Buying more online, in brand or specialised stores, looking at the price and not keeping quiet if there are problems, this is how shoppers in Spain are behaving in the first part of 2023, according to the latest study by the OCU consumer association.
In this latest consumer survey, the OCU obtained 1,139 responses from a representative sample of the population in Spain.
What are the current buying habits in Spain?
Online commerce, and specialised establishments, brands, etc., are the favourites of users, to the detriment of local stores and, above all, hypermarkets, which are less and less appreciated by users.
Own-brand or specialised stores are preferred by 81% of consumers to buy clothes, 63% for footwear.
77% of technology buyers (mobile phones or tablets) prefer brand or specialised stores, to the detriment of other types of establishments.
The same happens, to a lesser extent, with household appliances: specialised and own-brand chains are the priority trade for 68% of buyers.
At the same time, the online channel is increasing in popularity, especially when it comes to fashion, household appliances or technology, all of which are at their highest levels.
If something is clear in this survey, it is that both those who buy in physical stores and those who opt for the online channel, and regardless of the type of product they buy, the criterion that weighs the most in choosing a product or service is, In general, the best value for money. Besides…
In clothing and footwear, personal taste, the reputation of the brand or design weighs heavily.
When buying electronics or household appliances, the characteristics and functionality of the product are also taken into account.
In household appliances, the energy label or consumption also weighs the decision.
According to the responses, more people think about their purchases, find out about the products and their prices before executing (whether by visiting various stores, asking other consumers, on the websites of vendors or manufacturers…), than those who buy spontaneously.
7 out of 10 consumers are clear about what they are going to buy, but half of those surveyed prefer someone to help them. Still, 1 in 4 buy things they didn’t plan on, or worse, things they don’t need. All in all, only 16% usually regret their purchases, and only 6% attribute their financial problems to bad buying habits.
There are many types of buyer: impulsive, doubtful, the one who seeks advice, the one who prefers brands or fashion products… or the one who puts price before other criteria… And you, what type of buyer are you? Think about it.
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