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Consumer Spending Habits - Brazil - September 2014

“The majority of Brazilians are interested in promotional prices offered by stores and brands. However, customized promotions, based on consumers’ profiles and demographics, for example, tend to be more beneficial to higher socioeconomic groups – about 30% of AB consumers used credit card promotions and about 30% of them received some kind of free gift in the last six months, a significantly higher percentage than middle-class consumers (18% and 16%, respectively). In addition, the country is going through a period of economic instability, which prevents companies from offering creative, large-scale special offers, which discourages consumers from buying. Nevertheless, promotions that offer real financial savings, (eg “buy one, get one free,”) free samples/gifts meet the demand of lower-mid income consumers, who are highly attracted to new proposals, willing to research and look for stores that offer these types of promotions.”
– Sheila Salina, Senior Lifestyle Analyst

This report answers the following key questions:

  • What were the promotions and discounts most used by Brazilians in the last six months?
  • What are Brazilian’s habits in relation to promotions and bargains? Which store/brand promotional actions did they use when shopping in the last six months?
  • What are the attitudes more linked to promotions and bargains? 

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The consumer
              • Most used types of promotions and discounts
                • Figure 1: Most used types of promotions and discounts in the last six months, May 2014
              • Shopping habits related to promotions and bargains
                • Figure 2: Shopping habits related to promotions and bargains, May 2014
              • Most popular store promotions
                • Figure 3: Most used store/brand promotions in the last six months, May 2014
              • Segmentation analysis – General attitudes related to promotions and bargains
                • Figure 4: Attitudes related to promotions and bargains, by target group, May 2014
              • What we think
              • Key Points

                  • 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

                              • Trend: Why Buy
                                • Trend: Let’s Make a Deal
                                  • Trend: Life Hacking
                                  • The Consumer – Most-used Discounts and Promotions

                                    • Key points
                                      • “Installments plans” and “buy one, get one free” are the most used promotions by Brazilians
                                        • 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
                                          • 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
                                            • 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

                                            • Key points
                                              • Consumers tend to wait for promotions and better deals
                                                • Figure 8: Shopping habits related to promotions and bargains, May 2014
                                              • Implications
                                                • Consumers are increasingly researching for best prices and promotions
                                                  • 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
                                                    • Figure 10: Shopping habits related to promotions and bargains “I carefully account for all my spending (eg checking bank statements/receipts), May 2014
                                                    • 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

                                                    • Key points
                                                      • Free samples and gifts are the most popular promotions among those that add value to the brand
                                                        • 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
                                                          • 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
                                                            • 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
                                                            • 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

                                                            • Key points
                                                              • The three target groups
                                                                • 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

                                                                                  • 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
                                                                                  • Figure 19: Most used discounts and promotions in the last 6 months, by demographics, May 2014 (Cont.)
                                                                              • Appendix – Shopping Habits Related to Promotions and Bargains

                                                                                  • Figure 20: Shopping habits related to promotions and bargains, May 2014
                                                                                  • Figure 21: Shopping habits related to promotions and bargains, by demographics, May 2014
                                                                                  • 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
                                                                              • Appendix – Most-used Brand/Store Promotions

                                                                                  • 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
                                                                                  • Figure 26: Most used brand/store promotions in the last six months, by demographics, May 2014 (Cont.)
                                                                              • Appendix – General Attitudes related to Promotions and Bargains

                                                                                  • 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
                                                                                  • 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
                                                                                  • 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
                                                                                  • 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
                                                                              • Target Group Segmentation Analysis – General Attitudes related to Promotions and Bargains

                                                                                  • Figure 35: Target groups, May 2014
                                                                                  • Figure 36: Target groups, by demography, May 2014
                                                                                  • 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
                                                                                  • 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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                                                                              Consumer Spending Habits - Brazil - September 2014

                                                                              US $3,995.00 (Excl.Tax)