Crisis will make consumers more '' mature '' and cautious in buying

São Paulo-in spite of the negative impacts the economic crisis that has affected the Brazil in recent years will leave a positive legacy for the Country. The recession has exercised the role of speed up the ripening process, which left the years of retraction more conscious, rational and cautious in buying than when entered.
The vision is shared by four retail and consumption experts heard by the DCI. "The Brazilian lived periods of euphoria, from 2004 to 2013, and has lived through the recession of recent years. The final product that will come out of all this will be someone more aware, and more Lord of you. A consumer who met and learned to enjoy the benefits of an affluent society, but who also learned to live with the seat belt tighter, "sums up the Director-General of the GS Group & Gouvêa de Souza, Marcos Gouvêa.
For him, this change in behavior will be extremely positive, in that it generates a more conscious consumer about the use of money and less prone to be in debt. For retailers, he points out that the impact will be on increasing the competitiveness between the marks.
The lead partner for the industry of consumer goods and industrial products at Deloitte, Reynaldo Saad, also see with good eyes the changes imposed by the recessive scenario. According to him, Brazil will come out more '' callous '' of the crisis and will be a consumer who has their concerns and their aspirations, but not necessarily going out-as I did five years ago-buying and indebting himself uncontrollably. "There is this perspective that the consumer will be more mature in your way to consume," he says.
Retail impact
In your view, that even should benefit the retailers in the definition of its business strategies. "In that it has a more stable consumer, that is, you know exactly what you want, what''s it going to be your purchase and which will have to boost consumption, I think this makes it easier for the retailer in your business strategy definition: stock supply, financing, improvement of products, etc," he says.
The partner-consulting President Ba} Stockler, Luis Henrique Stockler also signals a positive framework as a result of this new behavior. According to him, Brazil had a very marked consumption habits of Americans, and the change in this form to see the purchase process is very beneficial to the Country. "I think it''s extremely healthy, both in the sense of greater awareness of the Brazilian over their expenses, as the perception of issues such as reuse and sustainability in consumption," points.
To the founding partner of the Group Bandyopadhyay, Claudia Bittencourt, another important aspect of the crisis is linked to the Millennium generation, which can even be more impacted by these changes than other generations. "Many Brazilians had not gone through any crisis before the current. This young consumer, which is now entering the market, will come out of the recession on the understanding that there are crises, it''s not something that happens only in other countries, and therefore it needs to be more careful in dealing with your money, "she said, to the DCI.
The role of the recession
The evolution in consumer behavior, cited by four experts, would occur regardless of the crisis. The role of the recession, however, was to speed up the process. "The development that could take about eight years to happen we''re watching in three, because the crisis is over leveraging and accelerating the development of these behaviors," says George.
Stockler, Ba consulting} Stockler, agrees: "this change of habit is due also of technology, which offers consumer tools to search, compare and get the best price. But, without a doubt, the crisis has enhanced and accelerated this evolution and maturation process. "
According to him, the consumer has sought, with the crisis, use these features, since the need to save and find products with a lower price has increased. "When the money becomes more scarce, the purchase also just becoming more selective," he points out. For Claudia, the Group Bittencourt, all this will cause the consumer to become more demanding in your purchase and most of the retailers needs.
"The sale will be more a result of the experience in the store and the staff than it is today. Will be a set of experiences and feelings that the consumer creates with the brand that will cause it to consume the product. The retailers will have to adapt to that. "
About the process of resumption of the economy and, consequently, consumption, George claims he will slowly and that when effectively start, the levels of consumption will be lower than those we had in the period from 2004 to 2013, by rational and emotional issues. "Consumers took the crisis and are more cautious. In addition, we''re not going to have a growth in employment and income as great as what we had during that period, "he says.
According to the Executive, another aspect that should frustrate '' the advancement of the post-crisis consumption will be the fact that the credit growth as an engine of economic expansion has happened back there, and it shouldn''t happen again now.
Despite the view that consumption levels are less than those of the years leading up to the recession, the overall balance of the expert on the post-crisis consumption is positive. "It will be more rational. The consumer will better balance the desire and will not have so much euphoria, which is good for Brazil. "