Previous experience beats recommendations, price comparison sites, in-store displays and advertising. Apps and ability to pay using mobile phone trail well behind in importance Latest results from GfK Shopping Monitor Electro 2015 reveal that consumers in Latin America consider previous experience with a brand or item, and previous experience with the retailer, to be the two most important factors when shopping for electrical products. Out of a list of 18 different factors, consumers in Latin American countries consistently selected previous experience as having greatest importance in their shopping decisions, including during the browsing and information gathering stages. The ability to make payments using a mobile phone was rated as one of the least important factors across all countries.
Looking at the differences between leading markets in Latin America, we see that, while the top two influencers are fairly consistent, the next most important influencers are more varied. Electrical goods shoppers in Argentina and Chile place confidence in retailer websites, while those in Brazil favor consumer opinion sites and those in Columbia and Peru lean more towards information at the shelf.
Brand and price comparison websites are also important for Latin American shoppers, but they do not make it into the top three. "The full study shows brands and retailers exactly what consumers in each country are buying and why. Our clients use this insight to understanding shoppers' brand perceptions and influence preferences across all electrical product categories - letting them focus on those activities that have most impact in each market", says Viktor Salakta, senior marketing consultant at GfK. Contact us for more information on GfK Shopping Monitor 2015, including findings from Asia Pacific and other world regions. About the study GfK Shopping Monitor Electro 2015 consists of online interviews carried out in 16 countries: Argentina, Australia, Brazil, Chile, Colombia Germany, India, Indonesia, Italy, Malaysia, Peru, Philippines, Singapore, Thailand, Ukraine, Vietnam. An average 1,000 adults are interviewed in each country, consisting of those who have recently bought, or are planning to buy, the relevant assortment. Fieldwork was conducted in April and May 2015.