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Changes and trends in the purchasing behavior of Spanish consumers


Changes and trends in the purchasing behavior of Spanish consumers

The purchase channel is one of the topics that the Cetelem Observatory has been analyzing since practically its first edition. In the 1999 edition we already appreciated the evident growth of large supermarkets or chains against small businesses, in which we analyzed the strategies that traditional distribution should follow in order to face this competition. Cetelem now presents a new edition of its observatory, focused on the analysis of consumption for the development of which data from personal interviews carried out with a selection of experts and businessmen and an online survey of 1,411 Spanish consumers have been used. In this new report, the new changes and trends in Spanish purchasing behavior are clearly shown. Immersed in the how to look up cell phone numbers in canada in this report, we find that in relation to age segmentation, those most likely to buy in traditional stores are the oldest . 39.7% of those between 45 and 54 years of age, and 35.6% of those over 55, stand out above the average in their statements of purchase preference in neighborhood stores. With regard to the large distribution chains, it is the youngest who stand out. 73.8% of young people between 18 and 24 years old and 68.4% of those between 25 and 34 years old. The economic crisis that we have experienced these years has clearly impacted on this type of traditional commerce, which has been greatly affected, with many stores from different sectors having to close. Traditional commerce has had to adapt and understand the business from a more professional, more specialized point of view and conducting business management that has allowed it to remain in the market.


What do you value the most?
The most valued aspects when buying in a store are another recurring theme in our studies at the Cetelem Observatory. If we go back to 2004 we can see that the ranking of the most important variables for consumers has varied significantly, regardless of the channel chosen to make the purchase. Before the economic crisis, the Spanish consumer did not pay much attention to the price , the first thing was satisfaction with the product purchased and the treatment received by the store personnel. The price occupied a third place in the Betting Email List while at present and especially in the case of large stores, it is what buyers value the most. By type of channel, in the case of large chains or supermarkets, the price occupies the first place with 63% of mentions followed by the variety of products and the ease of being able to purchase all the goods in the same establishment (60 %). Consumers who go to traditional commerce do so fundamentally motivated by proximity (66%). The next most valued is the treatment or specialized attention that salespeople can offer them in small stores (52%) and trust in the establishment (48%). Although store hours are not a priori within the priorities or most valued aspects when making purchases of durable consumer goods, it is an important issue for consumers. Among the different options given in this question, 41% say that the fact that stores open on Sundays would make the purchase process much easier for them, and 39% would prefer that they extend their hours by closing later. Among consumers who demand the opening of stores earlier, those between 35 and 44 years old with 25% stand out compared to 20% of the average, and those between 45 and 54 years old with 27%. With regard to the extension of the hours closing later, those over 55 years old stand out with 42.9% compared to 39% on average. Finally, the opening of more stores on Sunday is especially demanded by the youngest, where compared to 41% on average those between 18 and 24 years old stand out with 48% and those between 25 and 34 years old with 44%. What a vast majority of consumers do seem to agree on is that it is now much easier to make purchases of consumer goods (81%) and the presence of new technologies has had a lot to do with it, since it allows consumers be hyper-connected and informed at all times, facilitating the purchase process and helping with decision-making. What are the main aspects that make you trust a store?
Previously we have seen which are the variables that Spaniards take into account when deciding to buy in one type of store or another, now it is time to analyze regardless of the channel or type of establishment in which the purchase is made, which ones They are the main aspects that generate confidence in consumers. The price reappears in the top positions with 76% of respondents saying they have more confidence in those establishments whose prices are adjusted to the market. 55% need friendly store staff to have confidence in a particular store. The brand plays an important role in this sense, since for 38% it is essential that the store has leading brands in the market so that it generates confidence. Finally, note that the Internet is increasingly important in the buying process regardless of whether you are an online buyer or not, since 27% declare that they have more confidence in those stores that also offer their products or services on the Internet. But not only that but also for 23% it is important that the opinions of the store in forums, blogs or social networks are positive. New technologies in the purchasing process
Regarding the knowledge of the possibility of using the tablets made available in stores, those youngest between 18 and 24 years old stand out above the average with 37.3%. Regarding the possibility of paying directly with the Smartphone, those over 55 years old are those with 63.4% who stand out above 55% on average. Regarding the new technologies made available to consumers by the distribution, of the three options we have asked about, the best known is the possibility of paying directly through the Smartphone (55%), having already been used in occasionally for 15% of them. The possibility of using tablets placed in stores is only known by 25% of those surveyed, having been used only by 12%. Regarding apps or budget simulators that allow consumers to control their expenses and know whether or not they can incur a new one. Only 18% know about this type of application, of which 60% consider it useful, stating that their purchase decision has been affected by the result of this online advice. Of the remaining 82% who do not know this type of application, 51% believe that it would be useful to have a tool of this type.Information sessions Masters in Communication UPF-BSM Sign up!
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