Eureknow study shows certain changes in consumer behavior after confinement.
It was Saturday at noon and the line was long to try on clothes or pay in this type of premises in a shopping center in the north of Guayaquil. On Tuesday there was more room to walk through the corridors of the mall, But those stores had ten and twelve people in columns to buy and as the afternoon progressed more were arriving. And it is that the clothes lead by far the list of gifts for this Christmas, a study of Eureknow It shows it as the first option with 81% of mentions.
It also indicates that despite changes in the way of shopping due to the COVID-19 pandemic, 87% of consumers continue to purchase clothing in person and 13% do so in a online.
Toys (49%) follow on the list of gifts; shoes (45%); food (42%); wines and spirits (31%); beauty items, perfumes and cosmetics (26%); sweets such as bags of candies or chocolates (26%); home decoration, pictures, vases (19%); cell phones (13%). In addition to sports equipment (11%); books (11%); household electronics such as televisions (10%); computer (9%); video or computer games (8%); White goods such as refrigerator, toaster, coffee maker (8%) and travel (8%).
The average gift budget is about $ 190 (from $ 89.92 at the lowest socioeconomic level to more than $ 473 at the highest), this study indicates.
This work called So Christmas 2021 will be in Ecuador was carried out with a sample of 470 cases, people between 18 and 65 years of age living in Pichincha, Guayas and the rest of the country. From them, 83% answered that they will make purchases for this season. 13% will spend more than last year, 29% the same and 58% less.
And these purchases were expected to be made in physical stores by 68% and the remaining 32% online. Why do you prefer face-to-face purchases? Well, because you can physically see the product and there is more variety in stores, they were the main reasons. Meanwhile, among those who choose to shop online It is mentioned that this way, lines and protocols for COVID-19 are avoided and they take care of contagions. This is part of the new habits reported by Eureknow.
“The consumer has changed his behavior significantly in recent years, the psychological ravages caused by the pandemic leave marked many attitudes that will affect the way of buying and consuming this Christmas,” indicates that market research company.
More than half cook at home more often. This is the main change in consumer behavior, after the COVID-19 pandemic, reported by the study.
Now it is also preferred to make payments from app mobile phones or from the web, use the delivery, purchases online more frequently with home delivery.
Preference for national consumption
National consumption is another aspect that is mentioned in the changes in habits: after the pandemic there is an interest in buying more Ecuadorian products, of the own brands that supermarkets have, or that support local SMEs.
I spend more on tools for teleworking at home, I buy meals in larger quantities to keep myself supplied, now I spend more on health and well-being (such as gym, healthy food, yoga), are other answers that emerge from the study. One of the least cited options is that of those who say they have not changed their shopping habits.
In terms of payment, cash is the most used with 32%, followed by debit cards (26%) and credit cards (24%). Then there are mobile application bank transfers (11%), web transfers (8%) and the less usual, by check (1%).
Decimotecer salary will be used to pay debts and Christmas purchases
The payment of debts is the first use that will be made of the thirteenth salary that workers will receive in a dependency relationship this month. 58% of those surveyed by Eureknow said that they will pay their debts with this bonus that is equivalent to a monthly salary. 28% indicated that with this money they will buy gifts or cover other Christmas expenses. And to a lesser extent, other uses are mentioned, such as investing in the purchase of a home (6%), going on a trip abroad (5%), spending it on savings (5%), investing in the purchase of a vehicle (3%). ) and others (2%).
The Labor Code establishes that this tenth must be canceled until December 24 of each year. There are 1,519,260 workers who are under this regime, according to 2020 data provided by the Ministry of Labor.
In the public sector and universities, 474,209 employees received this remuneration last year. The majority (359,484 servers) collect it in an accumulated manner in December and the rest (114,725 civil servants) receive it proportionally month by month together with their salary. (I)
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