Colombian buyer behavior.

On this occasion, I am presenting the main conclusions and trends about the Colombian shopper that I recently presented at the Catman (Category Management) & Shopper Marketing international congress,

The main conclusions are:

When looking to save the Variety is more important than quantity. Perceived risk of change strengthens preference for recognized brands  The means of accessing digital purchasing are (60% del NSE1 tiene SMARTPHONE) only lack of confidence.(and credit card) and Chain stores: they are the developers of the digital shopper. If you are not strong in the mind you should surprise in the channel/ Shoppers make less effort to plan their purchase and seek information before going out to buy.

The experience at the point of sale is becoming more and more relevant and decisive at the time of purchase, regardless of category. The moment of truth between the brand and the user is influenced by the point of sale.

The purchase process is a pleasure for many segments, both for men and for women

In trends we find:

On savings strategy. Maintaining the variety of products over the quantity of a few is the predominant behavior (65% approx.), although with a tendency to decrease, this would imply asking how is the quality of the basket of goods and services at present?

Preferring recognized brands at the cost of buying less quantity continues to be common, the high perceived risks of change are still present, however low price brands have gained a relevant position (30%) in the last 5 years. Today, the lower strata are already more willing to take risks: does the better economic situation decrease risk aversion? With what has happened in the last few months?

Apparently massive and recognized brands continue to be part of the social life of Colombians and solve more than a functional need.

About purchase planning: Only a small group of people look for prior information in different media about what they are going to buy (25% to 30%), especially for electronic products; the rest get information at the point of sale.

The personal and home care category gives more strength to the channel. How has innovation been in these categories? Is it an automatic purchase? Is the category leader benefiting from this behavior?

About When does the brand decide: before or at the point of sale?: The majority decide on the brand at the point of sale (60%), especially in high frequency consumption categories such as basic food and household cleaning products. It is interesting to see how the percentage of people who decide on the brand of clothing before being in the place or mall increases (50%), very possibly due to the entry into the market of chains with recognized specialized brands.

In terms of attitudes towards shopping, we found that there are 4 segments: Hedonists (33%), Devotees (20%), Pragmatists (27%) and Indifferent (20%).

Hedonists enjoy the purchasing process, and the  About The digital shopper: Mobile devices spearhead the digital trend. Online shopping is about to become more widespread, still reserved for large amounts..

Although Internet shopping is growing, it is observed that the trust barrier has not been overcome and the channel called to lead virtual shopping is paradoxically the Chain Stores, which is the one they trust.

RAFAEL LOPEZ

GENERAL MANAGER

BRANDSTRAT