* The source divided consumers into categories (or 'tribes') according to respondents motivations when shopping. The results add to more than 100 percent as respondents could be covered under more than one category.
Citation formats
UK survey: Types of shoppers in the United Kingdom in 2014, by motivation
This statistic shows a ranking of shopper types in the United Kingdom, according to a survey published March 2014. Of respondents, 71 percent were considered cost conscious shoppers, defined by Marketing Week as shoppers who "seek out the best deals, make use of vouchers and often shop in the sales". Ethical and habitual shoppers were the third and second smallest groups at 15 percent.
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Marketing Week. (March 12, 2014). Motivation of shopper types in the United Kingdom (UK) in 2014 [Graph]. In Statista. Retrieved September 09, 2026, from https://www-statista-com.libproxy.pcc.edu/statistics/291537/shoppers-types-motivations-in-the-united-kingdom-uk/
Marketing Week. "Motivation of shopper types in the United Kingdom (UK) in 2014." Chart. March 12, 2014. Statista. Accessed September 09, 2026. https://www-statista-com.libproxy.pcc.edu/statistics/291537/shoppers-types-motivations-in-the-united-kingdom-uk/
Marketing Week. (2014). Motivation of shopper types in the United Kingdom (UK) in 2014. Statista. Statista Inc.. Accessed: September 09, 2026. https://www-statista-com.libproxy.pcc.edu/statistics/291537/shoppers-types-motivations-in-the-united-kingdom-uk/
Marketing Week. "Motivation of Shopper Types in The United Kingdom (Uk) in 2014." Statista, Statista Inc., 12 Mar 2014, https://www-statista-com.libproxy.pcc.edu/statistics/291537/shoppers-types-motivations-in-the-united-kingdom-uk/
Marketing Week, Motivation of shopper types in the United Kingdom (UK) in 2014 Statista, https://www-statista-com.libproxy.pcc.edu/statistics/291537/shoppers-types-motivations-in-the-united-kingdom-uk/ (last visited September 09, 2026)
Motivation of shopper types in the United Kingdom (UK) in 2014 [Graph], Marketing Week, March 12, 2014. [Online]. Available: https://www-statista-com.libproxy.pcc.edu/statistics/291537/shoppers-types-motivations-in-the-united-kingdom-uk/
