Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The consumer
- Most used types of promotions and discounts
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- Figure 1: Most used types of promotions and discounts in the last six months, May 2014
- Shopping habits related to promotions and bargains
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- Figure 2: Shopping habits related to promotions and bargains, May 2014
- Most popular store promotions
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- Figure 3: Most used store/brand promotions in the last six months, May 2014
- Segmentation analysis – General attitudes related to promotions and bargains
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- Figure 4: Attitudes related to promotions and bargains, by target group, May 2014
- What we think
Key Points
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- Brazilians need more specific promotions
- Facts
- Implications
- Young consumers tend to use the internet to compare prices, which means they are more assertive and confident when it comes to shopping.
- Facts
- Implications
Trend Application
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- Trend: Why Buy
- Trend: Let’s Make a Deal
- Trend: Life Hacking
The Consumer – Most-used Discounts and Promotions
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- Key points
- “Installments plans” and “buy one, get one free” are the most used promotions by Brazilians
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- Figure 5: Most used discounts and promotions in the last six months, May 2014
- Implications
- Women aged 16-24 are attracted to any kind of promotion
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- Figure 6: “I used any in-store promotion, (buy one, get one free) in the last six months” May 2014
- Implications
- Credit card is popular among mid-high income consumers
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- Figure 7: “I used a credit card with special rewards (eg free gift)” in the last six months, by socioeconomic groups, 2012-14
- Implications
The Consumer – Shopping Habits Related to Promotions and Bargains
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- Key points
- Consumers tend to wait for promotions and better deals
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- Figure 8: Shopping habits related to promotions and bargains, May 2014
- Implications
- Consumers are increasingly researching for best prices and promotions
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- Figure 9: Selected shopping habits related to promotions and bargains, 2012-14
- Implications
- Women aged 35+ are more likely to keep a tighter control on their expenditure, but tend to spend more on their homes than on themselves
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- Figure 10: Shopping habits related to promotions and bargains “I carefully account for all my spending (eg checking bank statements/receipts), May 2014
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- Figure 11: Changing in spending habits in the last 12 months, by female consumers’ age group, January 2014
- Implications
The Consumer – Most-used Brand/Store Promotions
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- Key points
- Free samples and gifts are the most popular promotions among those that add value to the brand
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- Figure 12: Most used brand/store promotions in the last six months, May 2014
- Implications
- Almost one in four Brazilians aged 25-34 took part in special day/occasion offers
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- Figure 13: Most used brand/store promotions in the last six months – Special day offer (eg 25% off on Mothers' Day), by age group, May 2014
- Implications
- Consumers in the North region used to discount and bargains, demand promotions focused on convenience
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- Figure 14: Most used brand/store promotion in the last six months – Special day/occasion offers (eg 25% off on Mothers' day), by region, May 2014
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- Figure 15: “I shop around at different stores to find the best promotions,” as a brand/store promotion most used in the last six months, by region, May 2014
- Implications
Segmentation Analysis – General Attitudes related to Promotions and Bargains
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- Key points
- The three target groups
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- Figure 16: Attitudes toward promotions and bargains, by target group, May 2014
- Bargain Hunters (group 1 – 37%)
- Implications
- Who are they?
- Crazy about Discounts (group 2 – 39%)
- Implications
- Who are they?
- Experts on Product/service Benefits (group 3 – 25%)
- Implications
- Who are they?
Appendix – Most-used Discounts and Promotions
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- Figure 17: Most used discounts and promotions in the last 6 months, May 2014
- Figure 18: Most used discounts and promotions in the last 6 months, by demographics, May 2014
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- Figure 19: Most used discounts and promotions in the last 6 months, by demographics, May 2014 (Cont.)
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Appendix – Shopping Habits Related to Promotions and Bargains
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- Figure 20: Shopping habits related to promotions and bargains, May 2014
- Figure 21: Shopping habits related to promotions and bargains, by demographics, May 2014
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- Figure 22: Shopping habits related to promotions and bargains, by demographics, May 2014
- Figure 23: Shopping habits related to promotions and bargains, by demographics, May 2014
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Appendix – Most-used Brand/Store Promotions
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- Figure 24: Most used brand/store promotions in the last six months, May 2014
- Figure 25: Most used brand/store promotions in the last six months, by demographics, May 2014
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- Figure 26: Most used brand/store promotions in the last six months, by demographics, May 2014 (Cont.)
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Appendix – General Attitudes related to Promotions and Bargains
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- Figure 27: General attitudes related to promotions and bargains, May 2014
- Figure 28: General attitudes related to promotions and bargains – Buying well-known brands makes me feel good about myself, by demographics, May 2014
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- Figure 29: General attitudes related to promotions and bargains – Price is a good indication of quality, by demographics, May 2014
- Figure 30: General attitudes related to promotions and bargains – Low price is more important than brand, by demographics, May 2014
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- Figure 31: General attitudes related to promotions and bargains – I would hide the fact that I buy value products (eg supermarket own-brand), by demographics, May 2014
- Figure 32: General attitudes related to promotions and bargains – Finding a bargain gives me a thrill, by demographics, May 2014
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- Figure 33: General attitudes related to promotions and bargains – I would be proud to tell my friends about any good bargains I find, by demographics, May 2014
- Figure 34: General attitudes related to promotions and bargains – It is a good feeling to know I spend less than others on the same/similar products, by demographics, May 2014
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Target Group Segmentation Analysis – General Attitudes related to Promotions and Bargains
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- Figure 35: Target groups, May 2014
- Figure 36: Target groups, by demography, May 2014
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- Figure 37: Most used types of promotions and discounts in the last six months, by target groups, May 2014
- Figure 38: Shopping habits related to promotions and bargains, by target group, May 2014
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- Figure 39: General attitudes toward promotions and bargains, by target group, May 2014
- Figure 40: most used brand/store promotions in the last six months, by target groups, May 2014
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