Maps and data

MB Consumer styles

Map layers of selected administrative units of the country (municipality, postcode areas, possibly basic settlement unit) contain consumer segmentation to 10 internationally recognized consumer styles described below. Data are based on a representative worldwide survey of thousands of consumers; they are internationally standardized and comparable across countries.

Kategorie spotřebitelů
Overview
  • Multidimensional approach: unlike conventional segmentation this approach adds elements such as consumer behavior and consumer scope.
  • Consumer styles are flexible and adaptable to match our customer needs. For customer specific solutions the consumer styles can be modified (eg. increased consideration of specific consumer preferences and behaviors such as preferred car brand, use of social media etc.).
Usage
Outputs created through this unique dataset can be used especially:
  • For planning of marketing, sales and development activities in particular areas.
  • As important comparative view of specific areas (values for particular territorial units are compared with the national average).
  • Extension of basic socioeconomic information about the population and households at the level of municipalities and postcode areas.

Categories A - J

A

High Earning Urban Professionals
B

Comfortably Off Empty Nesters
C

Modern and Pragmatic Over-50s
D

Well Informed Modern Consumers
E

Affluent Highly Educated Urban Families
F

Security-oriented Seniors
G

Orientation Seeking Lower and Middle Class Consumers
H

Younger Lower and Middle Class Consumers
I

Modern Younger Families
J

Low-Income Younger Consumers

AHigh Earning Urban Professionals

Consumers in this segment show the highest per-capita income of all segments. They live almost all in single with multi-person households without children.

They are employees, mainly in a managerial position with self-employed and have far above average a higher education. Regarding the willingness to spend for product groups such as clothing, this segment is a leader.
They live mainly in metropolitan areas and large cities. Regarding smartphones, other than in most other segments, Apple is preferred to Samsung.
Vysokopříjmoví profesionálové z měst

BComfortably Off Empty Nesters

Zajištěné manželské páry, jejichž děti opustily domov

The consumers in this segment are almost all in the second half of life and live in households without children.

In shopping they value quality and well-known brands. They also have favorite brands and shops and are able to keep track of a wide range of products and services offered; they prefer Brick and Mortar instead of online.

Their per-capita income is significantly above average.

CModern and Pragmatic Over-50s

The consumers in this segment are predominantly in the second half of life and live in households without children. Environmental protection and innovation have a high priority.

High value is set on careful purchase planning. Best value for money is systematically searched.
The per-capita income in this segment is mostly well above average, whereas the per-household income is, due to the domination of one with two person households, mostly around with slightly below average.

DWell Informed Modern Consumers

Dobře informovaní moderní spotřebitelé

The consumers in this segment have significantly high expenditures in product groups like clocks and jewelry and sport products. They are able to keep track of a wide range of products and services offered.

Online purchase is well above average. They are significantly above average white collar employees.

Quality, innovation and environmental protection have a high priority. The majority has a well above average per-capita income.

EAffluent Highly Educated Urban Families

The consumers in this segment have significantly high expenditures per households for practically all product groups. They are the segment with the highest online shopping frequencies.

They are employees, mainly in a managerial position and have far above average a higher education. They live predominantly in families with children and are mainly members of the younger age groups. They enjoy shopping and like new products. They live mainly in metropolitan areas and large cities.
This segment shows the highest per-household income of all segments, but due to the number of children per household the resulting per-capita income is less significantly above average. This segment has the highest percentage of smartphone-users and social online network usage. Regarding smartphones, other than in most other segments, Apple is preferred to Samsung.
Prosperující městské rodiny s vyšším vzděláním

FSecurity-oriented Seniors

Senioři orientovaní na bezpečnost

The consumers in this segment are almost all in the second half of life and live mostly in households without children.

They put emphasis on security, relationships with fellow men and self-respect. Share of retirees is the highest in this segment. They search for best value for money and have favorite brands and shops.

The majority in this segment has an around average per-capita income.

GOrientation Seeking Lower and Middle Class Consumers

Important values for the consumers in this segment are excitement, sense of belonging and social engagement.

They are interested in new products but often find the quantity and quality of the many different products and the related product information confusing.
The majority in this segment has a below average per capita income.
Spotřebitelé nižší a střední třídy hledající směr

HYounger Lower and Middle Class Consumers

Mladší spotřebitelé nižší a střední třídy

The majority of consumers in this segment has a below average per-capita income. They are mainly members of the younger age-groups and almost all live in multi-person-households, mostly with children.

Education and tradition are important to them. They enjoy shopping and look out for best value-for-money and favorite brands and shops.

They put emphasis on security and self-respect.

IModern Younger Families

The consumers in this segment live in multi-person-households, almost all with children. They are employees, mainly in a managerial position with self-employed.

Due to the number of children per household the per-capita income is below average but in terms of household income is above average. Excitement is important for them and they have well above average expenditures for certain product groups such as sport products and permanent education.
Majority of them are in the early-family-phase. In shopping they are very interested in new products and mostly buy well-known brands.

JLow-Income Younger Consumers

Mladší nízkopříjmoví spotřebitelé

The consumers in this segment have on average the lowest income compared to the other segments. Majority of them are teenagers with persons in their twenties.

They are strongly characterized by a substantial absence from the labor market, being the segment with the highest shares of students, unemployed and housewives.

They live often in rural areas with smaller cities.

Specification

Czech Republic

Dataset for the Czech Republic is available for these geographical areas:

  • Municipalities (approximately 6.250 units)
  • Basic settlement units (approximately 22000 units)
  • Postcode areas
Attributes

The layers contain the names and codes of the relevant administrative level, including codes and names of higher region levels. Further layers contain percentage and absolute values for each of the consumer styles and for each territorial unit.

Formats

MapInfo TAB with ESRI SHP. We are able to convert data to other GIS formats per request.

Coordinate systems

S-JTSK, WGS-84 with UTM

Slovakia

Dataset for Slovakia is available for these geographical areas:

  • Municipalities (approximately 2.930 units)
  • Postcode areas
Attributes

The layers contain the names and codes of the relevant administrative level, including codes and names of higher region levels. Further layers contain percentage and absolute values for each of the consumer styles and for each territorial unit.

Formats

MapInfo TAB with ESRI SHP. We are able to convert data to other GIS formats per request.

Coordinate systems

S-JTSK, WGS-84 with UTM

Other countries

We are able to provide Consumer styles data for the neighbouring countries, but also for a large part of the world. The level of available detail may vary for different countries.