Convenience oriented

Impulsive consumers whose first priority is to live a carefree, pleasant and comfortable life.



  • Material wealth
  • To be free and live comfortably
  • Enjoyment


Society and politics

  • Indifferent
  • Desire for recognition and appreciation


Work and performance

  • Not much ambition
  • Not looking for certainty or responsibility



  • Impulsive, focused on the ‘here and now’
  • Informal
  • Materialistic and consumption oriented
  • Focused on enjoyment and experience
  • Place importance on physical appearance

Social relationships

  • Individualistic
  • Family


  • More women than men
  • Fewer elderly
  • More people with a lower educational level
  • More people with a lower income

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