According to the Nielsen Global study on origin of Brands, Brazilians prefer the global brands for durable goods, especially technological products such as computers and laptops, mobiles, tv (73%) and camera/video equipment (63%), in addition to personal care products like shampoo, conditioner and toothpaste (58%). The local brands lead in food, especially fruit (64%), vegetables (63%), meat (58%), milk (52%) and water (47%). On the purchase of both a global brand as a location, the consumer always looks first for the price (48% and 49%, respectively). Secondly, the deciding factor to lead to global brand''s previous experience with the product (41%) and for the site''s promotion (37%).
Digital Retail
According to the study, for the global brands, the Brazilians seek more online form cellphones (67%), computers and laptops (61%), television (49%) and clothing and footwear (39%). To the local brands, the respondents seek more clothes and shoes over the internet (41%), food and drink (40%), personal care/beauty products (30%) and cleaning (29%). Before going in the physical store, Brazilians prefer to buy online form global or local brands for the best price (66%), convenience (60%), product availability (32%), better assortment (27%) and quality (22%). The study is global and had 30,000 respondents online in 61 countries, covering 40 categories.
Giro News - 20/06/2016
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