About this Report
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.
Format:
PDF
Delivery:Immediately after purchase
ECONOMIC CONTEXT
It is clear that the global economic downturn, triggered by the financial crisis of 2007, has had a profound effect on consumer spending habits. In 2009, global real GDP fell by 0.7%, marking the first decline since the early 1930s and prompting some to compare the current crisis with the Wall Street Crash of 1929 and the Great Depression.
Although global GDP rose by 5.1% the following year, fueled largely by strong growth in developing markets, the world’s advanced economies continued to suffer from significant job losses, drastic cuts in consumer spending and private investment, as well as an alarming dip in global demand for consumer goods and services of all types. Growth is thought to have slowed to 3.9% in 2011, as consumer confidence remained low in the face of economic uncertainty, further job losses and the implementation of various austerity measures by Western governments.
THE SURVEY
The report analyses responses to more than 35 survey questions, taken from the “Shopping and Leisure” section of the Annual Study.
These questions examine the following consumer factors:
- Factors that are important when purchasing (six factors analysed, including price, quality, brand name, and packaging)
- Past changes in saving and spending behaviors in the previous 12 months (seven factors analysed, including use of credit cards, spending on new technology, and visits to discount stores)
- Projected changes in saving and spending behaviors in the next 12 months (seven factors analysed, including use of credit cards, spending on new technology, and visits to discount stores)
- Attitudes toward various ways of shopping (nine factors, including impulse purchases and shopping malls)
- Frequency of shopping- and purchase-related online activities (five factors, including reading product reviews and buying groceries)
- Frequency of shopping- and purchase-related activities done on mobile/cell phone (three factors, including comparing prices while in store)
