Brazilian purchase without researching
This article was translated by an automatic translation system, and was therefore not reviewed by people.
Luciele Velluto
GfK survey of 1593 consumers concludes that most do not compare prices
Much of Brazilian consumers are not used to doing research at the time of shopping in supermarkets. A study by research firm GfK market shows that 75% of 1593 respondents did not compare prices or similar products when it comes to items in the basket. In most cases, the attachment to brands is stronger than the cost of the item in his pocket.
The research director of purchasing behavior of GfK, Célia Silva, says the study showed that there is little concern about the price when the product is basic. "The price difference between items like sugar, rice, beans, cooking oil is usually small. And the person goes straight to the product that's used, which shows the strength of the brand, "he says. On average, the consumer takes 14 seconds to choose the product in this section, according to the survey.
For other food and cleaning products, 51% of consumers often make the purchase directly, ie without analyzing the articles competitors on the supermarket shelf. In the first group, the average time to get the product and put in the cart is 45 seconds. The second, 32 seconds.
It is the department of personal care products that the buyer does more analysis of the options before purchasing the item: 50% of respondents are willing to compare. "In this case, the consumer smell the product, read the label, look at the quantity and evaluates the cost benefit."
For the director of GfK, the research makes clear that not always the price is the determining factor for purchase. "The weight of the product price at the time of choice is 50% on average. But it is not the determinant in several categories. She said the cost benefit is always taken into account, which may cause the consumer opts for a more expensive brand.
A professor of brand management of the Administration Program Retail (Provar), the Institute of Administration (FIA), Flávia Ghisi, explains that the brand loyalty also depends on social class. "The lower income classes vary more than mark up as a matter of price. But as the consumer is more demanding, not always the cost is what defines the choice of the item, "he explains.
Items most
The study also reveals that in the neighborhood markets 77% of customers are shopping list. In the case of those who attend the hypermarkets, 71% do lists, falling to 67% among those who prefer the supermarkets. One trait is common among those who hold firmly to the shopping list: all said that they are bringing home more items than listed.
Economy
For Mauro Calil, teacher and educator of the Center for Research and Training Heritage Calil & Calil, not the search, the consumer loses the opportunity to save. "If the buyer has three brands they like and take the cheapest, even if only for R$ 0.30, in the end will get a good economy," he said. "It's like a phone bill. From penny to penny, it can get quite expensive, "he said.
Professor Roberta Mraz, 30, is the typical consumer loyal to brands and does not usually compare prices of similar products in the aisle. "I do not like to risk with what I do not know. I direct the brand I usually buy. And if you're in the promotion, to take more advantage of the price. It is the only measure I take to save on purchases of home, "he says.
The counter Alexandre Santos, 35, also prefers not switch brands. "So I search, look in the aisle, but sometimes the more expensive it seems the best and just spending more," he says. "I believe that women have more patience than men to traverse the aisles of supermarkets and search."
Already a housewife Natália Magalhães Franção, 23, prefers to research before buying. "I take my list in two supermarkets near his home. Where the product is cheaper I buy. I think that it saves up to 15% on the purchase of the month, "he says. Natalia account that is not afraid to take chances and always purchase new products. "Nevertheless, I also have brands that do not change."
TO SAVE
Leave home with a shopping list ready and seek to follow what it says
If there is time to go more than one supermarket, make the comparison on the same supermarket
A small difference of R$ 0.10 can mean a few dollars at the end of purchase or until the annual budget of the family. Consultant Mauro Calil compares the economy to the phone bill: a penny in penny, where it forms a significant value.
75 percent do not research prices or change their brand's product basket
Source: Jornal da Tarde
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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