How we buy and what are the preferences of Spanish consumers

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How we buy and what are the preferences of Spanish consumers

The results of the tenth study ‘AIMC Marcas’ related to “Commerce and its Purchases” show the growing importance that citizens continue to attach to price when planning their purchases. However, despite the difficult situation facing domestic economies, more than 70% of Spaniards are willing to spend more on quality products. This study, prepared by the  jordan number list Association for Media Research (AIMC), celebrates its tenth edition this year with more than 10,295 valid interviews. Since 2003 it offers extensive information on the exposure of the Spanish population to the media, their preferences based on a list of certain products and brands, their lifestyles and their attitudes towards consumption.
Spaniards plan their shopping cart “to the penny” to find the best priceThe economic crisis seems to have changed our way of planning and making purchases. So much so that, increasingly, “we calculate every penny” when setting up our list, according to nearly 44% of those surveyed. This figure has increased by 7.5 points (+ 20.6%) since the first edition of AIMC Marcas, in 2003
Once in the establishment, it costs us less and less to decide what we want to buy despite the vast offer (42.7% compared to 44.3% registered in 2012). We look for promotions, as indicated by 63% of those surveyed, and products with lower prices, an option selected by 48.3% of the study participants.It also seems that the idea of ​​buying something that we like, regardless of the price, is something that already belongs to the past: while in 2003 24.1% of citizens said that if they liked a product, they bought it independently whatever it cost, in 2013 this figure dropped to 15.3%. The same is true of impulse purchases: only 2 out of 10 respondents say that they frequently buy things that they had not thought to buy.Quality, decisive factor when buying A tight budget does not seem to be at odds with the fact of acquiring good gender. Thus, in 2013, about 70% of the population recognized that “it is worth paying more for quality items”. In this sense, one of the criteria that consumers value the most when purchasing their products is quality, especially when it has to do with our food (77.9%) or if it is about getting items for the most children of the house (61.2%).


Factors such as novelty also obtain special relevance when customers seek to obtain perfumery and cosmetic products (12.8%). Articles that at the same time are closely linked to recommendations from famous people, since 11.0% take their suggestions into consideration before buying. gulf email list  Another of the key concepts is the reference to the manufacturer’s brand, which is a decisive element for alcoholic beverages (35.1%), but not so much for products aimed at children (21.9%) because in this case parents the price of what they are going to buy (38.5%) is more important than the value of the firm itself.
Change the perception of white marks
Confidence in large brands decreases when they increase the cost of the product: in 2013 only 28% of those surveyed admitted that they did not look at the price if they trusted a specific brand.
With regard to private brands, their perception has also changed in the last year: 4 out of 10 Spaniards affirm that they tend to buy “their own brands from commercial establishments”, thus ranking four points lower than the previous year and values ​​very similar to 2011.
On the other hand, just over 50% of the population agrees that “it is the large producers who manufacture the stores’ own brands”.In 2013, only 2 out of 10 respondents recognized that they love “making any kind of purchase.” It seems that every time we like “going shopping” less, either due to lack of budget or due to the need to attend to other priorities. Nor do we like “window shopping and browsing shops” as much as before: despite the fact that this option is chosen by 50.7% of the population, it falls almost 4 points compared to 2013. the style of the product versus its quality with 29.4%.Although it is difficult for us to go shopping, we prefer to see what we want to buy before it is brought home. Only 25.2% of the population recognizes that “the future lies in having more and more services at home, without having to travel”. However, this figure decreases year after year, since in 2013 it decreased 2 points compared to the previous year and 3 points if we compare it with 2011.

The same happens with purchases through the Internet: only 14% of the population is agree that shopping online “makes life easier”, a figure that, although it grows compared to 2012, continues to show a low percentage.86.5% of the population considers it very important that the establishment where they go to make the purchase is close to their home. At the national level, the three supermarkets most visited by Spaniards in 2013 were: Mercadona, which leads the list with 40.2% (its visits have grown by 99.6% in the last ten years), DIA with 17, 1% and Carrefour with 16.4%Although Mercadona, Carrefour and Día occupy the leadership positions in practically all the regions, Mercadona is the one thathas the greatest weight, occupying the first position in 14 of the 17 autonomous communities. For its part, Carrefour ranks first in Cantabria and Navarra and Día is present in the top 3 in 13 Communities, without achieving leadership in any of them. Certain commercial establishments with a more local character also acquire great importance: Alimerka in Asturias, Eroski in the Basque Country, Gadis in Galicia, Spar in the Canary Islands and Consum in the Valencian Community. Despite the fact that in 2013 the trend to visit all types of centers (hypermarkets, supermarkets, department stores, shopping centers and specialized stores), the retail of image, sound and IT has registered its lowest data in the last 10 years (12.2%). The same happens in establishments specialized in decoration (which, with 6.1% register their second worst figure since 2003) and those of books, records and photography that, with almost 13%, also register their lowest ratio of visits . The offers and discounts pages (such as Groupon, Lets Bonus or Groupalia) represent a new way of acquiring products and services at the best price. In 2013, 31% of Spaniards visited an online discount page and, in addition, 21% bought something this way.Regarding the profile of this type of buyer, they are mostly men (22.2% of them have bought something compared to 19.5% of women) and with an age between 20 and 44 years.By autonomous communities, the Balearic Islands (33.6%), Madrid (27%) and Catalonia (26.9%) are the places in our geography where these products are most purchased, and in Navarra (8%), Extremadura (11 , 5%) and Castilla La Mancha (13%), where the least. Therefore, it is shown that it is a common way of shopping in urban areas, specifically in towns with between 200,000 and 500,000 inhabitants (with an average purchase of 26.1% and 5.1 points higher than the total in Spain ). With 25.4% in cities with more than 500,000 inhabitants, this type of purchase presents a figure 4.4 points higher than the national total.

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