Price is the first factor when choosing a product and consumers do not miss the opportunities that promotions represent to make a more economical purchase. This is one of the conclusions of the consumer study carried out by Levelsource, which presents the quantity factor (95%) as the second most important, surpassing the brand (89%) and quality (88%).
According to the same study, 97% of the sample report that there are items that “only buy on sale”, namely if they are “manufacturer’s brand” and 96% of the “senior” sample suggests that “promotions are also carried out, like fairs, with items of incontinence, for example”, proposing “senior week”.
95% want “items on sale to be properly signposted” and without out-of-stock (98%) and for 94% of respondents the promotional leaflet must be trustworthy and reliable, “the guide to saving”, organized by section/category , with images of the articles (92%), which exist at points of sale and are available in a visible and easily accessible location (89%). And as a complement to the “physical leaflet”, 82% of respondents like to have it available online and/or through an application.
According to data from Levelsource, 90% of consumers prefer immediate discount promotions.
In relation to the Customer Card, 85% of these respondents maximize the benefits of this option because they “associate/cross/accumulate” different promotions/discounts from different “partners” that their “Customer Card” allows, such as: supermarket – fuel – energy and 79% claim to have 4 “Customer Cards” with different brands.
89% of the sample, to maximize savings, buy in more than one store (different chains), for this reason and 80% of these respondents report that they increased on average the number of “purchase acts/moments” compared to the previous year, 65 % say “they buy fewer items at each point of purchase” although they consider that overall “they spend more to make the same purchases” (83%).
88% of respondents make their purchases on weekends and/or at the end of the month, with 74% of respondents admitting their intention to include online shopping in their practices, because “it helps to save”, as “we only buy what we really need”;
Less than half of respondents (46%) admit that it is “important to know the origin of what they buy”.
António Mendes, general director of Levelsource, highlights that “at this moment the consumer focuses on promotions and is strongly seduced by lower value proposals, however they value the binomial: price – quantity”.
The Levelsource study was carried out with the results of 1,309 valid interviews, for all districts of mainland Portugal, guaranteeing a confidence level of 97% and a sampling error of 3%. The households surveyed were randomly selected from a database of telephone numbers, and the 3 call-back method was applied in situations of temporary absence or non-answer, between 01.04 and 18.04.2024, says the company. market studies and consultancy.
