1. Empire Electronics is one of the UK’s leading online specialist retailers.
We are looking to expand our business by opening a number of high street stores around the UK.

2. Our customer base
Through market research we have identified seven distinct types of consumer, based on things such as their personal characteristics and their purchasing behaviour. As far as the project we would like you to look at we are particularly interested in two groups of our younger shoppers. What we call the impulsive shoppers, who make up about 11% of our sales and the Aspiring shoppers who make up another 15 % of our sales.
Impulsive, Aspiring and Hates Shopping shoppers make up 46% of our customer base. If the product is aimed at 2 of these groups then it is more likely to be of interest to us. Visual styling is important. They are all looking for appealing products.

3. Impulsive Shoppers Personal characteristics: Priorities:
These are people who may come into a store to price up a product (e.g. a Refrigerator), but as they pass another product (e.g. a Kettle), they will buy one of those because they look nice, or they fancy a change. They tend to buy on the spur of the moment so are really influenced by how products look. They like to be the first to try new products but prefer well known brand names. Price is a little bit less important, they want it now and don’t tend to shop around.
Personal characteristics:
Young – less than 35 years old
Female
Single/married with young children
High disposable income
Priorities:
Product
Service (stock availability)
Price

4. Aspiring Shoppers Personal characteristics: Priorities:
These are people who tend to shop around for the best deal and generally know what they are looking for. By contrast, these shoppers are mainly males and between Generally they are single and might be students, with a part time job or in their first real job. Generally they are working class and know the value of the money they have earned and want the best they can afford. Like the impulsive shopper they want to try out new products so the styling and packaging are very important.
Personal characteristics:
Very young (18-24)
Male
Single
Working class
Priorities:
Price
Product
Service

5. Hates Shopping Personal characteristics: Priorities:
These are people who tend to buy the first thing that they find remotely appealing. They will not shop around so rely on a product having the ‘wow factor’. They will shop predominantly online and want a no nonsense and quick shopping experience. Service is of little importance as long as it is quick and easy.
Personal characteristics:
Broad range of ages
Male
Single & in relationships
All social classes
Priorities:
Product
Price
Service