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Consumer Spending Habits - Brazil

Published OnJul, 2013
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“Although Brazilians like a good bargain, what they really value is the opportunity to get a lucrative deal. Many wait for their favorite products to go on sale before they buy them. To compensate for this, they aren’t afraid when thinking of asking for a discount on the final purchase amount, a customary thing to do when purchases are large or consist of several items. In any event, companies still have room to put in place more exciting and focused promotions that encourage consumers to participate based on their individual interests.”

This study will answer the following questions:

What kind of product/service did Brazilians place a high priority on in their recent shopping? What did they spend the most on? What did they spend the least on? What were the reasons for this?
Which bargains were used most when buying? What discounts do Brazilians like to get? What promotions were most appealing to them and why?
Do Brazilians value low prices or brand image when shopping?
What type of promotion best suits each type of consumer?

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Report topics
Brazilians spend more on everyday items
Figure 1: Changes in spending on purchases, December 2012
Food services outside the home stand out the budget
Figure 2: Additional spending on leisure activities and going out to eat and drink, by age and socioeconomic group, December 2012
Price discounts and promotions are Brazilians’ favorite bargains
Figure 3: Type of discount/bargain most used in the last six months, by age, December 2012
Price versus brand
Figure 4: Attitudes related to bargains, by socioeconomic group, December 2012
What we think
BRAZILIANS SPEND MORE ON EVERYDAY ITEMS
Key points
Spending more on lower value items and less on the big expenses
Figure 5: Changes in spending, December 2012
Young adults spending more
Figure 6: Categories in which people have spent more in the last 12 months, by age, December 2012
Desire to save on food influences shopping behaviors
Figure 7: agreement with the statement “I wait for special offers/promotions to buy the products I want,” by presence of children, December 2012
Spending on clothing and beauty and personal care products
The clothing sector heats up as a result of young adult demand and online sales
Figure 8: Additional spending on clothing and accessories and shoe purchases, by age and gender, December 2012
Young adults: looking good on the job fuels the cosmetics market
Figure 9: Additional spending on beauty and personal care products, by gender and age, December 2012
Parents are spending more on clothing and accessories, shoes, beauty and personal care
Figure 10: Additional spending on clothing and accessories, shoes, beauty and personal hygiene products, by presence of children, December 2012
FOOD SERVICES OUTSIDE THE HOME STAND OUT IN THE BUDGET
Key points
Going out to eat and drink tends to be perceived as leisure option
Figure 11: Additional spending on leisure activities and going out to eat and drink, all, by age and socioeconomic group, December 2012
Young women looking for shortcuts in the kitchen
Figure 12: Changes to women’s spending habits on going out to eat and drink, by age, December 2012
Figure 13: Current occupation of women, by age, November 2012
Figure 14: Any Agreement with selected attitudes toward food and cooking among women, by age, January 2013
PRICE DISCOUNTS AND PROMOTIONS ARE BRAZILIANS’ FAVORITE BARGAINS
Key points
Young adults like discounts, but they buy what they want
Figure 15: Type of discount/bargain most used in the last six months, according to age group, December 2012
Figure 16: Purchasing profile, all and according to age group, December 2012
Older women and mothers are attracted by sales of their favorite brands
Figure 17: Selected demographic characteristics of those who wait for special offers or promotions in order to buy the products that they want, by age and gender, and presence of children, December 2012
Figure 18: Shopping frequency in different types of store, by age of children in the household, December 2012
Figure 19: Attitudes related to supermarket shopping, all, by age, gender, and presence of children, December 2012
Good prices and discounts most important to men
Figure 20: Age and gender of adults who use in-store promotions such as buy one, get one free, 2-for-1, etc., December 2012
Figure 21: Agreement with selected spending habit statements, by age and gender, December 2012
PRICE VS BRAND
Key points
Finding a bargain is a source of pride
Figure 22: Attitudes related to bargains, by gender, December 2012
Brand value is important for the middle classes
Figure 23: Attitudes related to shopping, by socioeconomic group, December 2012
Figure 24: Agreement with statement “I would hide the fact that I buy value products (e.g., supermarket own brand),” by socioeconomic group, December 2012
APPENDIX – CONSUMER SPENDING HABITS
Changes in spending on purchases
Figure 25: Changes in spending on purchases, December 2012
APPENDIX – TYPE OF DISCOUNT/BARGAIN USED IN THE LAST SIX MONTHS
Figure 26: Type of discount/bargain used in the last six months, December 2012
Figure 27: Type of discount/bargain used in the last six months, by changes in spending on food and drink grocery shopping, December 2012
Figure 28: Type of discount/bargain used in the last six months, by changes in spending on eating and drinking out, December 2012
Figure 29: Type of discount/bargain used in the last six months, by changes in spending on clothing and accessories, December 2012
Figure 30: Type of discount/bargain used in the last six months, by changes in spending on shoes, December 2012
Figure 31: Type of discount/bargain used in the last six months, by changes in spending on beauty and personal care products, December 2012
Figure 32: Type of discount/bargain used in the last six months, by changes in spending on leisure activities, December 2012
Figure 33: Type of discount/bargain used in the last six months, by changes in spending on holidays, December 2012
Figure 34: Type of discount/bargain used in the last six months, by changes in spending on home, December 2012
Figure 35: Type of discount/bargain used in the last six months, by changes in spending on electronics, December 2012
APPENDIX – CONSUMER SHOPPING PROFILE
Figure 36: Consumer shopping profile, December 2012
Figure 37: Most popular consumer shopping profile, by demographics, December 2012
Figure 38: Next most popular consumer shopping profile, by demographics, December 2012
Figure 39: Other consumer shopping profile, by demographics, December 2012
APPENDIX – ATTITUDES TOWARD SHOPPING
Figure 40: Attitudes toward shopping, December 2012
Figure 41: Any agreements with attitudes toward shopping, by consumer shopping profile, December 2012
Figure 42: Agreement with the statements “Buying well-known brands makes me feel good about myself” and “The installment payment facility influences whether or not I purchase,” by demographics, December 2012
Figure 43: Agreement with the statements “Price is a good indicator of quality” and “Low price is more important than brand names,” by demographics, December 2012
Figure 44: Agreement with the statements “I would hide the fact that I buy value products” and “Finding a bargain gives me a thrill,” by demographics, December 2012
Figure 45: Agreement with the statements “I would be proud to tell my friends about any good bargains I find” and “It is a good feeling to know I spend less than others on the same/similar products,” by demographics, December 2012
APPENDIX – CURRENT WORKING SITUATION
Figure 46: Current working situation, November 2012
Figure 47: Most popular current working situation, by demographics, November 2012
Figure 48: Next most popular current working situation, by demographics, November 2012
APPENDIX – BEHAVIORS AND ATTITUDES TOWARD SHOPPING IN SUPERMARKETS/HYPERMARKETS
Figure 49: Behaviors and attitudes toward shopping in supermarkets/hypermarkets, November 2012
Figure 50: Most popular products typically bought at supermarkets, by demographics, November 2012
Figure 51: Next most popular products typically bought at supermarkets, by demographics, November 2012

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