Natal 2013 Novos tempos, novos costumes - Deloitte US · 2020-05-15 · Novos tempos, novos...

Natal 2013Novos tempos, novos costumes

Consumer Business

Novembro 2013

Natal 2013 Xmas Survey 20132

Índice

Prefácio 03 Editorial 09 Inside the consumer mindset 14 2013 Holiday budget 26 Most desired and most popular holiday gifts 34 Purchasing strategies 38 Cross-channel 47 Where do consumers plan to do their holiday shopping? 60 Survey methodology 68 Contactos 75

Natal 2013 Xmas Survey 2013 3

PrefácioPrefácio

Após dois anos e meio de vigência do programa de ajustamento liderado pela Troika, o ambiente de ansiedade da sociedade Portuguesa mantém-se.

É com um enorme entusiasmo que a Deloitte divulga a 16ª edição do estudo sobre as tendências de consumo para o Natal 2013.

Nestes tempos de incerteza, é da maior importância conhecer em que sentido o actual contexto económico afectará as tendências de consumo dos portugueses na quadra Natalícia.

Foram incluídos neste estudo 17 países europeus, incluindo vários países que possuem um enquadramento macroeconómico desfavorável, entre os quais, Portugal, Espanha, Itália, Irlanda e Grécia. O estudo reflecte a opinião de uma amostra representativa de consumidores europeus, num total de 17.355 inquiridos, dos quais 766 portugueses. O período de trabalho de campo decorreu nas segunda e terceira semanas de Setembro.

Após dois anos e meio de vigência do programa de ajustamento liderado pela Troika, o ambiente de ansiedade da sociedade Portuguesa mantém-se.No entanto, e em linha com os primeiros sinais positivos da economia, começamos a assistir a uma ligeira inversão das expectativas dos consumidores.

O cenário continua extremamente desafiante a nível do desemprego, evolução do rendimento disponível, carga fiscal, acesso ao crédito, etc., mas, ao contrário do que sucedia há um ano atrás, estamos neste momento a assistir aos primeiros trimestres de crescimento positivo, desde o final

de 2010. Em Agosto, e depois de dez trimestres consecutivos de recessão, Portugal surpreendeu com um crescimento de +1,1%, o maior crescimento da UE, referente ao segundo trimestre do ano. O motor do crescimento, ténue, mas

positivo, foram as exportações. Tudo indica que o terceiro trimestre vai também apresentar um ligeiro crescimento da economia. Todavia, a performance do ano 2013 vai ainda ser negativa, com uma estimativa de um decréscimo da economia entre -1,5% e -1,8%.


O estudo de Natal realizado confirma o estado da Nação: um país ávido de boas notícias, a aproveitar qualquer sinal positivo para alimentar a esperança de que o pior já passou e que melhores tempos se aproximam. Com efeito, neste ano 77% dos portugueses classifica como negativa a situação do País, contra 83% em 2012; 59% têm expectativas negativas sobre o futuro, contra 73% em 2012; 57% afirmam que têm menor poder de compra, contra 68% em 2012; e 35% têm a expectativa de reduzir ainda mais o seu poder de compra no ano de 2014, contra 55% no último ano.

Os resultados do estudo, ano após ano, têm mostrado uma enorme consistência entre as tendências de consumo e a realidade económica da Europa e, em particular, de Portugal. Os portugueses definitivamente alteraram os seus hábitos e perfil de consumo, ajustando-os à nova realidade do País.

Em geral, na Europa, existe um sentimento mais positivo do que no ano passado, situação que se reflecte nas expectativas de consumo. Nesta quadra Natalícia, os europeus têm a expectativa de consumir mais +0,7% do que no período homólogo, em 2012, ano em que os europeus, em média, tinham a expectativa negativa de diminuir o consumo em -0,8% face ao ano anterior (2011).

Neste registo, destacam-se a Alemanha e a Dinamarca, que não só melhoraram, como demonstram inclusivamente um sentimento

positivo acerca do estado da sua economia. No quadro europeu, o perfil de consumo é consistente mas constata-se que temos uma Europa a duas velocidades: a Europa da austeridade a nível de consumo, embora com expectativa de uma menor queda do consumo do que no ano de 2012, onde se incluem a Irlanda (-1,7%), Portugal (-2,3%),

França (-0,9%), Itália (-2,4%) e Grécia (-12,8%), esta última com uma expectativa de queda do consumo muito superior aos restantes países. Num segundo grupo,incluem-se os restantes países, onde se destaca a Alemanha, com um aumento esperado de consumo de +6,7%. Surpreendentemente, os nossos vizinhos espanhóis, ao contrário do ano de 2012, têm a expectativa de aumentar o seu consumo, em +1%, neste Natal.

Prefácio

Os resultados do estudo, ano após ano, têm mostrado uma enorme consistência entre as tendências de consumo e a realidade económica da Europa e, em particular, de Portugal.


Em Portugal, em linha com a tendência desde o ano de 2007, excepção feita a 2009, vai haver uma variação negativa (-2,3%) do consumo na quadra natalícia que se avizinha, isto depois da queda drástica em 2012, de -13,5%, e das diminuições mais ténues nos anos anteriores.

Este ano, e no conjunto dos países do Euro, só mesmo os holandeses é que têm a expectativa de gastar menos do que os portugueses, cujas expectativas de gasto são de 393€ por lar. O gasto total por lar dos portugueses reparte-se da seguinte forma: 195€ em presentes (-1,8%); 144€ em alimentação e bebidas (-1,3%) e 55€ em socialização (-6,5%). Os campeões dos gastos nesta quadra, tal como no ano anterior, são os Irlandeses, com uma expectativa de gasto de 894€ (-1,7%).

As tendências dos anos anteriores mantêm-se, com uma diminuição da procura de crédito, diminuição do consumo nas categorias não essenciais, como férias e entretenimento, e uma maior fatia do rendimento a ser gasto em impostos, energia, alimentação, saúde e educação. Os portugueses demonstram, uma vez mais, a sua enorme resiliência, continuando disponíveis para restringirem, se necessário, os gastos em diversas categorias de produtos, como entretenimento, férias, roupa, calçado, etc. De notar que a predisposição dos portugueses em reduzirem mais nos seus gastos, caso seja necessário, é sempre superior aos seus congéneres europeus, em todas

as categorias de produtos, com excepção das despesas referentes à habitação.

Entretanto, foi possível confirmar que se consolidaram as alterações das tendências de consumo a que temos assistido nos últimos anos, designadamente as seguintes: as compras em promoção continuam a aumentar (+57%); o preço ainda vai ser mais tomado em consideração no momento da decisão de compra (+70%); registam-se menos compras por impulso (-69%) e um aumento das pesquisas de produtos online (+56%); consolida-se igualmente a alternativa de utilização das lojas de desconto nas compras de Natal (40% penetração) e de aquisição das marcas da distribuição.

Em resumo, os resultados do estudo confirmam que o mercado de consumo interno vai continuar em dificuldades mas, simultaneamente, que começam a surgir os primeiros sinais positivos.Deste modo, o tecido empresarial vai ter de manter um esforço de permanente reinvenção de forma a garantir o crescimento económico sustentado do nosso País. Pese embora o grande motor da economia sejam actualmente as exportações, o aumento, de uma forma generalizada, do nível de bem-estar colectivo terá igualmente de passar pela dinamização do mercado interno. É assim fundamental que o tecido empresarial português, sem descurar o excelente trabalho desenvolvido a nível de internacionalização, continue por conseguinte a acompanhar as expectativas dos

Prefácio


consumidores e retome uma agenda para o crescimento interno.

A título ilustrativo e na maioria das categorias de produtos, continuam por aproveitar as oportunidades de reinvenção de modelos de negócio proporcionadas pelos desenvolvimentos do canal digital. Entre outros exemplos, continua a existir um significativo potencial de melhoria, com impacto na receita, a nível de inovação na experiência de cliente multicanal, gestão do preço e promoções.

Mantemos a convicção, à semelhança dos anos anteriores, de que o estudo de Natal justifica uma análise mais profunda por parte dos empresários, gestores, etc. que, como nós, considerem que o consumidor constitui o ponto de partida do seu negócio. Estamos, naturalmente, à disposição para partilhar em maior detalhe todo o potencial de conhecimento proporcionado por este estudo e que, por imperativos de síntese, não está incluído no presente relatório.

À semelhança de todos os Portugueses, desejamos que o ano de 2013 represente um ponto de inflexão e que os resultados da 17ª edição do estudo de Natal, no ano de 2014, comprovem uma melhoria acentuada das tendências de consumo.

Votos de um Feliz Natal e de um Próspero Ano Novo.

Luís BeloPartner - Consumer BusinessDeloitte

Nuno Netto Associate Partner - Consumer BusinessDeloitte

Prefácio


Conclusões Portugal Natal 2013

46%201368%

2012

Em Portugal, 46% dos inquiridos afirma ter diminuído o seu poder

de compra, face aos 68% doano passado

O orçamento alocado ao Natal continua a diminuir (-2,3%)

face ao real de 2012

2013Gasto total: 393€

O aumento dos impostos,com 61%, e a expectativa de manutenção da deterioração da economia, com 51%, são os

principais motivos para adiminuição dos gastos

no Natal

+39% europeus

€

A sensibilidade aopreço continua a aumentar

+70%portugueses

VS

As expectativasnegativas sobre a economia

portuguesa diminuem

73% 2012

59% 2013

46%2013


Os centros comerciais continuam a ser o canal preferido para a compra

de presentes

Cada vez mais acentuadaa discrepância ente as intenções

de compra e as expectativasde presentes

Os portuguesesdemonstram, uma vez mais,

um nível de resiliência notável, continuando disponíveis

para cortar nos gastos se necessário

M-commercedos portugueses já utiliza

pensa vira usar

21%70%

O digital assumeuma crescente importância no processo de pesquisa e comparação de produtos

+56%têm intenção deoferecer dinheiro

esperamreceber dinheiro

VS13%

68%

49%95% dia-a-dia92% entretenimento90% férias87% roupa/calçado


Editorial

As expectativas dos europeus estão menos pessimistasA maioria dos europeus considera que o actual estado da economia é negativo, mas este indicador tem vindo a melhorar e a moral dos europeus está menos pessimista (40% em 2013, contra 50% em 2012).

Portugal também segue esta tendência. Em 2012, o número de portugueses pessimistas era mais elevado do que no corrente ano. Com efeito, em 2012, 83% consideravam a situação económica do país negativa, contra os actuais 77%. Mesmo assim, estes valores ainda não atingem os níveis de 2009, onde apenas 49% dos inquiridos considerava o estado da economia negativo. A maioria dos países europeus acompanha este sentimento menos pessimista. Apenas a Holanda, a Ucrânia, a Finlândia e a Rússia não seguem esta tendência. Importa destacar que a Itália (80%) e a Grécia (81%) constituem os únicos países ligeiramente mais pessimistas do que Portugal. No outro extremo, destacam-se a Dinamarca e Alemanha, já a apresentar um índice positivo na avaliação do actual estado da economia.

Quanto às expectativas para 2014, os europeus estão também menos pessimistas. Em 2012, 49% dos europeus acreditava que a economia iria deteriorar-se, contra os 41% deste ano. Em Portugal, 59% da população acredita que 2014 será pior do que 2013. De notar que este número se reduziu relativamente a 2012, quando

73% dos consumidores acreditava que o estado da economia iria piorar. Apesar dos índices de avaliação ainda serem negativos, é de realçar a ligeira inversão no sentido da evolução das expectativas em relação ao futuro estado da economia. Tal como no ano passado, apenas

os gregos demonstram um sentimento mais negativista em relação a 2014, com 65% dos consumidores a perspectivar um futuro mais sombrio para a economia do país, tendo este valor mesmo assim diminuído, face aos 72% de 2012.

Quanto às expectativas para 2014, os europeus estão também menos pessimistas.


Editorial

Em comparação com 2012, em média, um maior número de Europeus tem a percepção de ter diminuído o seu poder de compraDesde 2009, que os Europeus têm a percepção de que o poder de compra diminui todos os anos e, neste ano, a tendência mantém-se.

No entanto, existe um conjunto de países, como a Irlanda, Portugal, Espanha, Itália, Grécia, Bélgica e Dinamarca, que demonstram uma ligeira melhoria no índice face a 2012, apresentando, em qualquer caso valores ainda negativos.

Em Portugal, 46% dos inquiridos afirma ter perdido poder de compra, face aos 68% de 2012.

Relativamente ao futuro, 35% dos consumidores portugueses tem a expectativa de vir a perder poder de compra em 2014, contra os 55% que no ano passado julgava vir a perder poder de compra no ano de 2013.

Os mais pessimistas relativamente à perda de poder de compra no futuro são, de novo, os gregos, com 48% a afirmar que têm a expectativa de vir a perder poder de compra em 2014.

O orçamento dos Europeus para a época natalícia, em média, está a estabilizar em relação aos últimos anos. De um cenário de diminuição de -0,8%, em 2012, passamos para um cenário com a expectativa de aumento de +0,7%, em 2013Tal como no ano passado, os países da Europa do sul são os que planeiam diminuir os seus orçamentos de Natal, relativamente ao ano anterior, enquanto os países de Norte têm a expectativa de os aumentar. Os países nos quais a variação do orçamento em relação ao ano passado vai ser mais negativa são: Grécia (-12,8%), Itália (-2,4%), Portugal (-2,3%) Irlanda (-1,7%) e França (-0,9%). Os países que revelam um aumento no seu orçamento natalício são: Ucrânia (17,4%), Rússia (13,1%), Alemanha (6,7%), Polónia (5,4%) e Suíça (3%). De destacar Espanha, onde os consumidores afirmam ter a expectativa de aumentar em 1% o seu orçamento da quadra Natalícia em relação ao ano passado.

Quanto aos portugueses, apesar de os níveis de pessimismo em relação ao poder de compra e ao estado da economia terem diminuído ligeiramente, a expectativa de gastos no orçamento de Natal diminui em 2,3%. Contudo, esta variação é bastante menos negativa do que o corte que era esperado em 2012 (-13,5%). Em 2013, é previsto um gasto total de €393 por lar, repartido da seguinte forma: €195 em presentes (-1,8%), €144 em alimentação e bebidas (-1,3%) e €55 em socialização (-6,5%).

Portugal continua a representar a terceira maior queda de gastos da Europa, ainda que menos pronunciada do que a registada em 2012, sendo apenas ultrapassado pela Itália (-2,4%) e Grécia (-12,8%).


Editorial

O receio da deterioração do estado da economia continua a ser o principal motivo para os Europeus diminuírem os seus gastos no período NatalícioNa Europa, os principais motivos que influenciam quem afirma que irá gastar menos este Natal são coincidentes com os do ano passado. Para 47% é a expectativa de que o estado de deterioração da economia manter-se-á e, para 40%, trata-se do aumento dos impostos. Porém, em qualquer caso, existe uma melhoria face aos 50% e 48%, respectivamente, registados no em 2012.

Para os portugueses, o aumento dos impostos, com 61%, e a expectativa de manutenção da deterioração da economia, com 51%, são os principais motivos para a diminuição dos gastos no Natal.

No entanto, quando comparamos os portugueses com a média dos europeus, o maior diferencial está nos 39% que afirmam diminuir os seus gastos, por motivos relacionados com terem perdido o emprego ou com o receio de, no futuro, virem a perdê-lo.

Já para os portugueses que têm expectativa de vir a aumentar os seus gastos nesta quadra, os respectivos motivos principais são, para 43% dos inquiridos, as promoções, comparando com a média de 33% na Europa, e, para 40%, o desejo de evitar pensar na crise económica que assola o nosso país.

A variável preço continua a assumir o papel principal no processo de decisão de compraO preço vai ter um papel ainda mais preponderante do que em 2012 para 70% dos portugueses, contra a média de 39% dos europeus. No mesmo sentido, 70% dos portugueses afirmam que um dos atributos críticos na escolha de um retalhista é o nível de preço, contra 55% de média europeia. De uma forma consistente, uma das prioridades

apontadas para a melhoria da experiência de compra nos retalhistas é a redução dos preços. De igual modo, dois em cada três portugueses, contra uma média de 47% dos europeus, afirmam que os programas de fidelidade mais atractivos são os que oferecem descontos imediatos. Todos estes indicadores remetem-nos para um processo de compra cada vez mais racional, com o preço, à semelhança da tendência dos últimos anos, a assumir o papel principal no processo de decisão de compra.

Na Europa, os principais motivos que influenciam quem afirma que irá gastar menos este Natal são coincidentes com os do ano passado.


Editorial

Os portugueses demonstram, uma vez mais, um nível de resiliência notável

As tendências dos anos anteriores mantêm-se, com uma diminuição do consumo nas categorias não essenciais, como férias e entretenimento, e uma maior fatia do rendimento a ser absorvida pela carga fiscal, energia, alimentação, saúde e educação.

Os portugueses demonstram, uma vez mais, a sua enorme resiliência, continuando disponíveis para cortar, se necessário, em diversas categorias de produtos, como gastos do dia-a-dia (95%), entretenimento (92%), férias (90%), roupa/calçado (87%) etc. De notar que a predisposição dos portugueses em cortar mais nos seus gastos, caso seja necessário, é sempre superior aos seus congéneres europeus, em todas as categorias de produto, com excepção das despesas referentes à habitação.

Cada vez mais acentuada a discrepância entre as intenções de compra e as expectativas de presentesComo já vem sendo hábito, desde 2008, que existe um crescente desfasamento entre as intenções de compra e os presentes desejados. Por exemplo, este ano, o presente mais desejado para 68% dos portugueses é dinheiro. No entanto, apenas 13% tem a intenção de oferecer dinheiro como presente nesta quadra Natalícia. As intenções de compra concentram-se nos livros. O cenário a nível europeu, em média, é muito semelhante ao de Portugal. Enquanto em 2007 havia vários países onde as intenções de compra e os presentes desejados coincidiam, desde o ano de 2008, os países onde as intenções de compra e o desejo de receber coincidem são casos perfeitamente isolados.

Os centros comerciais continuam a ser o canal preferido para a compra de presentes enquanto os hipermercados/supermercados são o canal de excelência para os produtos alimentaresNa Europa, pelo terceiro ano consecutivo que o canal preferido para aquisição dos presentes continua a ser o das cadeias especializadas. Em Portugal, este canal tem relevância para algumas categorias específicas, como os brinquedos e desporto. O canal com maior expressão é o dos centros comerciais (49%).

Para a aquisição de alimentação e bebidas, os hipermercados (83%) e os supermercados (65%) continuam a liderar as opções dos portugueses.


Editorial

Em Portugal, as marcas dos retalhistas e as lojas de desconto continuam a aumentar a sua importância relativaEm Portugal, existe uma pré-disposição acima da média europeia para a compra de marcas dos retalhistas e produtos de baixo custo, em quase todos os canais. As marcas dos fabricantes continuam a perder terreno na intenção de compra relativamente a 2012. O canal online representa um território especialmente positivo para as marcas dos fabricantes.

O canal digital tem vindo a assumir, ao longo dos últimos anos, um papel cada vez mais importante no processo de decisão de compraA importância do canal digital não se resume à concretização da compra, mas sim a todo o processo de pesquisa e comparação, na maioria dos casos, em complementaridade às lojas físicas. Aliás, o modelo de lojas físicas, no futuro, terá de necessariamente vir a ser repensado, uma vez que são os consumidores que confessam já utilizar as lojas físicas como showroom para posteriormente (ou em simultâneo) concretizar a compra online.

Também a compra através de dispositivos móveis tem vindo a aumentar ao longo dos anos. Em 2013, 21% dos portugueses afirmam já ter realizado compras através de um telemóvel ou tablet e, 70% dos inquiridos, afirma que no futuro pensa vir a realizar compras em dispositivos móveis.

Em resumo, estamos a assistir ao que todos esperam ser o início da retoma da economia portuguesa. O desafio para o tecido empresarial é acompanhar os ténues sinais de inversão de expectativas dos consumidores e ter sucesso na implementação de uma agenda focada no crescimento.


Inside the consumer mindset


It’s the first time since 2008 there areoptimistic countries about the current stateof the economy.

• There are three European scenarios: positive perception about their economy in Germany and Denmark; The Netherlands, Poland, Ukraine, Finland, Russia and South Africa, more pessimistic than last year; and the rest of the countries (inc. Portugal) less pessimistic than last year, however still deep in this crisis.

< -40%

-40% to 0%

> or = 0%

A downward trend

An upward trend

How do you rate the current state of the economy?

Index between positive and negative answers


Portuguese morale is still low, but on the rise.

• In 2013, 77% of Portuguese are negative about the economic situation versus 83% from last year. The most positive are the youngest (18-24 years), whereas the oldest generations +45 years, are the most negative.

How do you rate the current state of the economy?

Positive

Negative

Neutral

I don’t know

Portugal

2% 5%

16%

77%

Portugal - Gender

WomenAverage Men

2%

16%

5%

77%

2%

18%

7%

74%

2%

15%

4%

80%

I don't knowPositive NegativeNeutral

2%

16%

5%

77%

Average 25-34 45-5418-24 35-44 55-64

Portugal - Age


5%

24%

11%

61%

2%

22%

4%

72%

2%

15%

3%

80%

1%

11%

3%

84%

0%

9%7%

84%


All countries are less pessimistic about theexpected state of the economy than last yearexcept The Netherlands, Ukraine, Finland and Russia.

• As in 2012, the only country to be optimistic about the future is Denmark.

• In 2011, no country had positive expectations about the future.

< -25%

-25% to 0%

> or = 0%

A downward trend

An upward trend

How do you rate the expected state of the economy?



Portuguese confidence is slowly gainingground.

• Among Portuguese, 59% believe that next year’s situation will be negative. In 2012, this number was 73%.

• In Portugal, senior class is the most pessimistic (45 to 54-year-old and 55 to 64-year-old) about the expected state of the economy, when compared to younger generations. Women are clearly more negative than men, 61% compared to 56%.

How do you rate the expected state of the economy?

Portugal

8% 13%

20%

59%

Positive

Negative

Neutral

I don’t know

8%

20%

13%

59%

Average 25-34 45-5418-24 35-44 55-64

Portugal - Age

Portugal - Gender


9%

27%

21%

43%

8%

25%

15%

52%

11%

18%

11%

60%

8%13%

8%

70%

4%

19%

8%

69%

WomenAverage Men


20%

13%8%

59%

20%16%

8%

56%

20%

9% 9%

61%


How do you rate the current/expected state of the economy?

Europeans are less pessimisticregarding their expected state of the economy.

• In Europe there was an improvement to 40% of the negative index compared to 55% of the negative index of 2012.

• The expected state of economy seems to be stabilizing against the expectations and compared to the previous years.

• With the exception of Germany, all countries expect an improvement of their economy.

• In Portugal there is a significant improvement from a 71% negative index to 46% about the future.

-40%

-24%

-44%

-19%

-52%

-71%

-56%

-77% -78%

-8%

-33%-26%

-47%

-20%

-45% -48%

-22%

1%2%

-40%-46%

-27%

-47%-55%

-4%

-26%

-9%

-39%

-4%

-29% -26% -26%

-16%

-40%

-9%

-19%

18%

-5%

Current state Expected state

Euro

pe

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Portu

gal

The N

etherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca

EuropeIndex based on the sum of positive and negative answers

20092008 2010 2011 2012 2013

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

Current state Expected state

Europe

-55%

25%

-48%

-67% -65% -46%

-91%

-45%-70%

-84% -78% -71%


The most pessimistic countries, are lesspessimistic than last year except France andThe Netherlands.

• Conversely, the most optimistic countries are more pessimistic than last year except for Belgium and Denmark.

< -25%

-25% to 0%

> or = 0%

A downward trend

An upward trend

How would you describe your spending power compared to last year?




The trend is slightly more pessimistic.

• Since 2009, all countries have the feeling that their spending power decreases each year except Ukraine and Russia.

• Europeans are on average slightly more pessimistic than last year on their current purchasing power. The only ones that show an improvement are the Irish, Portuguese, Spanish, Italian, Greek, Belgian and Danish.

• The percentage of Europeans finding that purchasing power has decreased the same as last year.

• Ireland, Portugal and Greece, IMF assisted countries, show an improvement compared to 2012.

Euro

pe


Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Sout

h Afri

ca

-20%

-60%

0%

20%

-40%

-80%

-100%

2009 2010 2011 2012 2013

40%

60%

-24%-32% -26%

-46%-37%

-51%-61%

-19%-8%

-13% -17%

-38%

-12% -13% -18% -20%

11%0%

-7%

2008 2009 2010 2011 2012 2013

Current spending power Expected spending power

-72%

-36%-31%

-13%

-42% -44%

-14%

-52%

-46%

-60%

15%

-33%

Europe


In Portugal the trend is slightly more optimistic.

• There is a decrease from 68% (in 2012) to 57% (in 2013) of Portuguese respondents who claim to have lost spending power, however the pessimism generally remains.

• In Portugal the seniors + 55 year are by far the most pessimistic.


Portugal

11%

32%

57%

I have more to spend

I have the same amount to spend

I have less to spend

Portugal - Gender

WomenAverage Men

32%

11%

57%

36%

13%

52%

28%

9%

63%

I have more to spend I have less to spendI have the same amount to spend

11%

57%

Average 25-34 45-5418-24 35-44 55-64

I have more to spend I have less to spendI have the same amount to spend

32%

18%

45%

37%

12%

47%41%

9%

59%

32%

6%

65%

29%

11%

70%

19%

Portugal - Age


Most of the countries are more optimisticthan last year about their expected spendingpower except for Finland, Russia, theNetherlands, Switzerland and France.

< -25%

-25% to 0%

> or = 0%

A downward trend

An upward trend

How do you think your spending power will develop in 2014?




Euro

pe


Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Sout

h Afri

ca

-20%

-60%

0%

20%

-40%

-80%

-100%

2009 2010 2011 2012 2013

40%

60%

Europeans are still concerned about their purchasing power for 2014.

• For the first time since 2010, Europeans’ expected spending power index is above -10%.

• Europeans are on average less pessimistic than last year on their future purchasing power. The only ones being more pessimistic are French, Swiss, Dutch and Russian. Note that Russians have anyhow a positive index of 11%.

-9%

4%

-33%

-14% -13%

-39% -34%

-2% -5%-13%

-8%

-33%

14%3% 0%

-4%

26%11%

38%


Portuguese are less pessimist about theirspending power for 2014.

• Among Portuguese respondents, 35% say they will have lower spending power in 2014 versus 55% last year. There are also 20% that claim they will improve their spending power compared to only 11% of last year.

• In 2012, Portuguese were more pessimistic regarding spending power.


Portugal Portugal - Age

14%

20%

35% 31%

Stay the same

I don’t know

Improve

Deteriorate

I don't knowImprove DeteriorateStay the same

Portugal - Gender

WomenAverage Men

31%

20%14%

35%29%

22%

9%

40%

32%

19% 20%

29%

14%

31%

20%

35%

Average 25-34 45-5418-24 35-44 55-64

I don't knowImprove DeteriorateStay the same

14%

37%

26%22%

13%

31%29% 27%

15%

28%

20%

38%

14%

23%

14%

48%

16%

36%

11%

37%


Holiday budget


How do you intend to spend your budget for the holiday season?

0% to 3%

Finland (692€) 1,3%

Denmark (634€) 1,1%

Spain (567€) 1,0%

Czech Republic (430€) 0,8%

Belgium (503€) 0,6%

The Netherlands (286€) 0,3%

Luxembourg (825€) 0,2%

0% to -3%

France (531€) -0,9%

Ireland (894€) -1,7%

Portugal (393€) -2,3%

Italy (477€) -2,4%

3% to …

Ukraine (374€) 17,4%

Russia (442€) 13,1%

Germany (399€) 6,7%

Poland (268€) 5,4%

Switzerland (656€) 3,0%

-3% to …

Greece (451€) -12,8%


Holiday spending budget

Christmas budget seems to be stabilizingagainst the expectations when compared toactual spending last year.

• Consumers in twelve countries expect to spend more this Christmas season, whereas only five countries, all of Southern Europe except for Spain, expect to spend less, namely: Ireland, Portugal, Greece, Italy and France.

2013

Giftsvariation

Food & Drinks variation

Socialising variation Total

TotalGifts

(euros)

Total Food & Drinks (euros)

TotalSocialising

(euros)

TotalSpending

(euros)

Ireland -2,2% -1,8% 0,0% -1,7% 485 259 151 894

France -2,7% 2,0% 0,2% -0,9% 302 175 54 531

Portugal -1,8% -1,3% -6,5% -2,3% 195 144 55 393

Spain 1,3% -0,2% 2,8% 1,0% 264 212 91 567

Italy -5,0% 0,0% 0,9% -2,4% 239 166 72 477

Greece -15,6% -10,7% -11,6% -12,8% 165 190 96 451

Switzerland 2,8% 2,7% 4,4% 3,0% 336 219 100 656

Germany 6,5% 6,1% 8,5% 6,7% 242 107 50 399

Luxembourg 1,2% 0,4% -4,7% 0,2% 445 291 89 825

Belgium 3,5% -4,1% 3,5% 0,6% 258 185 60 503

The Netherlands 0,6% -0,7% 2,1% 0,3% 134 114 38 286

Denmark -0,3% -0,6% 14,8% 1,1% 378 185 71 634

Finland -1,5% 0,9% 15,7% 1,3% 346 256 90 692

Poland 6,1% 4,4% 7,1% 5,4% 117 122 28 268

Czech Republic -0,7% -2,6% 27,5% 0,8% 253 136 41 430

Europe 0,1% 1,0% 2,5% 0,7% 236 154 60 450

Ukraine 20,9% 12,7% 20,1% 17,4% 167 150 57 374

Russia 16,7% 7,7% 17,6% 13,1% 198 174 71 442

South Africa 7,2% 3,7% 9,0% 6,3% 186 163 102 451


The fear of economic downturn and thedecrease of revenues are lower than in thepast:

• In Europe, although the main reason for spending less is the negative expectations about the economic future, the fear of economic downturn and the decrease of revenues are lower than last year.

• In Portugal, for 61% of the respondents, the first reason to spend less is the revenues decrease after tax.

• In Portugal, 39% of respondents claim they will decrease spending due to having lost their job or being afraid of losing it, in the future.

What are the reasons driving your decision to spend less during year-end festivities?

The economic downturn continues and I believe

it will get worse

Other reason

I am in debt

My revenues after tax have decreased*

61%50%

47%

16%16%

23%

17%

19%

15%

48%40%

Europe

I’d rather save money because I’m afraid of

losing my job

20%

15%15%

I have to save money because I lost my job

15%

13%10%

I’d rather save money because I’m afraid of

losing my job

I have to save money because I lost my job

30%19%

12%

14%

24%

7%

Portugal

I am in debt18%

13%9%

Other reason3%

8%5%

The economic downturn continues and I believe

it will get worse

77%65%

51%

My revenues after tax have decreased* 65%

61%

2011 2012 2013

* New proposition


Europeans want to forget about the crisisand enjoy the season.

• 45% of Europeans claim that they want to enjoy themselves to forget about the crisis as the main reason for spending more, following the same pattern as in 2012.

• In Portugal, promotions are the main driver to spend more for 43% of the respondents. Wanting to enjoy themselves and forget the crisis is the top reason for 40% of the Portuguese.

What are the reasons driving your decision to spend more during year-end festivities?

Promotions

My revenues after tax have increased

Services and recommendations from retailers may convince me

to spend more money

I want to enjoy, and avoid thinking about the bad economic

situation too much

33%43%

29%

43%24%

9%

22%

29%

12%

33%40%

Portugal

There are many innovations that make me spend more money

17%

16%16%

Other reason26%

15%18%

The economic situation is more secure

21%

13%10%

The credit terms offered by the retailers are good

3%

3%5%

Consumer reviews and ratings will convince me to spend more

money 1%4%

45%

8%

2011 2012 2013

I want to enjoy, and avoid thinking about the bad economic

situation too much

My revenues after tax have increased

There are many innovations that make me spend more money

Promotions

43%45%

30%

42%33%

21%

18%

27%

20%

27%35%

Europe

Other reason21%

18%21%

The economic situation is more secure

7%

15%12%

Services and recommendations from retailers may convince me

to spend more money 14%10%

Consumer reviews and ratings will convince me to spend more

money

8%

7%7%

The credit terms offered by the retailers are good

7%

7%6%

39%

8%


In Europe, children’s Christmas should notsuffer from crisis:

• 37% of holiday budget is allocated to children.

• In countries forced to cut Christmas budget, the share of children in total gift budget increased.

• In compensation, share of budget for family and friend adults decrease in 14 countries and for the partner in 15 countries.

In your household, what will be the total holiday budget for gifts for the following people and the number of gifts for each, for year-end festivities 2013?

Portugal – Split of holiday budget

23%

2%

20%

11%

18%

26%

Yourself

Your partner

Your children

Other children

Other adults

Charity donationsIncrease in children share Budget variation 2012/2013

Euro

pe

German

ySp

ain

Denmark

Franc

e

Belgi

um

Greece

Polan

d

Ukraine

Irelan

d

Luxe

mbour

gIta

ly

Finlan

d

Portu

gal

The N

etherl

ands

Switz

erlan

d

Czech

Repu

blic

Russi

a

Sout

h Afri

ca

15%

10%

5%

0%

-5%

-10%

-15%

-2% -2% -2% -2%-6% -6%-7%

-11%-15%

-8%-10%

3%6%

3% 3%

10% 11%11%

2%

9%

1% 1% 1% 1%

-1%-3% -3% -3%-4% -4%

5% 5%

-5%-1% -1%

EuropeIndex based on budget variation for 2012/2013 per individual


European consumers consider year endfestivities as a way to support childrenfinancially.

• France, Poland and Greece in Europe, as well as Russia and Ukraine stand out with more than 35% of respondants considering Christmas as a way to financially help their children.

• On the other hand, Portuguese consumers have one of the highest percentage of respondents (53%), only behind The Netherlands, that do not consider year end festivities as a way to financially support children.

To what extent do you consider year end festivities as a way to help/support your children financially by offering them more expensive gifts or cash?

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Sout

h Afri

ca

20%

10%

0%

40%

30%

60%

50%

Yes No No opinion

31%

40%

28% 28%

38%32%

31%34%

39%

27%22%

50%

28%

35% 35%

29%

22%25%

28% 28%

35%36%

27%

44%41% 41% 41%

47%

30%29% 29% 29%

54%51%

46%

25%21% 22%

27%26% 28%30% 30% 30% 30%

30%

22%

54%

24% 24%

39%

53%

20%

53%

26%25%

47%

Europe


When choosing to buy a toy, in Europe theeducative criteria is the first by far but theincreasing trend is in favour ofinnovation (13% in 2012 vs 16% in 2013).

• The innovative criteria is the only one showing a positive trend (+4% in 2 years) while the traditional criteria has lost its 2012 advance and the green remains stable.

• Women are more sensitive to educative criteria (61% vs 54%) whereas men favour all other criteria.

• As last year, Portuguese keep preferring educational toys in comparison to Europeans (70% vs 53%). Contrary to 2012, innovative toys are decreasing and traditional toys are still increasing.

For your selected toys, which criteria do you favour?

Educative

Green

Innovative

Traditional

76%67%

70%

10%

7%7%

7%

7%

4%

11%

15%19%

Portugal

2011

2012

2013

58%66%

43%

62%53%

45%62% 65% 60%62%

50% 56%68%

37%

62%52% 55%

70% 71%

8% 11%

23%

9%11%12%7% 6%

8%12%

14%

10% 6%

18%13%

30%

10%

19% 21% 10%22% 9%24%

28%

21% 15%23% 21%

19%7% 19% 13%

16% 16% 14%23%

14% 8% 13% 14% 27%23% 16%

7%16% 11% 14% 14%

21%13% 17%

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Sout

h Afri

ca

2%

4%5% 5% 5%

4%

Educative GreenTraditional Innovative

Europe


Most desired and most popular holiday gifts


As in 2012, cash is by far the most desiredpresent across Europe.

• Out of 18 countries, only 3, Ireland, Luxembourg and South Africa, do not place cash as the first choice.

• In Portugal, for 6 out of 10 respondents, cash is the ideal present. Smartphones are also becoming popular among Portuguese, with 38% of respondents wishing to receive it.

What types of presents would you most like to receive?

Top 10 Portugal 2013 2012 2011

Money (cash) 1st 61% 1st 58% 2nd 57%

Books 2nd 51% 2nd 51% 1st 57%

Clothes/shoes 3rd 50% 3rd 44% 4th 46%

Travel 4th 45% 4th 43% 3rd 47%

Tablets 5th 40% 5th 37% N.A. N.A.

Smartphone 6th 38% 9th 33% N.A. N.A.

Cosmetics/Perfumes 7th 38% 8th 33% 5th 39%

Jewellery/watch 8th 36% 6th 37% 6th 33%

Laptop/PC Computer 9th 34% 7th 36% N.A. N.A.

Tickets 10th 29% 15th 25% 9th 30 %

First choice 2013 2012 2011

Ireland Books Books Books

France Money (cash) Money (cash) Money (cash)

Portugal Money (cash) Money (cash) Books

Spain Money (cash) Money (cash) Books

Italy Money (cash) Money (cash) Books

Greece Money (cash) Money (cash) Books

Switzerland Money (cash) Money (cash) Books

Germany Money (cash) Money (cash) Books

Luxembourg Books Money (cash) Books

Belgium Money (cash) Money (cash) Money (cash)

The Netherlands Money (cash) Books Books

Denmark Money (cash) Money (cash) N.A.

Finland Money (cash) Money (cash) Books

Poland Money (cash) Books Books

Czech Republic Money (cash) Money (cash) Books

Ukraine Money (cash) Money (cash) Money (cash)

Russia Money (cash) Money (cash) Money (cash)

South Africa Chocolates Money (cash) Money (cash)


First choice 2013 2012 2011

Ireland Books Books Cosmetics/Perfumes

France Books Books Chocolates

Portugal Books Books Cosmetics/Perfumes

Spain Clothes/shoes Clothes/shoes Cosmetics/Perfumes

Italy Books Books Cosmetics/Perfumes

Greece Books Books Cosmetics/Perfumes

Switzerland Books Books Cosmetics/Perfumes

Germany Books Books Cosmetics/Perfumes

Luxembourg Books Books Cosmetics/Perfumes

Belgium Gift vouchers Gift vouchers Cosmetics/Perfumes

The Netherlands Books Books Cosmetics/Perfumes

Denmark Books Books Cosmetics/Perfumes

Finland Books Books Chocolates

Poland Cosmetics/Perfumes Books Cosmetics/Perfumes

Czech Republic Cosmetics/Perfumes Books Cosmetics/Perfumes

Ukraine Chocolates Cosmetics/Perfumes Cosmetics/Perfumes

Russia Cosmetics/Perfumes Cosmetics/Perfumes Cosmetics/Perfumes

South Africa Chocolates Chocolates Cosmetics/Perfumes

Also as in 2012, books are ranked as themost preferred gift across Europe.

• Books confirm its position as the most preferred gift, ranking as the number one choice in 11 countries.

• In Portugal, 50% of respondents prefer offering books, however clothes/shoes and chocolates are also popular gifts. Cosmetics/Perfumes increase popularity but are distant from the 55% of 2011, when it was ranked as the first choice for gifting.

Which of the following types of presents do you think you will buy for your friends and family this year(apart from children and teenagers)?

Top 10 Portugal 2013 2012 2011

Books 1st 50% 1st 48% 4th 37%

Clothes/shoes 2nd 44% 2nd 36% 3rd 40%

Chocolates 3rd 33% 3rd 31% 2nd 45%

Cosmetics/Perfumes 4th 31% 4th 25% 1st 55%

Accessories (bags) 5th 21% 5th 19% 8th 23%

CD 6th 18% 7th 18% 7th 25%

Jewellery/watch 7th 17% 12th 14% 9th 23%

Beauty care, massage, spa treatment 8th 16% 6th 18% 5th 34%

Food & Drink 9th 15% 9th 16% 6th 33%

Money (cash) 10th 13% 8th 17% 10th 21%


Changing times, changing habits.

• In 2007, before the beginning of the financial crisis, there was a high level of match between most desired presents and preferred gifts, whereas in 2013 there is almost a perfect mismatch between desired presents and preferred gifts. Nowadays, most Europeans wish for money but prefer to offer books.

Top gift purchased and wished for 2013 vs 2007

2013

Top 10 1st wish 1st buy

Ireland Books Books

France Money Books

Portugal Money Books

Spain Money Clothes/shoes

Italy Money Books

Greece Money Books

Switzerland Money Books

Germany Money Books

Luxembourg Books Books

Belgium Money Gift vouchers

The Netherlands Money BooksDenmark Money Books

Finland Money Books

Poland Money Cosmetics/perfumes

Czech Republic Money Cosmetics/perfumes

Ukraine Money Chocolates

Russia Money Cosmetics/perfumes

South Africa Chocolates Chocolates

2007

Top 10 1st wish 1st buy

Ireland Books Books

France Cash Books

Portugal Clothes Books

Spain Clothes Clothes

Italy Books Books

Greece Clothes Books

Switzerland Books Gift vouchers

Germany Cash Books

Luxembourg N.A. N.A.

Belgium Gift vouchers Gift vouchers

The Netherlands Books BooksDenmark N.A. N.A.

Finland N.A. N.A.

Poland N.A. N.A.

Czech Republic Books Cosmetics

Ukraine N.A. N.A.

Russia Cash Cosmetics

South Africa Clothes Music


Purchasing strategies


Thinking about what you spend your money on now versus a year ago, are you spending less, the same or more on the following:

35% 32%

23%

18%

15%

31%

22%

16%

14%

24%

18%

16%

13%

48%

52%

45%

58%

54%

43%

39%

50%

56%

45%

42%

42%

12%

14%

27%

14%

17%

22%

28%

38%

22%

36%

40%

38%

20%

17%

25%

23%

43%

24%

42%

35%

55%

59%

62%

60%

17%

8%

15%

37%

51%

36%

51%

34%

58%

43%

48%

33%

27%

28%

29%

29%

22%

13%

10%

10%

24%

20%

12%

10%

Taxes Taxes

Health Housing

Digital/electronic spending Digital/electronic spending

Holidays Clothing/footwear

Education Day to day spending

Housing Education

Clothing/footwear Financial services

Entertainment/leisure Irregular spending

Essentials such as groceries and energy bills


Day to day spending Health

Financial services Holidays

Irregular spending Entertainment/leisure

2%

5%

6%

6%

7%

7%

3%

3%

2%

5%

5%

5%

7%

7%

7%

7%

6%

7%

3%

3%

3%

4%

4%

Portugal Europe

More LessAbout the same I don’t know

Tax and essentials product categories are themost absorbing in Europeans’ budgets.

• As in 2012 and 2011, European consumers continue to focus their budget on primary needs categories.

• In Europe, day-to-day spending, housing and health complete the Top 5 product categories which are increasingly absorbing budget resources.

• In Portugal, spending volatility is much higher than in Europe being holidays, entertainment and irregular spending the categories in which consumers significantly decrease this year their spending budget.


In the future, if needed, which of the following areas would you be prepared to cut back spending on?

Irregular spending Irregular spending

Clothing/footwear Holidays

Financial services Taxes

Health Housing

Holidays Digital/ electronic spending

Day to day spending Day to day spending

Taxes Education

Housing Health

Entertainment/leisure Entertainment/leisure

Digital/ electronic spending Clothing/footwear

Education Financial services



Portugal Europe

Not prepared to cut back on Prepared to cut back on

-5%

-8%

-10%

-13%

-14%

-21%

-27%

-55%

-56%

-60%

-60%

-61% -67%

-60%

-59%

-54%

-43%

-42%

-33%

-28%

-28%

-26%

-21%

-15%95% 85%

79%

74%

72%

72%

67%

58%

57%

46%

41%

40%

33%

92%

90%

87%

86%

79%

73%

45%

44%

40%

40%

39%

Spending priorities are significantlycorrelated with the economic crisis.

• As in previous years, the categories in which Europeans are willing to cut back spending the most are irregular spending, entertainment, leisure, digital/electronic and holidays.

• Consumers in Portugal follow the same pattern as average europeans, although their willingness to cut back spending is significantly higher in most categories. This is specially true for holidays and entertainment.


Thinking about your actual spend behavior compared to a year ago, are you doing less, the same or more of the following?Consumers are increasingly becoming smartshoppers and more digital.

• Europeans are buying more items on sale (43%) and doing more online research (44%).

• Consumers, in general, are becoming more professional by increasingly managing Christmas budget and loyalty points programmes.

• In Portugal, 56% of the population claim they are doing more online research and 57% are buying more items “on sale” compared to last year.

• More than 50% of the Portuguese consumers are using less retail credit, consumer or family loans. The same pattern is observed in Europe however with significantly lower values.

57% 44% 34% 11%10%

34% 23% 54% 12% 10%

9% 15% 44% 22% 20%

27% 40% 29%

56% 43% 40% 8% 9%

14% 19% 46% 24% 11%

29% 40% 27%

36% 24% 45% 14% 17%

14% 16% 55% 21% 8%

30% 39% 27%

28%

24%

43%

35%

42%

34%

35%

23%

19%

23%

9%

10%

13%

16%

27%

41%

47%

53%

56%

53%

10%

8%

15%

17%

12%

9%

20%

22%

22%

Buy more items “on sale” Online research

Using loyalty points Manage your Christmas spending by preparing a budget

Paying with debit card or in cash Using gift cards

Using loans from family Using specialised consumer credit loans proposed by financial firms

Manage your Christmas spending by preparing a budget Using loyalty points

Saving money Paying with debit card or in cash

Using specialised consumer credit loans proposed by financial firms Credit by retailer

Online research Buy more items “on sale”

Using gift cards Saving money

Credit by retailer Using loans from family

6%

3%

3%

4% 4%

4%

4%

Portugal Europe

More LessAbout the same I don’t know


Regarding your year-end festivities shopping, how will you change your purchasing behaviour compared to last year?European and Portuguese consumers arebecoming increasingly thrifty.

• As last year, Europeans as well as the Portuguese will prioritize their budget on useful gifts and products on sale.

• The two biggest differences with 2012 are that European consumers in a large majority will not offer gifts without taking into account the price (39%) and will not buy on impulse (42%).

• Price is going to be taken more into consideration for 70% of the Portuguese and 69% will buy less on impulse.

I will buy products and gifts that are on sale

I will shop at less expensive stores

I will buy less expensive gifts

I will offer gifts without taking into account the price

I will buy discount and retailers’ private label products, and few branded products

I will buy for fewer people

I will buy on impulse

I will focus on useful gifts

I intend to give group gifts

I will buy second-hand products as gifts

Portugal

-70%

-69%

-50%

-30%

-28%

-25%

4%

6%

15%

21% I will buy products and gifts that are on sale

I will shop at less expensive stores

I will buy less expensive gifts

I will offer gifts without taking into account the price

I will buy discount and retailers’ private label products, and few branded products

I will buy for fewer people

I will buy on impulse

I will focus on useful gifts

I intend to give group gifts

I will buy second-hand products as gifts

Europe

-39%

-42%

-36%

-7%

-20%

-4%

2%

16%

16%

0%


Preference for loyalty/reward programs

Ireland Immediate discounts (cash off)

France Immediate discounts (cash off)

Portugal Immediate discounts (cash off)

Spain Immediate discounts (cash off)

Italy Immediate discounts (cash off)

Greece Immediate discounts (cash off)

Switzerland Immediate discounts (cash off)

Germany Earning points offering gifts

Luxembourg Immediate discounts (cash off)

Belgium Immediate discounts (cash off)

The Netherlands Immediate discounts (cash off)

Denmark Immediate discounts (cash off)

Finland Immediate discounts (cash off)

Poland Immediate discounts (cash off)

Czech Republic Immediate discounts (cash off)

Ukraine Immediate discounts (cash off)

Russia Immediate discounts (cash off)

South Africa Immediate discounts (cash off)


For each type of loyalty/reward programs, could you rank them by preference?

Immediate discounts (cash off)

Immediate discounts (cash off)

Earning points offering vouchers to spend in the store

Earning points offering vouchers to spend in several retailers

Other

Other

Earning points offering vouchers to spend in the store and in the e-commerce site of the retailer

Earning points offering gifts

Earning points offering gifts

Earning points offering vouchers to spend in the store and in the e-commerce site of the retailer

Earning points offering vouchers to spend in several retailers

Earning points offering vouchers to spend in the store

Future discount (cash off)

Future discount (cash off)

Europe

Portugal

13%

9%

11%

7%

10%

10%

8%

1%

7%

6%

5%

47%

66%

0%

As last year, immediate cash discountsmerge as the first choice for both Europeanand Portuguese.

• In Portugal, immediate cash discounts are preferred by 2 out of 3 respondents, which has increased significantly from 31% of preferences in 2012. This is a strong indicator of increasingly prince sensitiveness and short-term benefits preference.


When do you expect to purchase the majority of your gifts for this year?

Before Nov 16-24 Dec1-15 Dec Jan and afterNov 25-31 Dec

13% 17%38% 1%29% 2%

More than 55% of the European purchasetheir gifts between december 1st and 24th.

• Most European countries are antecipating Christmas shopping in order to better manage spending.

• Germans are the only ones who do their Christmas shopping earlier. Portuguese have a higher planning level than average Europeans when doing Christmas shopping.

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Sout

h Afri

ca

40%

60%

20%

50%

70%

22%

32%

42%39%

20%

11%11% 9%

17%17%18%18%

41% 41%

31% 34%

48%48%

40%40%

30%30%

59%

51%

28%

40%

29%

25%24%

37%

17%

38%42%

15%

34%

47%47%

17%

32%

23%

33%36%

21%

4%

15%

28%27%26%26%

23%

48%

28%

37%35% 37%

57%

30%

10%

0%

2013 Before November 30th 2013 From 1st to Dec 15th 2013 From Dec 15th to 24th

21%

Europe

Portugal


For the following propositions, to what extent do you agree with them?

I do not buy products involving child labour

I do not buy products involving child labour

Sustainable development is an excuse to raise prices

Sustainable development is an excuse to raise prices

I avoid buying products with a substantial carbon impact on the

planet

I avoid buying products with a substantial carbon impact on the

planet

I am mainly concerned about paying the lowest possible price regardless

of the product’s origin

I am mainly concerned about paying the lowest possible price regardless

of the product’s origin

I do not buy products manufactured with bad working conditions in

developping countries*

I do not buy products manufactured with bad working conditions in

developping countries*

I will mostly buy products made either in my region or in my country

I will mostly buy products made either in my region or in my country

I avoid buying products which do not respect the environment*

I avoid buying products which do not respect the environment*

Information provided on the packaging is appropriate*

Information provided on the packaging is appropriate*

82%

78%

65%

79%

44%

77%

69%

73%

51%

77% 68%

58%

52%

57%

57%

45%

67%

51%

65%

62%

70%

70%

48%

68%

67%

Portugal Europe

2011 2012 2013

Most Europeans are sensitive to socialissues, specially childlabor.

• Supporting local production and preserving the environment are also important for Portuguese, even if sustainable development is considered, for half of Europeans, to be an excuse to rise prices.

• Carbon footprint is also considered to be important for Europeans, however lost ground in Europe as well as in Portugal.

* New proposition


Cross-channel


Cross-channel strategy is a must to satisfycurrent consumer shopping expectations.

• In Europe, doing Christmas shopping online is already an habit for 30% of the respondents.

• In Portugal, cross-channel plays a major role specially on search and comparison stages, with almost 50% of respondents using both online and physical stores for comparison purposes.

Diferences in the buying process

SearchingSearching

ComparingComparing

BuyingBuying

OnlineOnline OfflineOffline

29%18%

26%14%

32%17%

36%40%

31%38%

68%83%

43%48%

----

Portugal Europe

BothBoth

35%42%


Where are you getting ideas and advice on the gifts categories below?

Cross-channel dynamics continue to gainground for ideas and advice on gifts.

• In most categories, except for food and drinks, 3 out 4 respondents claim they use websites only or website and stores as the way to get ideas and advice on gifting.

• Portugal follows the same pattern as Europe, however with stores assuming a stronger role in cross-channel search-mix when compared to Europe.

8% 52% 40%

10% 47% 43%

28% 25% 47%

25% 52%

9% 53% 39%

68% 26%

28% 28% 43%

31%

22% 31% 48%

15% 51% 34%

23%

11% 45% 44%

13% 43% 43%

34% 27% 39%

27% 43%

20% 40% 40%

Toys

Sports

Food & drinks

Video games

High tech

Books

Fashion

Box & cards

Green tech

Music

Leisure

Home gifts

Health & beauty

Movies (DVD/Blu Ray)

6%

Portugal

16% 43% 41%

17%

41% 25% 34%

16% 44% 40%

44% 38%

44% 31%

72% 19%9%

44%

46%

28% 26% 45%

24%

39% 22% 39%

22% 34%

22% 33%

23% 32%

21% 41% 38%

21% 45% 35%

45%

34% 32% 34%

Toys

Sports

Food & drinks

Video games

High tech

Books

Fashion

Box & cards

Green tech

Music

Leisure

Home gifts

Health & beauty


Europe

Website Website and storesStores


Differences in searching and comparing process per product category

47%

31%

50%

42%

47%

46%

65%

44%

25%

26%

22%

23%

28%

32%

47%

55%

43%

47%

45%

41%

29%

44%

53%

55%

56%

52%

51%

51%

8%

22%

7%

22%

21%

14%

14%

19%

10%

11%

25%

16%

Toys

Sports

Food & drinks

Video games

High tech

Books

Fashion

Box & cards

Green tech

Music

Leisure

Home gifts

Health & beauty


6%

6%

Portugal

17% 37% 47%

17%

34%

16% 39%

35%

38%

38%

67%

39%

23%

17%

18%

19%

21%

25%

45%

44%

45%

39%

23%

41%

43%

50%

45%

43%

42%

45%

10%

37%

38%

26% 24% 50%

23%

32%

20%

19%

39%

30%

Toys

Sports

Food & drinks

Video games

High tech

Books

Fashion

Box & cards

Green tech

Music

Leisure

Home gifts

Health & beauty


Europe

Online already plays a major role forsearching and comparing gifts.

• These are significant differences across categories, however online plays a major role in the shopping process up to closing the deal. This is specially relevant for online high penetration categories.

Website Website and storesStores


What will be your second choice for searching and comparing?

Ireland Stores

France Website

Portugal Stores

Spain Stores

Italy Stores

Greece Stores

Switzerland Stores

Germany Website

Luxembourg Stores

Belgium Stores

The Netherlands Website

Denmark Website

Finland Website

Poland Website

Czech Republic Website

Ukraine Website

Russia Stores

South Africa Stores


Diferences in the buying process

Age matters, when choosing the channel-mixfor searching, comparison and shopping.

• Pure online is the most preferred channel for younger generation (18-24 years), whereas seniors still prefer to buy offline. In between there are the, 25-44 years, which prefer using both channels simultaneously.

Online and stores Stores OnlineOnline Online and stores Stores

Portugal

45-5418-24 35-4425-34 55-64

Stores

15%19%

26%

15%

Online

Searching Comparing Buying

18%

40%36%

39% 37%

50%45%45%

35%

48%

32%

11%13%

22%

10%

18%

40%

32%38% 36%

45%49%

55%

40%

54%

37%

14%

22%16% 16% 18%

86%

78%84% 84% 82%


Where would you actually buy the specific gifts below?

Online shopping is gaining ground forEuropean and Portuguese consumers in alarge majority of gifts categories.

• In Europe, although a significant percentage of consumers still prefer to close the deal in-store, in several categories, more than 50% of consumers already prefer pure online/mobile or ordering online from physical stores.

• Portugal follows the same pattern as Europe although with stores assuming a more important role.

86% 64% 10% 22%6%

6%

6%

7%

11%

11%

21%

21%

21%

19%

20%

20%

18%

12%

7%

10%

10%

10%

11%

12%

12%

6%

8%

9% 21%

6%

81% 65%

65% 49%

81% 65% 10% 20%

23%

26%

20%

92% 86%

67% 41%

67% 42%

68% 51% 13% 32%

66% 59% 11%

7%

9% 20%

14% 31%

14% 35%

14% 41%

13% 44%

10% 32%

14% 41%

71% 47%

80% 62% 12%

11%

76% 67%

67% 40%

73% 55%

Toys Toys

Sports Sports

Food & drinks Food & drinks

Video games Video games

High tech High tech

Books Books

Fashion Fashion

Box & cards Box & cards

Green tech Green tech

Music Music

Leisure Leisure

Home gifts Home gifts

Health & beauty Health & beauty

Movies (DVD/Blu Ray) Movies (DVD/Blu Ray)

5%

3% 5%

3% 3%

3%

3%

4%

Portugal Europe

Physical stores

Online Mobile commerce Mail order catalogues

Ordering online in/from a physical store


To what extent do you use physical stores as showroom, visit a physical store to see and compare the products (price) and then buy them via internet?Physical stores’ role is evolving, at least, forconsumers.

• More than 50% of respondents claim that to a certain extent they use, for a specific category, the store as a showroom. This incoming trend will necessarily push stores to rethink this business model.

1 - Never

4

3

2

5 - Always

Portugal

32%

16%

31%

13%

8%

1 - Never

4

3

2

5 - Always

Europe

27%

20%

34%

13%

7%


When shopping, what are the top three most important attributes of a retailer?

Price rules.

• Low price is the most important attribute for a retailer. 70% of Portuguese and 59% of Europeans admit that when shopping they look for the lowest price offers. Convenience and large assortment come next with a significant distance.

It offers the lowest prices

I can get exceptional service

Its loyalty program gives me rewards i value

It has a very large selection of products

It carries the brands i like most

Its stores are convenient for shopping

It sends me offers and promoions that are personalized and relevant to what i buy

It provides an omnichannel shopping experience

Portugal

70%

46%

43%

28%

32%

27%

31%

7%

It offers the lowest prices

I can get exceptional service

Its loyalty program gives me rewards i value

It has a very large selection of products

It carries the brands i like most

Its stores are convenient for shopping

It sends me offers and promoions that are personalized and relevant to what i buy

It provides an omnichannel shopping experience

Europe

59%

42%

47%

28%

33%

21%

18%

14%


Which channel responds most adequately to your following shopping needs?

E-commerce seduces Europeans.

• It allows easy comparison of consumers opinion, prices and products characteristics.

• E-commerce is increasingly considered as more convenient: home delivery; shopping when you want; easily find what you want.

• For Portugal, the top 5 advantages for e-commerce are the same as in 2012, however “Price level” has increased its importance in e-commerce.

E-commerce 2013 2012

Possibility to know the consumers opinion on products

1st 68% 1st 67%

Prices can be compared easily 2nd 67% 2nd 62%

Shopping when I want 3rd 63% 4th 63%

Home delivery 4th 63% 3rd 56%

Products can be compared easily 5th 62% 10th 53%

Price level 6th 60% 5th 57%

It’s easy to search for and choose what I need 7th 59% 7th 58%

Broad assortment 8th 58% 8th 57%

Shopping costs little time 9th 57% 6th 54%

Information on availability of products (in stock)

10th 55% 9th 51%

Stores 2013 2012

Possibility to easily exchange or to return products

1st 79% 1st 83%

After sale services repair 2nd 78% 4th 80%

Safety in respect of payment 3rd 76% 3rd 80%

Competent and professional advice 4th 75% 2nd 76%

Protection of my personal datas 5th 73% - -

Pleasure while shopping (nice experience) 6th 72% 5th 74%

Delivery times of products 7th 58% 7th 58%

Quality of product information 8th 49% 6th 56%

Information on availability of products (in stock)

9th 41% 9th 46%

Shopping costs little time 10th 40% - -

Europe

E-commerce 2013 2012

Possibility to know the consumers opinion on products

1st 64% 1st 60%

Prices can be compared easily 2nd 57% 2nd 51%

Home delivery 3rd 56% 3rd 50%

Price level 4th 49% 5th 45%

Products can be compared easily 5th 47% 10th 40%

Shopping when I want 6th 45% 4th 48%

Broad assortment 7th 44% 8th 42%

Information on availability of products 8th 43% 9th 40%

It’s easy to search for and choose what I need

9th 41% 7th 42%


Stores 2013 2012

Possibility to easily exchange or to return products

1st 91% 1st 89%

After sale services 2nd 89% 4th 87%

Competent and professional advice 3rd 88% 2nd 89%

Safety in respect of payment 4th 87% 3rd 87%

Pleasure while shopping 5th 84% 5th 83%

Protection of my personal datas 6th 80% - -

Delivery times of products 7th 63% 7th 61%

Quality of product information 8th 61% 6th 71%


It’s easy to search for and choose what I need

10th 57% 11th 55%

Portugal

Top ranked store benefits are easly exchange or return products and after sales services.


Which area would you expect retailers to invest in, in order to improve your shopping experience?

Lower prices and customer relationshipadvice is what consumers expect retailers toInvest in.

• In Europe as in Portugal, consumers are very focused on getting the best price and advice from retailers.

• E-commerce increases importance in Europe. In Portugal, there is still a long way to go regarding closing the deal online.

Lower prices

Home delivery

Self scanning check outs

Customer relationship (advice)

9.67.2

6.9

6.3

5.55.9

6.1

5.0

4.8

5.15.15.3

5.2

5.0

5.0

4.7

5.33.6

4.1

3.2

4.4

4.1

3.2

3.33.7

4.3

4.4

2.93.0

6.0

Portugal

Sustainability

Invest more in decoration to improve ambiance

WIFI capabilities in store*

Better gift packaging service

Child care

Mobile commerce

E-commerce (Internet)

Lower prices

Home delivery

E-commerce (Internet)

Customer relationship (advice)

9.1

7.6

6.8

6.06.4

4.6

4.9

4.6

5.9

5.76.3

6.2

5.9

5.2

4.7

4.55.1

5.1

5.6

5.7

4.9

4.7

4.4

3.0

3.3

2.8

3.3

3.3

3.4

3.5

3.5

Europe

Sustainability

Self scanning check outs

Better gift packaging service

Invest more in decoration to improve ambiance

Child care

WIFI capabilities in store*

Mobile commerce

7.9

2011 2012 2013

* New proposition


You stated that you will be going online. Please state for each option mentioned below if you will or will not be using the following items for searching products, for comparing only, or for both.When going online consumers use multiplesources for searching and comparingproducts.

• Online shops, website of brands and search engines gain ground, whereas forums, blogs and social media loose importance (however with almost 50% penetration).

Email newsletters and online leaflets via email*

Online shops (with stores)

Websites of brands/suppliers

Online shops (without stores)

66%

86%

92%

87%

Portugal

Websites with coupons and offers 77%

Search engines91%

Comparison sites 84%

Forums and blogs50%

Social media 43%

Email newsletters and online leaflets via email*

Online shops (with stores)

Websites of brands/suppliers

Online shops (without stores)

82%

92%

88%

83%

Europe

Websites with coupons and offers 84%

Search engines92%

Comparison sites 88%

Forums and blogs55%

Social media 56%

2011 2012 2013

* New proposition


When using social media, consumers prefer searching for information rather than giving advice.

• The top reasons for both searching and giving back advice are related to discounts, coupons, sale information.

• Most consumers search for pricing information but a much lower percentage of respondents is giving opinion/advice about it.

You stated you will be using social media.Below please indicate how you will be using social media by giving your opinion/advice.

I give my opinion/advice about discounts, coupons, sale information

I give my opinion/advice about gift ideas

I give my opinion/advice about prices

I give my opinion/advice on retailer's fan page(s)

I give my opinion/advice by trusted comments, recommendations about products

I give my opinion/advice about product(s) (properties)

Portugal - By giving your opinion/advice

72%

68%

65%

50%

61%

60%

I give my opinion/advice about discounts, coupons, sale information

I give my opinion/advice about gift ideas

I give my opinion/advice about prices

I give my opinion/advice on retailer's fan page(s)

I give my opinion/advice by trusted comments, recommendations about products

I give my opinion/advice about product(s) (properties)

Europe - By giving your opinion/advice

57%

62%

58%

48%

54%

62%

I look for information about discounts, coupons, sale information

I look for trusted comments, recommendations about products

I look for information about gift ideas

I check what gifts family/friends want

I look for information on retailer's fan page(s)

I look for information about prices

I look for information about product(s) (properties)

Portugal - By looking for information

93%

92%

89%

77%

63%

87%

87%

I look for information about discounts, coupons, sale information

I look for trusted comments, recommendations about products

I look for information about gift ideas

I check what gifts family/friends want

I look for information on retailer's fan page(s)

I look for information about prices

I look for information about product(s) (properties)

Europe - By looking for information

80%

83%

78%

71%

68%

81%

82%


Where do consumers plan to do their holiday shopping?


For the gifts you intend to buy in stores, where do you think you will buy your gifts?

Ireland Speciality chains

France Hypermarkets/supermarkets

Portugal Traditional department stores

Spain Speciality chains

Italy Hypermarkets/supermarkets

Greece Speciality chains

Switzerland Hypermarkets/supermarkets

Germany Traditional department stores

Luxembourg Traditional department stores

Belgium Speciality chains

The Netherlands Speciality chains

Denmark Traditional department stores

Finland Traditional department stores

Poland Traditional department stores

Czech Republic Traditional department stores

Ukraine Traditional department stores

Russia Traditional department stores

South Africa Speciality chains


For the gifts you intend to buy in stores, where do you think you will buy your gifts?

Preferred top 3 channels are the samesince 2009, namely: Department stores,Speciality chains and Hypermarkets/Supermarkets.

• In Portugal, department stores (including shopping centers) have 49% of preferences for gifting. Hypermarkets/Supermarkets decrease weight.

• In Europe, department stores also gain ground bridging the gap with speciality chains.

1%

1%

Traditionaldepartment stores

Hypermarket/supermarket

Factory outlet stores

Speciality chains

25%44%

49%

22%20%

19%

23%25%

19%

13%3%

6%

4%16%

6%

3%

Portugal

Traditional localshops

Luxury stores

Speciality chains

Hypermarket/supermarket

Traditional localshops

Traditionaldepartment stores

26%33%

30%

25%24%

29%

23%25%

22%

13%12%13%

3%10%

3%

4%4%

3%

Europe

Factory outlet stores

Luxury stores

2011 2012 2013


Where do you think you will buy the food for theyear-end festivities?

Ireland Hypermarket sized shops

France Hypermarket sized shops

Portugal Hypermarket sized shops

Spain Hypermarket sized shops

Italy Hypermarket sized shops

Greece Normal sized supermarkets

Switzerland Normal sized supermarkets

Germany Normal sized supermarkets

Luxembourg Normal sized supermarkets

Belgium Normal sized supermarkets

The Netherlands Normal sized supermarkets

Denmark Hypermarket sized shops

Finland Hypermarket sized shops

Poland Hard discount stores

Czech Republic Hypermarket sized shops

Ukraine Hypermarket sized shops

Russia Hypermarket sized shops

South Africa Normal sized supermarkets


Where do you thinkyou will buy the food for theyear-end festivities?

83%

65%

40% 37%

8% 8%1%

Hyperm

arket

sized

shop

s

Hard d

iscou

nt st

ores

Conve

nient

stor

es

Normal

sized

supe

rmark

ets

Traditio

nal lo

cal fo

od sh

ops

Luxu

ry bo

utiqu

es

Intern

et sh

oppin

g

100%

0%

20%

40%

60%

80%

Hyperm

arket

sized

shop

s

Hard d

iscou

nt st

ores

Conve

nient

stor

es

Normal

sized

supe

rmark

ets

Traditio

nal lo

cal fo

od sh

ops

Luxu

ry bo

utiqu

es

Intern

et sh

oppin

g

Men Women

PortugalPortugal

Hypermakerts and Supermarkets are themost popular channels for year-endfestivities food shopping.

• In Portugal, Hypermarkets and Supermarkets maintain their relative importance, however discount stores grow from 24%, in 2012, to 40% of shopping intentions in 2013.

81%84%

64%

37% 39%

8% 10%2%

67%

42%35%

8% 5%1%


What type of brands do you purchase in these channels?

65%65%58%

Hypermarketsized shops

Normal sizedsupermarkets

Convenientstores

Internetshopping

Hard discountshops

Retailer brand labelsBrand labels Hard discount labels (low cost)

63%62%57%

51%

63%

5%

42%

62%

49%

57%

45%

69%

Portugal

60%66%

29%

Hypermarketsized shops

Normal sizedsupermarkets

Convenientstores

Internetshopping

Hard discountshops

Retailer brand labelsBrand labels Hard discount labels (low cost)

66%60%

35%

60%

49%

31%

45%

65%

28%

54%

38%

59%

Europe

The importance of retailer and low costlabels keeps growing.

• In Portugal, Hypermarkets and Supermarkets are the most natural battle field for retailer brands.

• Brand labels have a significant stronghold on internet shopping.

• Discount stores are naturally the preferred channel for hard discount (low cost) labels.


Have you ever used your smartphone/your tablet to buy a product and do you expect to use it in the future for buying products?

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Sout

h Afri

ca

26%

39%

22% 21%

29% 28%

20%

33% 33% 32%

14%

22%27%

24%19% 20%

24%29%

38%

I have already done

The usage of smartphones/tablets asshopping device keeps growing, except forFinland and Poland.

• More than 1 out of 4 Europeans, already used a smartphone/tablet for shopping, whereas in Portugal it is true for 1 out of 5 respondents.

2011 2012 2013


Have you ever used your smartphone/your tablet to buy a product and do you expect to use it in the future for buying products?

Euro

pe

Franc

e

The N

etherl

ands

Greece

Irelan

d

Portu

gal

Luxe

mbour

g

Polan

d

Czech

Repu

blic

Russi

a

Finlan

dSp

ain

German

y

Denmark

Ukraine

Belgi

umItaly

Switz

erlan

d

Sout

h Afri

ca

56% 54%50%

70%

61% 60%

71%

46%38%

45%52% 52%

48% 48%

70%73%

60%66%

59%

I will do in the future

As in previous years there is a growingpercentage of respondents intending touse mobile devices for future shopping.

• Czech Replubic (73%), Greece (71%), Portugal (70%) and Poland (70%) are the countries showing more willingness in using mobile devices for shopping in the future.

• Germans are the most conservative about mobile shopping.

2011 2012 2013


Survey methodology


Deloitte realised the survey about the consumption during year-end period in 18 countries from Western Europe, Eastern Europe, and in South Africa. A similar survey was conducted in Canada and in United States.

Each country has a specific report.

The conclusions of this study are based on consumer data which have been collected during a survey realised by Deloitte in co-operation with Q&A Research and Consultancy.

The fieldwork was executed in September 2013 (second and third week).

In Luxembourg, the fieldwork was executed by TNS in the same period as the other countries. The sample consisted of 600 nationally representative consumers.

For all the countries we are able to make analyses compared with previous years. The comparison is only made when the question was asked identical to last year.

Respondents are aged 18 to 65 years old. Information has been collected via Internet, with a structured questionnaire for a sample of individuals, within controlled panels.

Each consumer in the panel is identified through the following aspects:

• Socio-demographics; • Personal interests; • Consumer behaviour;

To adjust the Internet sample to the population of each country, we used ex-post statistical weighting.The weighting is based on gender and age in each country.

In the table you see the number of respondents in each country and the total number of respondents:

Survey methodology

Sample

Ireland 773

France 1.595

Portugal 766

Spain 1.546

Italy 1.589

Greece 787

Switzerland 779

Germany 1.549

Luxembourg 602

Belgium 1.069

The Netherlands 902

Denmark 762

Finland 760

Poland 767

Czech Republic 770

Ukraine 777

Russia 761

South Africa 801

Total Sample 17.355


As in previous years, we use indexes in the graphs to compare countries. The indexes are created in the following way:

• We deduct the negative responses to a certain question from the positive responses to the same question;

• Therefore, a response to a question on the current state of the economy that is 42% positive and 12% negative will result in an index of 30%;

• If the same question is asked in another country, a consumer response that is 25% positive and 32% negative will result in an index of -7%.

Survey methodology


The Russian sample is more representative for middle and upper social classes, since the survey was done via the Internet. 92% of the sample in Russia was conducted in cities with a population of over one million people:

• Moscow: 28,2%. The city is the capital and largest city of Russia, and the country’s leading economic, political, cultural centre;

• Saint-Petersburg: 29,0%. This is the second largest city and seaport in Russia, located in the north-western part of the country;

• Nizhniy Novgorod: 9,2%. The city is located in western Russia, at the confluence of the Oka and Volga rivers and is a major river port, railroad hub, and industrial centre specially in automobile factory;

• Yekaterinburg: 8,3%. Located on the eastern slope of the Ural Mountains Yekaterinburg is a major industrial centre;

• Rostov-na-Donu: 8,1%. The city is an important commercial, industrial, and transportation centre connected by a canal to the Sea of Azov, and by the Volga-Don Canal to the Caspian, Baltic, and White seas. It is also linked by pipeline with the petroleum fields of the Caucasus area;

• Novosibirsk: 9,2%. It’s the capital of Novosibirsk Oblast, in southern Siberian Russia and the largest city of Siberia. Factories produce mining equipment, turbines, textiles, chemicals, and heavy machine tools.

Survey methodology


The sample in Ukraine was conducted through theInternet. 83% respondents mainly lived in one ofthe cities below:

• Kharkov (21,2% of the sample) is the second largest capital in Ukraine. It is a city with a lot of industrial companies;

• Kiev (20,2% of the sample) is the capital and the largest city of Ukraine with 2,6 million inhabitants. Kiev is an important industrial, scientific, educational and cultural centre of Easter Europe;

• Lvov (9,6% of the sample) is one of the largest cities in Ukraine and is growing rapidly. It is regarded as one of the main cultural centre of Ukraine. Industry, Banking and money trading are an important part of the economy;

• Odessa (7,7% of the sample) is the fourth largest city in the Ukraine with 1.1 million inhabitants;

• Nikolaev (8,0% of the sample) is the administrative centre of the Mykalaiv Oblast and a major shipbuilding centre of Ukraine;

• Dnepropetrovsk (7,2% of the sample) is Ukraine’s third largest city with 1.1 million inhabitants. Dnipropetrovsk is a major industrial centre of Ukraine. It has several facilities devoted to heavy industry that produce a wide range of products;

• Donetsk (4,0% of the sample) is the fifth largest city in Ukraine with 1 million inhabitants;

• Sumy (5,1% of the sample) is a smaller city in Ukraine with 290.000 inhabitants.

Survey methodology


The South African sample is more representative of middle and upper social classes, since the survey was done via the Internet. The survey was conducted in 9 regions:

• Gauteng Area (42% of the sample): Two major cities were included in the study: Johannesburg this is the business and financial centre and carries out 40% of the GDP and Pretoria this city is located in the most populated area and is the third city of South Africa. These cities account for 19% and 7% of the South African sample;

• Western Cape (23% of the sample): This is a tourism province and Cap town is the capital of the area and represents 15,6% of the sample;

• Eastern Cape (7,1% of the sample): Is one of the poorest provinces in South Africa. The two major industrial centres, Port-Elizabeth and East London have well-developed economies, based on the automotive industry. The survey was conducted in these cities which accounts for 4% of the South African sample;

• Free State (3,3% of the sample): Bloemfontein: In the region surrounding Bloemfontein, farming, livestock raising, and mining are the main occupations. The city is a road and railway hub;

• Kwazulu Natal (14% of the sample): This is the most populated area of South Africa;

• Mpumalanga (5% of the sample): This is a province in Eastern South Africa. In 1995 the name was changed from Eastern Transvaal to Mpumalanga;

• North West (3,8% of the sample): North West is a province of South Africa. The capital is Mafikeng;

• Limpopo (0,7% of the sample): Limpopo is the most southern province of South Africa. A big city in Limpopo is Polokwane;

• Northern Cape (1,1% of the sample): This is a large and most sparsely populated province in South Africa. The capital is Kimberly.

Survey methodology


The sample in Greece was conducted throughthe Internet and therefore the Attica area wasslightly over represented in the survey compared tothe other area’s:

• Attica (42,6% of the sample): Attica is located in the south of Greece and is, with a population of 3,8 million people, the biggest periphery in Greece. Within Attica 95% of the inhabitants live within the metropolitan area of Athens.

• Central Macedonia (20% of the sample): With 1,9 million inhabitants, Central Macedonia is the second biggest periphery in Greece.

• Crete (7,5% of the sample): Crete is the largest Greek island and inhabits about 625.000 people. The economy of Crete was mainly based on fishing and farming until the seventies. Now the economy is mainly based on tourism.

• Thessaly (3,2% of the sample): Thessaly has got about 750.000 inhabitants and is located in the center of Greece.

• Western Greece (4,6% of the sample): Western Greece has about 750.000 inhabitants and is located in the west of Greece.

• Eastern Macedonia and Thrace (5% of the sample): Eastern Macedonia and Thrace is located in the north of Greece and has about 615.000 inhabitants.

• Peloponnese (4,2% of the sample): Peloponnese is a periphery located in the south of Greece and has 650.000 inhabitants.

• Southern Aegean islands (3,3% of the sample): The southern Aegean islands consists of the Cyclades and Dodecanese islands and has 320.000 inhabitants.

• Central Greece (1,9% of the sample): With the capital Lamia included the population of Central Greece is 600.000 people.

• Western Macedonia (2% of the sample): Western Macedonia has got 300.000 inhabitants and is situated in the North-West of Greece.

• Epirus (2,1% of the sample): Epirus has 350.000 inhabitants and is situated in the North-West of Greece.

• Northern Aegean islands (2,2% of the sample): The Northern Aegean island consist of Chios, Lesbos and Samos and has 200.000 inhabitants.

• Ionian islands (1,7% of the sample): The Ionian islands are seven islands off the west coast of Greece. The seven islands are Corfu, Paxos, Lefkas, Ithaca, Kefalonia, Zante, Cerigo. They have a population of 220.000 inhabitants.

Survey methodology

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Luís BeloPartnerConsumer BusinessTel: +351 210 427 611Fax: +351 210 427 [email protected]

Nuno NettoAssociate PartnerConsumer BusinessTel: + 351 210 422 525Fax: +351 210 427 [email protected]

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