A single consumer or different types of consumer: an analysis of social types according to their consumer habits

Based on the responses to a questionnaire about consumer behaviour carried out in Navarra. The aim of the present study is to classify the consumers in Navarra into homogeneous groups for the purpose of discovering the emergence of a “new consumer”, characterized by certain “impulsive” behaviour such as buying items that are not needed, purchasing products which will not be used, etc.