Clipping of news on Brazilian Culture, Law and Citizenship
12.15.2015
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Research shows that food and beverages are the products most purchased on impulse. Promotions and attractive prices are the factors that influence more
What drives someone to purchase unnecessary products and can affect the personal or family budget? Impulse purchases are present in everyday life of all Brazilians, in varying degrees of intensity, but when the situation makes consumers into debt and become delinquent, something must be done to stop this impulsivity. An unprecedented survey of the Credit Protection Service (SPC Brazil) and the National Confederation of Shopkeepers (CNDL) drew a picture of impulsive purchases in the country. The data showed that 55.3% of respondents say they have the habit of planning your purchases, but four out of ten (41.0%) consumers have delinquent accounts, and 23.3% are a bad name in protective services credit - a percentage that reaches 40.1% among highly impulsive people.
According to the survey, all respondents consumers give in to impulse purchases of at least one of the 45 products investigated, and what changes is the frequency of these purchases: 46.6% of consumers have an average degree of impulsivity. With respect to how consumers see themselves in relation to unplanned purchases, it is observed that not always the self-image matches the reality of attitudes: 26.5% of those who have a high degree of impulsivity said they never buy products which do not need .
Two out of ten ears consumers (21.8%) perform impulse buys often, and the most frequent locations for this type of purchase are the high street shops (34.6%), shopping-center (21.5% ), the supermarket (15.2%) and online retailers (11.6%). For financial educator SPC Brazil and Portal My Pocket happy, José Vignoli, people prone to a high degree of impulsive behavior should avoid frequenting shops and malls. "It is precisely at this time that these consumers are most vulnerable and yield to impulse purchases, since they are more susceptible to the appeals of the consumer," he explains.
Food and drinks are the products most bought on impulse
Research SPC Brazil also shows that the most frequently purchased on impulse products are the food sector: bread (42.1%), milk (39.6%), coffee (36.4%), juices (31.2 %) and biscuits (27.6%). The most common place to purchase items of this segment is the supermarket (84.5%).
For financial educator, it is no surprise that these products to lead the list of products purchased on impulse. "The purchase of food and beverages, especially in the supermarket, is almost always related to lower financial values and a higher frequency of purchases for the needs of everyday life. This directly impacts the time of impulse buying," he warns.
According Vignoli, the impact of these purchases on the monthly budget in the medium term, may become considerable. "Although in daily spending is negligible, consumers need to remember that it is an expense held constantly," he says. "So, at the end of a month, for example, the percentage of committed income with unnecessary purchases may prove to be relevant, disrupt the finances and extrapolate the budget."
After the food and beverage segment appear electronics products such as mobile phones (24.8%) and computers and tablets (21.8%). Among the segment of clothes, shoes and accessories, the most purchased items are bags and backpacks (20.9%) and footwear (20.1%). The survey also shows that street establishments are preferred for purchases of bedding products and bath (54.7%), clothing, footwear and accessories (50.3%), toys (42.4%), and cosmetics and perfumery (38.3%).
Promotion and attractive prices are the factors that influence more
External factors that most influence the impulse purchases are the promotion (25%) and the attractive price (21%), facilities for payment (10%), the variety of products available (7%) and can experience, taste and / or testing the product in the store (7%).
The time available to make impulse purchases is another influencing factor. Considering purchases of less value than daily, 43.4% of consumers buy less when they have more time to reflect and only purchase necessary.
On the other hand, some respondents admitted to have time ends up generating more purchases: 34.6% say they end up buying more because of the greater availability to view products and interesting offers that in a hasty purchase does not perceive. When asked about shopping for clothes and footwear, 29.1% say they have more time also ends up generating more purchases, due to power stroll lazily through the shops, talking to sellers and analyze the products in a hasty purchase could not.
Classes A and B are more likely to spend on impulse
For the chief economist at SPC Brazil, Marcela Kawauti, the results indicate that impulsive consumption is often linked to the possibility of instant gratification. When evaluated on the tendency to impulsive actions at the time of purchase, four in ten (41.0%) agreed with the phrase "sometimes buy things in the heat of the moment", rising to 50.1% among those with high impulsivity. Also worth mentioning the phrases "usually buy things spontaneously" (38.1%) and "I am sometimes reckless in the way buy" (37.9%).
The Economist explains: "The greater the degree of impulsiveness of the respondents, the greater the agreement with most of the presented sentences The more impulsive are consumers, most are sensitive to the search for immediate satisfaction and difficulties to resist shopping, which can. even be incompatible with the financial reality of the consumer. "
Research shows that respondents with higher income, belonging to social classes A and B, were more likely to agree with some attitudes related to impulse purchases, which can be seen in phrases like "I often buy things without thinking" (31 , 6%, against 21.6% in classes C, D and E); "If I see, I buy - is an expression that describes me" (22.2%, against 15.0% in classes C, D and E); "I buy now and think about it later" (31.5%, against 27.1% in C, D and E); and "to see colleagues or friends with new things will get so I just also buying even without power" (18.8% against 6.7%).
Leave home without credit cards can be good strategy
Despite varying degrees of impulsiveness, almost nine out of ten people polled (86.7%) guarantee have strategies to avoid the consumption of much needed products. The chief economist said that some of the most advisable strategies to avoid impulse purchases were identified in the survey: analyze the financial situation (28.7%), think hard before buying (22.2%) and leave the house without the credit or debit card (19.8%). Most respondents (67.5%) believes that the methods work, but for 25.5% of the sample, sometimes the strategies work, others do not.
According to the financial educator My Pocket happy, José Vignoli, it is important that consumers face the purchase as a planned action. "The ideal is to have clear objectives. Go shopping knowing what you want is a way to avoid unnecessary purchases," indicates. "In addition, consumers can establish meaningful and long-term goals, such as buying a car or take a trip, as they are helpful to stay focused and have greater control over impulsiveness pay the costs of day to day."
However, only planning is not enough. The economist also warned that consumers should be aware of their financial condition, "Knowing the limits of the budget itself is easier to resist the temptations of impulse buying, and as more consumers become aware of their own situation, the more he can handle consumer marketing appeals, "says Kawauti. "We must understand that not always a supply means a good opportunity. When you buy something unnecessary and that affects the budget, no discount really worth it."
Methodology
The SPC Brazil interviewed 745 consumers of both sexes over 18 years, from all walks of life in all regions of Brazil. The margin of error is 3.5 percentage points at a confidence interval of 95%.
Each respondent was asked about the frequency of unplanned purchases than 45 different products belonging to the segments of food and beverage, electronics, clothing, cosmetics and perfumes, toys and bars and restaurants considering a six-point scale ranging from "never" the "Always". Those respondents who had low frequency purchases were classified as "low impulsivity"; those who showed average frequency equal to "average impulsivity", and respondents with high frequency impulse buying correspond to "high impulsivity."
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This article was translated by an automatic translation system, and was therefore not reviewed by people.