The three consumer profiles in Italy

Domenico Secondulfo


The purpose of this essay is to identify the choice and purchase profiles that can generalise consumer groups among Italian families. By means of multivariate research, the author has been able to identify three choice profiles, three strategic summaries that direct consumers when they make their purchases. The choice
tendency composition that was used to create the various profiles has remained constant over time and has allowed, furthermore, the author to pursue its progress over the passing of time and compare its extent and evolution.


consumer groups; Italian families; sociology of consumption

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