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Shopping with Women Purchasing patterns and budget priorities women have in the current context

Extract from Women as target: what is relevant now

Market Research Brennan Research & Consultants and SMARK

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Despite my thirty years of research into the feminine soul, I have not been able to answer the great question that has never been answered:

Sigmund Freud

What does a woman want?

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•  Intro •  Shopping patterns •  Facing economic turmoil •  Money and banking •  Beauty •  Food and beverages •  Fashion

Agenda

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Intro

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•  Qualitative and quantitative market research •  March – June 2009 •  Women, 18-45 years old, urban environment •  Topics:

•  values •  stereotypes •  friendship and human relations •  online behavior •  beauty •  food & beverages •  sport •  interior design •  fashion •  health

Research in Brief

Over 60,000 minutes talking to Romanian women, on topics they like and find relevant in their lives

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Shopping patterns

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Most of the women prefer the “supermarket” type of retail versus small shops. This is the case mainly for students and professional employees in Southern Romania

More than 2 out of 3 women agree to the statement that shopping is a way of relaxation for them. Students have a higher propensity to claim this association.

67.9% 68.6%

Indeed, shopping seems to relax women… March 8 is

more important than

March1st or Valentine’s

Day for 58% of the women

* As part of a conference on Promotions, several pieces of info from the report are presented in a “promotional” way, in the yellow spots. Promotions are not real, they are just used as typical type of messages

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The idea that advertised products are more expensive might induce an acceptance of a price premium shopping behavior once decision is made

On the other hand, respondents tend to agree that there is a direct relationship between price and quality

63.6% 56.2%

Once you see an ad…price expectations might raise

1.Favorite flower:

The Rose 2.Favorite

actor: Brad Pitt

Read one,

get one free

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Facing economic turmoil

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Lowest interest in topics around the Global crisis is found in the young segment (under 24 years old).

While elder segments are concerned mainly with increasing costs with utilities, young women are more concerned with potential increase of prices for clothes and footwear

Interesting, but not critical topic…

Over 40% of women think

there is no real crisis in

Romania, it is more a

speculation

Limited offer: 19 seconds

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Romanian brands may become relevant choices in some markets

58.5% 46.4%

Most women are cautious and foresee a downsize in their current expenses.

Romanian products may be favored in this context but consideration of this scenario is not very strong. There are some sub-segments for which this option has higher propensity

32% would like to work abroad in the next 2-3

years

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Quality must hold…

48.0% 60.0%

At least at stated level, quality prevails. Respondents are more favorable to reducing the volume of good and services purchased and maintaining the quality or the brands they are used to.

Two thirds of women

consider Gold is no

longer fashionable

Only today!

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Loyalty to product/brand is strong

60.5% 64.1%

It’s promo time! Women might have increased attention paid to promotional messages and tactics.

If someone has to go, then this is the retailer! Loyalty to brand/product seems higher that to the point of sale

What percentage of women own a

car?

Send the right answer and you will get

the next info free 19%

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Money and banking

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There is still money in the pocket… if family is not large

Overall, more than half the women declare that they share in the household budget les than 40% of their personal income.

High pressure induced by credits on larger households. Almost half of monthly HH income for 4+ families goes to bank payments. Higher debt rates in Moldova and Muntenia.

62% of women say

they will start earning for bad days to

come

Congratulations! You won this info !

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Still using cards to get the cash out of ATMs

Cards and electronic banking products are significantly more often used in Bucharest.

Taking money out of the machines continues to be the main behavior. Shopping and invoice payment gain usage, while online shopping is still under-used

Over 72% of women are

worried about

possible decrease of

their personal income

Collect 3 yellow infos and you will get one free

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Beauty

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Buying from “your” agent works best

Most women purchase their beauty products from direct sales. This happens mainly in the young segments, where social interaction is amplified. For 25-34 there is a shift, more women being attracted by purchases in supermarket type of shops

All ages 18-24 25-34 35-45

89% of women consider sport a way to build and maintain a

nice body

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Brand Loyalty in Beauty is significant

71.3% 30.8%

Women tend to be very loyal to brands in the area of cosmetics. Romanian products are not very well positioned in this market, they appeal only to some sub-segments.

44.3%

A woman needs over

20 minutes to “get herself

arranged” in a regular morning

Come with this next time and next info will be

at half price

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When it comes to cosmetics, it’s not as much about planning

43.4% 42.9%

A large share of cosmetic purchase is based on impulsive decision. This results in a similar share of women accepting they have more products than they actually need…

40.1%

Over 52% of women think it is

risky to buy someone perfume

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Food & Beverages

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Not a woman characteristic all over the country

Overall, most of the purchase decisions with respect to food and beverages are taken mainly by women. A difference is noticed in Bucharest, where women involvement in this area is lower and there is a large share of respondents not involved at all in the process

70% of women say they do not

drink alcohol

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The regular food shopping is in the neighborhood

When it comes to food, most women prefer* the open market and their smaller “corner store” on the expense of the large supermarkets.

*NB: question is about frequency, not volume of sales 45% of women would pay extra for natural / Eco food products

Info produced in Romania

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Fashion

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Image, brands and fancy shops…

When it comes to clothing, relevance of the retail chain changes. Most preferred choices are Branded shops and Malls, therefore a stronger image factor and brand affiliation

56% of women consider that being elegant

means spending a lot

on clothes

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Thank you!