You can expect to score high or low on more than one shopping style. In general, the styles you favor will have scores of 12-15, while the styles you dislike will have scores of 3-6. No one style is the best; several can result in good buying decisions. But each has pitfalls to watch out for as well.
A. HIGH-QUALITY ORIENTED SHOPPER: Those scoring high on this style search carefully and systematically for the very best quality in products. They are not satisfied with "good enough" products. They are likely to be comparison shoppers.What to watch out for: High quality may provide a better or more durable product, and be well worth the cost. But do remember high quality may cost more and sometimes not be affordable. Other times, high quality may be unnecessary - items bought for short term use may not need to be durable or perfect.
B. VALUE-FOR-MONEY, PRICE-CONSCIOUS SHOPPER: Those scoring high here are very conscious of price and of the best value for the money. They shop carefully, comparison shop and seek out low prices and sale prices. This style is a money stretcher and likely to result in good purchase-decisions.
What to watch out for: Value-for-money shoppers need a good deal of information on quality, prices and sellers. Gathering and evaluating the information takes time.
C. BRAND-ORIENTED, PRICE- EQUALS-QUALITY SHOPPER: This group tends to buy the more expensive, well-known national brands. They believe in the rule-of-thumb that the higher the price of the product, the better the quality. They appear to prefer best selling or highly advertised brands.
What to watch out for: A brand-oriented shopping style may be a time-saver. These shoppers may have also developed brand preferences based on quality they have come to expect from certain brands. One big caution, though: research has shown that 1) price equals quality only about half the time, and one cannot predict which half; 2) no brand is always best or worst - they vary considerably over time.
D. RECREATIONAL, PRO-SHOPPING STYLE: Those scoring high on this style find shopping - or looking around for things they might buy - pleasant. They do not feel that shopping wastes their time; they are willing to invest time to make purchase decisions and do not regret the loss of that time for other purposes.
What to watch out for: A willingness to spend time shopping may help you make better purchase decisions. Just don't fall into the traps of impulse buying, overspending and not having the time needed to do other things.
E. FASHION, TREND CONSCIOUS SHOPPER: This group likes new and innovative products. They get excitement and pleasure from seeking out new things. They keep up-to-date with trends and styles; being current is important.
What to watch out for: This shopping style can make life more interesting. The important thing here is to distinguish between fad and fashion and to not spend more than you can afford on things that will die quickly or be found to have major flaws.
F. QUICK, IMPULSIVE SHOPPER: Those scoring high in this area generally buy the first product that seems "good enough." They are not planners, and they are often careless or impulsive.
What to watch out for: Quick decisions that fit your spending plan and long-term goals are fine, but those that don't are not so good.
G. CONFUSED-BY-OVERCHOICE SHOPPER: This group has difficulty making choices in the marketplace. They are confused by the array of brands and the quantity of information available.
What to watch out for: It's normal to be confused, but the goal for these shoppers should be to develop skills to help them sort through information, evaluate it and use it to make decisions.
H. HABITUAL, BRAND-LOYAL SHOPPER: This group has favorite brands and stores; they have formed habits that are used repeatedly.
What to watch out for: Habits can be time-savers. Once you have made a good purchase decision, why not just repeat it rather than consider all the alternatives every time? Just remember that products change and prices change; habits need to be reconsidered from time to time.