Consumers who consistently spend significantly more than average within a specific product category, making them a key target for advertisers seeking to maximize revenue and achieve advertising objectives.
These individuals typically account for a substantial portion of total category sales. Unlike loyal buyers, heavy buyers may not demonstrate brand loyalty and frequently make purchases across various brands and channels. Their high purchasing frequency and propensity to spend make them valuable targets for advertising campaigns, as they are more likely to respond positively and contribute to increased sales and profitability.
