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Brasil
PackTrends
2020
63
fatores que influenciam o mercado de bens de consumo
according to different classifications
Characteristics
Austerity, against waste, supporters of mass marketing, value well-known brands, easy to read labels, light packages etc. (c).
Traditionalists, strong loyalty, experience-driven decisions, disciplined, modest (d).
Value the reason, the morality and the ethics; conservatives, enjoy consistency (e).
Prosperity and increasing propensity to consume (b).
Idealists and competitive (b).
Optimism, women in the labor market, higher disposable income, greater health concern, valorization of information about products,
looking for variety, appreciation of the brand status, etc. (c).
Ambitious, driven by status (d).
Individualism, materialism, excessive predilection; appreciate health, well-being and energy; value the feeling of being young,
skeptical, distrustful of authorities (e).
Individualistic and skeptical about the authority (b).
Valuation of professional training, valorization of status, valorization of retail experience, early access to different media and use of
personal computers, new family structures, increased use of credit for acquisitions, high propensity to consume etc. (c).
Independent, flexibility to change, comfortable with diversity, immediatists (d).
Accustomed to changes, value family, information and technology; has diversity and global thinking as core values (e).
Optimism, brand loyalty, mastery of digital technologies (b).
Created with extra care and guidance of parents, tolerant to different cultures and lifestyles, seeking immediate gratification,
supporters of personalized online marketing, awareness of social and environmental problems, attraction for fashion products,
differentiated, ethical, global, competitive prices, interactivity, supporters of social networks etc. (c).
Desire for freedom, comfortable with change and diversity, value social responsibility, supporters of new media and technologies (d).
The choice of products depends on the acceptance of their peers, multitasking, technology enthusiasts, innovators, curious, value
what is real and true; susceptibility to break rules; idealistic and oriented to social causes, believe they can build a better future (e).
Optimism, brand loyalty, mastery of digital technologies (b).
Greater living with uncertainty, globally connected, flexible and tolerant to different cultures (b).
Socially responsible and supporters of “green” products, multifunctional, simple and with interactive designs (b).
Biggest concern with environmental issues and public health, cultural diversity, domain and dependence of digital technologies,
familiarity with new technologies etc. (c).
New conservative; value respect, truth; planners, with a propensity for savings account; more resigned and responsible; accept
limitations; independent thinkers; obtain necessary information through the internet; civic sense, globalized; value safety (e).
Accustomed to technologies and innovations; appreciate the convenience in attributes, form of distribution, messages and products
experience; more pragmatic; seeking security, accustomed to scarcity; more inclined to escapism through entertainment, social
networking, radical sports, eating out of the home etc. (f).
2011; (c) Canadian…, 2005; (d) The generational…, 2005; (e) Williams; Page; Petrosky; Hernandez, 2011; (f) Wood, 2011