The Hunting Tribes
Windshift's hunting tribes research reveals the hidden patterns that underlie consumer behaviour and brand allegiance in many mainstream consumer categories - from beer and banking to recreation and media.
There are five distinctive hunting tribes in New Zealand . In some cases they directly mirror the values of some of the 8 tribes but in other cases wealth [or the lack of it] overshadows differences in values and identity.
When times are tough Papatoetoe and Otara tribes band together as Cost Cutters while North Shore and Remuera share Power Shopper strategies.
They join the Thinkers, the Post-Materialists and the Pragmatists as the five hunting tribes of New Zealand.
Windshift's hunting tribes research reveals the hidden patterns that underlie consumer behaviour and brand allegiance in many mainstream consumer categories - from beer and banking to recreation and media.
It helps you devise new communication and distribution strategies, and to open up entirely new market segments.
Check with us to see if your brand is tribally limited - or endangered. We have a database of 140 mainstream brands - and more research is on the way. Please contact Jill Caldwell for details
The Hunting Tribes Characteristics
Our five groups, though all focused on saving money, approach the process of buying in quite different ways.
- Power Shoppers – arch materialists – have turned on a dime from being super shoppers – out to buy the newest best thing and brag about the cost – to power shoppers – not so interested in status goods but determined to win the battle of the shoppers by making the best deals and getting the best price.
- Thinkers want to be good, ethical shoppers – not contributing to global or local inequities and not buying goods that do harm. They use their intellect when making large purchases – reading labels, doing exhaustive research and comparing prices online.
- Post-Materialists have turned their back on “stuff” – they hate waste and they don’t hanker after new things. Instead they prefer to be self-sufficient, to live within their means, to recycle and re-use, and to focus on the good things of life – well-being and good relationships. The behaviour of these people defines what we call “eco-frugality”.
- Cost Cutters felt the worst effects of the downturn almost immediately. They already had trouble making ends meet at the end of the month – rising prices meant they had to quickly prioritise their expenditure – cutting out treats and dividing the world into what’s necessary and unnecessary.
- Pragmatists have prior experience of feast and famine and it has made them cautious. They prefer to live within their means and have developed strategies for making their dollars go further – cutting down, cutting back, sharing costs, making do and mending. They hold on to stuff just in case.
