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Hints for Targeting Six Types of Affluent Consumers Revealed—The Goal Inc. Announces "RICH-COMPASS"
The Goal Inc., a Dentsu Group advertising agency specializing in the fashion industry, defined the "rich segment" as individuals with a household annual income of ¥20 million or more and financial assets of ¥50 million or more (financial assets exclude insurance, securities, land, etc.). They conducted a survey on the attitudes and consumption behavior of 600 people nationwide, releasing the overview on July 29.
The survey examined four key areas: "Fashion," "Lifestyle," "Asset Management," and "Consumption Mindset." It classified the affluent segment into six distinct types, revealing their characteristics by category.
The company collectively refers to this survey report and its problem-solving program as "RICH-COMPASS," aiming to provide marketing solution services tailored to client needs. It will be widely utilized for formulating effective campaign strategies, communication design, product development, and consumer segmentation.
The overview is as follows.
"Asset Management" and "Lifestyle"
Analyzed from four perspectives: "Asset Management," "Lifestyle," "Fashion," and "Consumption Mindset"
1.Asset Management
- 38.0% of the affluent engage in financial investments (stocks, bonds, FX). For future active investment, 38.2% consider domestic stocks. Profits from financial investments significantly influence current asset formation.
2. Lifestyle Awareness
- Among the affluent, 78.2% consider "money" their primary source of security, showing a much stronger dependence on money compared to the general population's 32.5%.
- 14% spend ¥200,000 or more monthly on hobbies.
3. Fashion Awareness
- They view fashion as a form of self-expression and a means to present themselves more attractively.
- They do not hesitate to invest in fashion items.
4. Consumption Style
- 35.8% utilize department store personal shoppers.
- 66% prioritize quality over price when purchasing, avoid impulse buys, and do not spend money on unnecessary items.
Classified into 6 types. What are the hints for targeting them?
Cluster analysis of the survey results revealed the following six distinct types.
[Overview of the "Lifestyle Awareness and Consumption Behavior Survey" Targeting Affluent Households]
Survey Purpose: To explore the attitudes and consumption behaviors of affluent households in Japan
Survey Method: Internet survey
Survey Organization: Planning = The Goal Inc., Fieldwork = Rakuten Research
Survey Population: Men and women aged 20-69 nationwide with household financial assets of ¥50 million or more (financial assets exclude insurance, securities, land, etc.) and household income of ¥20 million or more
Valid Responses: 600
Survey Period: March 22–25, 2016
[Inquiries] The Goal Inc. Marketing Department
Phone: 03-5537-5006
Email:info@goal.dentsu.co.jp
The website ( www.thegoal.jp ) will also feature animated content aligned with each profile type in future installments.
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