic.
Fourthly - A big expense is an even greater chance of being smart!
We can consider a large expense in two categories. Expenses of one-off or recurring regular costs for everyday products, which after adding up are also a large sum. In such cases, even wealthy consumers want to work wisely.
Here example of hybrid behavior will be, for example, buying for stock - there is a great promotion so I will take more - I can afford to pay an above average account once and I know that in the long run I will get better. With products with lower unit prices, there are no such behaviors among premium consumers
The vast majority of us are hybrid consumers, or smart-shoppers who, depending on their needs, choose the optimal shopping strategy.
It is known that the price and additional benefits play a big role in making decisions about buying products and choosing a store. It can be concluded that this applies not only to consumers with low and medium income, but also those earning much more.
This is confirmed by the fact that people with higher income just as often as those who earn less, acquire own brands, and the main motivation when choosing private labels is the reluctance to overpay also for affluent people. The main motive for buying own-label products among wealthy customers there is a lower price compared to branded products.
back to News