From the intersection of the various dimensions examined by the LaST survey, four predominant consumer profiles emerge. The relatively largest group is made up of the ‘elitists’ (44.5 per cent), i.e. those who prefer to own exclusive, high-quality items. This tendency is more pronounced amongst those with a medium-to-high level of education, who are in employment and aged between 25 and 44. Close behind are the ‘selective imitators’ (33.6 per cent), that is, those who enjoy owning a few high-quality items, but which are also widely held within their social circles. Older adults (over 55 years of age), those with a low level of education and those not in employment are the groups that predominantly exhibit this attitude. A smaller proportion comprises the other two consumer groups: the ‘conformists’ (12.7 per cent), driven to own many items of poor quality that are also used by their friends, and the ‘show-offs’ (9.2 per cent), who feel the need to enjoy exclusive items, but in large quantities. The key factor running through the profiles of the predominant consumer groups, therefore, is the pursuit of quality in the items they own.
It is also possible, however, to identify four other predominant groups in terms of consumer behaviour. The most prominent of these is the ‘thrifty’ group (78.3 per cent), comprising those who are mindful of saving money and make purchases after rationally weighing up their options. This group is predominantly made up of those who feel the economic crisis most acutely, live in central and southern Italy, and have a low level of education. This is followed, some way behind, by the group that can be described as ‘instinctive low-cost’ (13.2 per cent), whose purchasing behaviour is more spontaneous, though still driven by a desire to save. Two other, more marginal groups are characterised by ‘thoughtful luxury’ (4.3 per cent: they make rational purchasing decisions, but without worrying too much about the cost) and ‘hedonism’ (4.3 per cent: they combine instinctive consumption with a lack of financial concerns regarding their purchases).
Thus, the pursuit of quality and frugality (understood as rational purchasing with a focus on saving money and keeping costs down) appears to be the defining characteristic of consumers during this prolonged economic transition. In this light, it is easier to understand the cautious and prudent behaviour of consumers observed during these years of economic uncertainty. On the one hand, there is an urgent need to introduce policies (particularly fiscal ones) aimed at leaving more resources in households’ pockets. On the other hand, however, these measures must also encourage businesses to offer products and services with higher added value and better quality – ones for which consumers are willing to invest and spend. A focus on and closeness to the customer, a brand proposition that offers a sense of identity, personalisation and product quality are all key elements in responding to new consumer values – to consumption inspired by these new values.
