The first is the Traditionalist, whose only concern is for the deal. Their reasons for buying are broader and they are the first to try new ideas, places and concepts. They look for things outside of the mainstream, they like to discover things for themselves, they love great design and authenticity and they are willing to pay a premium to get it.
The interesting thing about Traditionalists and NEOs is that they share the same broad demographics — the same ages, incomes and social groups.
What makes them different is mindset and with NEOs it is the desire for individual, authentic and unique things. Apple is a classic NEO purchase — sales of iPads, iPhones and other devices saw a steady increase during the recession, at full price. While Traditionalists were purchasing the cheapest laptops available at Walmart, NEOs were lining up outside uber-designed Apple Stores to buy their latest expensive gadget.
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