According to a survey among Gen Z consumers in 2019, 26 percent of the respondents in Thailand were premium shopaholics. Australia, Japan, and South Korea had higher shares of disengaged conformists among their Gen Z population compared to China, Thailand, and Indonesia as of November 2019.
Shopper archetypes of generation Z consumers in the Asia-Pacific region in 2019, by selected country
Characteristic
Brand-conscious followers
Premium shopaholics
Ethical 'confidents'
Value researchers
Quality-conscious 'independents'
Disengaged conformists
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Brand conscious followers follow brands and trends but do not necessarily love shopping. Premium shopaholics take time to research and compare so they can purchase spontaneously. Ethical confidents prefer environmentally responsible brands. Value researchers look for discounts and prefer to research and buy online. Quality-conscious independents prefer high quality items. And disengaged conformists are not interested in shopping.
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McKinsey & Company. (June 29, 2020). Shopper archetypes of generation Z consumers in the Asia-Pacific region in 2019, by selected country [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1329219/apac-gen-z-shopper-archetypes-by-country/
McKinsey & Company. "Shopper archetypes of generation Z consumers in the Asia-Pacific region in 2019, by selected country." Chart. June 29, 2020. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1329219/apac-gen-z-shopper-archetypes-by-country/
McKinsey & Company. (2020). Shopper archetypes of generation Z consumers in the Asia-Pacific region in 2019, by selected country. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1329219/apac-gen-z-shopper-archetypes-by-country/
McKinsey & Company. "Shopper Archetypes of Generation Z Consumers in The Asia-pacific Region in 2019, by Selected Country." Statista, Statista Inc., 29 Jun 2020, https://www.statista.com/statistics/1329219/apac-gen-z-shopper-archetypes-by-country/
McKinsey & Company, Shopper archetypes of generation Z consumers in the Asia-Pacific region in 2019, by selected country Statista, https://www.statista.com/statistics/1329219/apac-gen-z-shopper-archetypes-by-country/ (last visited July 22, 2024)
Shopper archetypes of generation Z consumers in the Asia-Pacific region in 2019, by selected country [Graph], McKinsey & Company, June 29, 2020. [Online]. Available: https://www.statista.com/statistics/1329219/apac-gen-z-shopper-archetypes-by-country/
