Working Papers, Hanken School of Economics
The Hybrid Consumer: Exploring the Drivers of a New Consumer Behaviour Type
() and Hanna Leppänen
Abstract: A dramatically different consumption pattern seems to be
emerging among a vast group of consumers. This may mean that conventional
consumer stereotypes and segmentation theory are becoming outdated. The so
called hybrid consumers seem to increasingly opt for both premium and
budget alternatives in various product and service categories while
mid-priced alternatives are losing share in their consumption basket.
Although this type of polarisation, or dispersion, is already recognized as
an important change, hybrid behaviour is still largely under-researched.
The present study aims to analyze the possible drivers of hybrid
consumption and by identifying typical categories and situations of trading
up versus trading down derive tentative characteristics of hybrid
consumption for further research on the topic. A tentative pattern of
hybrid consumption was identified, which relates trading up to
high-involvement, discretional spending and trading down to low-involvement
necessities. However, it was also found that hybrid consumption transcends
product category boundaries and may thus be less straightforward than
previously perhaps assumed. In addition, a purchase pattern continuum was
developed, accounting for various degrees of hybrid consumption.
Keywords: hybrid consumer /-behaviour; consumption patterns /-trends; polarisation; omnivorousness; (follow links to similar papers)
35 pages, October 26, 2009
Before downloading any of the electronic versions below
you should read our statement on
for viewing Postscript files and the
Acrobat Reader for viewing and printing pdf files.
Questions (including download problems) about the papers in this series should be directed to Staffan Dellringer ()
Report other problems with accessing this service to Sune Karlsson ()
or Helena Lundin ().
Design by Joachim Ekebom