Our survey of the panel of households analyzed the behavior of Brazilian women in the last quarter of 2018 purchases. Responsible for the purchasing decision of supplying households with 96%, even though they only head* 37% of them, women are prioritizing brands and products with more competitive prices and are still concerned with cost containment, reserving 21.2% of the monthly budget for basic products.
Among the expenses that most consume the Brazilian woman's budget are the basic ones (67%), which are divided between fast-moving consumer goods (FMCG) (21.2%), household expenses (11.7%), communication (11%), transport (8.7%), health (8.2%) and education (7.3%). In addition, they spend about 50% more on child care items (1.2%) compared to men.
Scenario improvement?
“Such behavior is still a reflection of the economic crisis in Brazil. Among the women interviewed, 60% are skeptical regarding the improvement of the scenario in the next year, which makes sense when we see that, of the seven attributes of a brand, the three main motivators for a purchase are related to the price, namely: good relation , quality or price (74.2%), low price (63.7%) and frequency of good promotions (32.6%)”, comments Julia Ávila, Manager of our Consumer Panel.
In addition, they also consider home delivery services, the cleanliness of the store environment, the attentiveness and friendliness of employees, the recurring availability of products of interest and the forms of payment accepted to be relevant for choosing brands and products. Compared to men, they are more willing to pay more for an environmentally responsible product than men.
With confidence still shaken, women tend to reduce spending to have more control of the monthly budget. To do this, they reduce leisure time away from home (66%), buy clothes (63%), replace brands with cheaper ones (48%) and reduce the use of gas and electricity (44%). “The tendency is for these attitudes to remain with Brazilian women, who have learned to continue consuming, but making choices that fit their pockets”, says Julia Ávila.
THE PURCHASE
However, when making a purchase, women tend to choose the daytime period (78%) and during the week (58%). To make it easier, they use a product list (50%), however, 47% of them say they buy more than expected when they are in the store. In addition, 56% mentions that he walks around the store before buying and 60% looks at the brochures and catalogues.
Women also have great influence on other people's consumption, since 85% of them recommend products to friends and family. “Due to the decrease in confidence after the economic crisis, women have learned to prioritize their consumption and to save. With this knowledge, they share their experiences with other people and thus influence the consumption of others”, concludes Julia.
