Previous Experience is Biggest Influence in LatAm Shopping

PR60981

NUREMBERG, Germany, June 24, 2015 /PRN=KYODO JBN/ --

    - Previous experience beats recommendations, price comparison sites,

in-store displays and advertising

    - Apps and ability to pay using mobile phone trail well behind in

importance

    The latest results from GfK Shopping Monitor Electro 2015 reveal that

consumers in Latin America consider previous experience with a brand or item,

and previous experience with the retailer, to be the two most important factors

when shopping for electrical products.

    Out of a list of 18 different factors, consumers in Latin American

countries consistently selected previous experience as having greatest

importance in their shopping decisions, including during the browsing and

information gathering stages. The ability to make payments using a mobile phone

was rated as one of the least important factors across all countries.

    Looking at the differences between leading markets in Latin America, we see

that, while the top two influencers are fairly consistent, the next most

important influencers are more varied. Electrical goods shoppers in Argentina

and Chile place confidence in retailer websites, while those in Brazil favor

consumer opinion sites and those in Columbia and Peru lean more towards

information at the shelf. Brand and price comparison websites are also

important for Latin American shoppers, but they do not make it into the top

three.

    Most important factors when shopping for electrical products    

                     Argentina  Brazil   Chile   Colombia   Peru

    Previous experience

    with brand / item       1         2        1        1        1

    Previous experience

    with retailer           2         1        2        2        2

    Retailer website        3                  3

    Consumer opinion

    websites                          3

    Information at the

    shelf                                               3        3

    "The full study shows brands and retailers exactly what consumers in each

country are buying and why. Our clients use this insight to understand

shoppers' brand perceptions and influence preferences across all electrical

product categories - letting them focus on those activities that have most

impact in each market," says Viktor Salakta, senior marketing consultant at GfK.

    Contact us for more information on GfK Shopping Monitor 2015, including

findings from Asia Pacific and other world regions.

    About the study

    GfK Shopping Monitor Electro 2015 consists of online interviews carried out

in 16 countries: Argentina, Australia, Brazil, Chile, Colombia, Germany, India,

Indonesia, Italy, Malaysia, Peru, Philippines, Singapore, Thailand, Ukraine,

Vietnam. An average 1,000 adults are interviewed in each country, consisting of

those who have recently bought, or are planning to buy, the relevant

assortment. Fieldwork was conducted in April and May 2015.

    Contact: Viktor Salakta, Senior Marketing Consultant, International Retail,

+49-911-395-3280, Viktor.Salakta@gfk.com

Source: GfK