Asked their motivation for deal shopping, 36% of “general market women” said that they’re on a strict budgets and that deals help them live within their means and stretch their dollars, according to a survey released by Ginger. Fewer respondents cite their motivation as excitement over savings (23%), wanting to get nicer brands for less (16%), or the ubiquity of deals (habit – 14%), suggesting that if their financial situations improve, they may be less deal-driven in their shopping behavior.
A comparison survey of “alpha females” – who are “consumer influencers” from 10 US markets and are used by the researchers as leading indicators of future female activity – reveals significant differences in their attitudes, though. These women are primarily motivated by the ubiquity of deals (24%) and a desire for nicer brands at better prices (24%), although few again are motivated by the thrill of savings (11%). Read the rest at MarketingCharts.