Consumer Buying Behaviour in the Recession: Global Online Survey
In the midst of the global downturn, with consumers facing job losses and rising prices, which purchasing criteria are they prioritising and how have their shopping habits changed? This new global report analyses the results of Euromonitor ‘s 2011 Annual Study of global consumers, which probes the motivations, perceptions and habits of around 16,000 respondents in the US, UK, France, Germany, Japan, China, Brazil and India; and examines the implications of these findings for marketers.
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Strategy Briefing market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Executive Summary
Survey Findings
Chart 1 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by country
Chart 2 'In the past 12 months have you changed any of the following habits?', by country
Chart 3 'How often do you do the following?', by country
Table 1 Global: 'Look at the following statements and tick all that apply', by country
Outlook
Rationale and Context
Table 2 Real GDP Growth by Country 2009-2011
Global Overview
What Counts Most for Shoppers?
Chart 4 Global: 'How important are the following factors/descriptors to you when considering purchasing a product or service?'
Chart 5 Global: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour
Chart 6 Global Sales from Discounters 2006-2011
Chart 7 Global Number of Credit Cards in Circulation 2006-2011
Chart 8 Global: 'In the past 12 months have you changed any of the following habits?'
Chart 9 Global: 'In the next 12 months do you intend to change any of the following habits?'
Shopping and Technology
Table 3 Internet Usage by Country 2010
Chart 10 Global: Respondents doing the following at least once per month
Chart 11 Global: 'On average, how often do you use your mobile/cell phone to do the following?'
Other Buying Behaviour
Chart 12 Global: 'Look at the following statements and tick all that apply', by gender
Chart 13 Global: % respondents agreeing with the following statements, by age group
Brazil
What Counts Most for Shoppers?
Chart 14 Brazil: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Changes in Buying Behaviour Over Time
Chart 15 Brazil: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 16 Brazil: 'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 17 Brazil: 'How often do you do the following?', by gender
Chart 18 Brazil: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 19 Brazil: 'Look at the following statements and tick all that apply', by gender
Chart 20 Brazil: 'Look at the following statements and tick all that apply', by age group
China
What Counts Most for Shoppers?
Chart 21 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 22 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Chart 23 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
Changes in Buying Behaviour Over Time
Chart 24 China: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 25 China:'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 26 China: 'How often do you do the following?', by gender
Chart 27 China: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 28 China: 'Look at the following statements and tick all that apply', by gender
Chart 29 China: 'Look at the following statements and tick all that apply', by work status
France
What Counts Most for Shoppers?
Chart 30 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 31 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 32 France: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 33 France:'In the past 12 months have you changed any of the following habits?', by age group
Chart 34 France:'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 35 France: 'How often do you do the following?', by gender
Chart 36 France: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 37 France: 'Look at the following statements and tick all that apply', by gender
Chart 38 France: 'Look at the following statements and tick all that apply', by work status
Germany
What Counts Most for Shoppers?
Chart 39 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 40 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 41 Germany: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 42 Germany:'In the past 12 months have you changed any of the following habits?', by age group
Chart 43 Germany:'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 44 Germany: 'How often do you do the following?', by gender
Chart 45 Germany: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 46 Germany: 'Look at the following statements and tick all that apply', by gender
Chart 47 Germany: 'Look at the following statements and tick all that apply', by age group
India
What Counts Most for Shoppers?
Chart 48 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 49 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by education level
Changes in Buying Behaviour Over Time
Chart 50 India: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 51 India: :'In the past 12 months have you changed any of the following habits?' by work status
Shopping and Technology
Chart 52 India: 'How often do you do the following?', by gender
Chart 53 India: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 54 India: 'Look at the following statements and tick all that apply', by gender
Chart 55 India: 'Look at the following statements and tick all that apply', by age group
Chart 56 India: 'Look at the following statements and tick all that apply', by education level
Japan
What Counts Most for Shoppers?
Chart 57 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 58 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 59 Japan: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 60 Japan:'In the past 12 months have you changed any of the following habits?', by age group
Chart 61 Japan:'In the past 12 months have you changed any of the following habits?', by work status
Shopping and Technology
Chart 62 Japan: 'How often do you do the following?', by gender
Chart 63 Japan: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 64 Japan: 'Look at the following statements and tick all that apply', by gender
Chart 65 Japan: 'Look at the following statements and tick all that apply', by age group
UK
What Counts Most for Shoppers?
Chart 66 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 67 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by education level
Changes in Buying Behaviour Over Time
Chart 68 UK: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 69 UK:'In the past 12 months have you changed any of the following habits?', by gender
Chart 70 UK:'In the past 12 months have you changed any of the following habits?', by age group
Shopping and Technology
Chart 71 UK: 'How often do you do the following?', by gender
Chart 72 UK: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 73 UK: 'Look at the following statements and tick all that apply', by gender
Chart 74 UK: 'Look at the following statements and tick all that apply', by work status
US
What Counts Most for Shoppers?
Chart 75 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 76 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 77 US: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 78 US:'In the past 12 months have you changed any of the following habits?', by age group
Shopping and Technology
Chart 79 US: 'How often do you do the following?', by gender
Chart 80 US: 'How often do you do the following?' by work status
Other Buying Behaviour
Chart 81 US: 'Please look at the following statements and tick all that apply', by gender
Chart 82 US: 'Please look at the following statements and tick all that apply', by education level
Outlook and Implications
Chart 83 'In the next 12 months do you intend to change any of the following habits?' by country
Chart 84 Global: 'In the next 12 months do you intend to change any of the following habits?: Use of credit cards to manage shortfalls'
Appendix: the Annual Study 2011
Methodology
Focus and Design
Fielding and Data Cleaning
Chart 85 Sample vs Population 2011
Online Sampling Considerations
Survey Questions Analysed for This Report
Survey Findings
Chart 1 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by country
Chart 2 'In the past 12 months have you changed any of the following habits?', by country
Chart 3 'How often do you do the following?', by country
Table 1 Global: 'Look at the following statements and tick all that apply', by country
Outlook
Rationale and Context
Table 2 Real GDP Growth by Country 2009-2011
Global Overview
What Counts Most for Shoppers?
Chart 4 Global: 'How important are the following factors/descriptors to you when considering purchasing a product or service?'
Chart 5 Global: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour
Chart 6 Global Sales from Discounters 2006-2011
Chart 7 Global Number of Credit Cards in Circulation 2006-2011
Chart 8 Global: 'In the past 12 months have you changed any of the following habits?'
Chart 9 Global: 'In the next 12 months do you intend to change any of the following habits?'
Shopping and Technology
Table 3 Internet Usage by Country 2010
Chart 10 Global: Respondents doing the following at least once per month
Chart 11 Global: 'On average, how often do you use your mobile/cell phone to do the following?'
Other Buying Behaviour
Chart 12 Global: 'Look at the following statements and tick all that apply', by gender
Chart 13 Global: % respondents agreeing with the following statements, by age group
Brazil
What Counts Most for Shoppers?
Chart 14 Brazil: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Changes in Buying Behaviour Over Time
Chart 15 Brazil: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 16 Brazil: 'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 17 Brazil: 'How often do you do the following?', by gender
Chart 18 Brazil: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 19 Brazil: 'Look at the following statements and tick all that apply', by gender
Chart 20 Brazil: 'Look at the following statements and tick all that apply', by age group
China
What Counts Most for Shoppers?
Chart 21 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 22 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Chart 23 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
Changes in Buying Behaviour Over Time
Chart 24 China: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 25 China:'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 26 China: 'How often do you do the following?', by gender
Chart 27 China: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 28 China: 'Look at the following statements and tick all that apply', by gender
Chart 29 China: 'Look at the following statements and tick all that apply', by work status
France
What Counts Most for Shoppers?
Chart 30 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 31 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 32 France: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 33 France:'In the past 12 months have you changed any of the following habits?', by age group
Chart 34 France:'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 35 France: 'How often do you do the following?', by gender
Chart 36 France: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 37 France: 'Look at the following statements and tick all that apply', by gender
Chart 38 France: 'Look at the following statements and tick all that apply', by work status
Germany
What Counts Most for Shoppers?
Chart 39 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 40 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 41 Germany: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 42 Germany:'In the past 12 months have you changed any of the following habits?', by age group
Chart 43 Germany:'In the past 12 months have you changed any of the following habits?', by education level
Shopping and Technology
Chart 44 Germany: 'How often do you do the following?', by gender
Chart 45 Germany: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 46 Germany: 'Look at the following statements and tick all that apply', by gender
Chart 47 Germany: 'Look at the following statements and tick all that apply', by age group
India
What Counts Most for Shoppers?
Chart 48 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 49 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by education level
Changes in Buying Behaviour Over Time
Chart 50 India: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 51 India: :'In the past 12 months have you changed any of the following habits?' by work status
Shopping and Technology
Chart 52 India: 'How often do you do the following?', by gender
Chart 53 India: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 54 India: 'Look at the following statements and tick all that apply', by gender
Chart 55 India: 'Look at the following statements and tick all that apply', by age group
Chart 56 India: 'Look at the following statements and tick all that apply', by education level
Japan
What Counts Most for Shoppers?
Chart 57 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 58 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 59 Japan: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 60 Japan:'In the past 12 months have you changed any of the following habits?', by age group
Chart 61 Japan:'In the past 12 months have you changed any of the following habits?', by work status
Shopping and Technology
Chart 62 Japan: 'How often do you do the following?', by gender
Chart 63 Japan: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 64 Japan: 'Look at the following statements and tick all that apply', by gender
Chart 65 Japan: 'Look at the following statements and tick all that apply', by age group
UK
What Counts Most for Shoppers?
Chart 66 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 67 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by education level
Changes in Buying Behaviour Over Time
Chart 68 UK: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 69 UK:'In the past 12 months have you changed any of the following habits?', by gender
Chart 70 UK:'In the past 12 months have you changed any of the following habits?', by age group
Shopping and Technology
Chart 71 UK: 'How often do you do the following?', by gender
Chart 72 UK: 'How often do you do the following?', by age
Other Buying Behaviour
Chart 73 UK: 'Look at the following statements and tick all that apply', by gender
Chart 74 UK: 'Look at the following statements and tick all that apply', by work status
US
What Counts Most for Shoppers?
Chart 75 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 76 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
Changes in Buying Behaviour Over Time
Chart 77 US: 'In the past 12 months have you changed any of the following habits?'/'In the next 12 months do you intend to change any of the following habits?'
Chart 78 US:'In the past 12 months have you changed any of the following habits?', by age group
Shopping and Technology
Chart 79 US: 'How often do you do the following?', by gender
Chart 80 US: 'How often do you do the following?' by work status
Other Buying Behaviour
Chart 81 US: 'Please look at the following statements and tick all that apply', by gender
Chart 82 US: 'Please look at the following statements and tick all that apply', by education level
Outlook and Implications
Chart 83 'In the next 12 months do you intend to change any of the following habits?' by country
Chart 84 Global: 'In the next 12 months do you intend to change any of the following habits?: Use of credit cards to manage shortfalls'
Appendix: the Annual Study 2011
Methodology
Focus and Design
Fielding and Data Cleaning
Chart 85 Sample vs Population 2011
Online Sampling Considerations
Survey Questions Analysed for This Report
