Brazil Is Tops in Bargain Hunting. US Comes Second.

    NOP World today announced results of its Culture Score “Bargain Hunting” Index, offering a global perspective on consumer attitudes about getting good deals and buying on sale.  Brazil outranks 30 other countries to hold the top spot on the Index.

    The Bargain Hunting Index compares the average of two dimensions in each country surveyed: The percent of individuals “who feel really satisfied with themselves, even excited, when they get a really good deal” and the percent of individuals “who always try to buy things on sale,” with the global average for each question at 78% and 54%, respectively.

    Brazilian consumers top the list, with 96% getting excited when they get a good deal and 89% attempting to always buy things on sale. 

    The United States ranks second, with 86% of Americans saying they feel excited about getting deals and 78% seeking sales. 

    South Africans round out the top three, with 87% excited by good deals and 74% always looking to buy items on sale.

    In contrast, Russia, Japan and Poland fall to the bottom of the list. While at least 75% of Russian, Japanese and Polish consumers agree that good deals make them feel really satisfied and even excited, less than 25% of consumers in each of these countries say they always try to buy items on sale.

    “It is clear from the data that good deals are a universal pick-me-up,” explains Paul Leinberger, Senior Vice President/Global Director, Market Opportunity Center of Excellence. 

    “However, when it comes to buying on sale, cultural norms, as well as societal and marketplace realities, come into play. In countries such as Brazil and the US, consumers have been trained to expect and demand sales.  In contrast, in Poland, Russia and Japan, sales are harder to come by, and the quality of items on sale can be questionable.”

    The complete findings of the Culture Score(TM) “Bargain Hunting” Index are as follows:

                 ————– % who agree —————

                 index of average    I feel really              I always try
                                     satisfied with myself,     to buy things
                                     even excited, when I       on sale
                                     get a really good deal

      Total Global       100                  78                       54

      Brazil                140                  96                       89
      USA                  124                  86                      78
      South Africa       122                  87                      74
      Venezuela          121                  92                      68
      Turkey              120                  92                       66
      Canada             114                  83                       67
      Philippines          114                  89                       61
      Egypt                113                  98                       51
      Argentina           111                  90                       57
      Australia            110                  86                       59
      Indonesia          105                   86                       52
      UK                    104                  84                       53
      Spain              104                  84                       53
      France             102                  88                       46
      Taiwan             100                  68                       64
      Mexico             100                  81                       51
      Thailand            99                  65                       66
      Germany             95                  59                       67
      Saudi Arabia        95                  81                       45
      Italy               90                  74                       45
      Singapore           86                  61                       53
      South Korea         86                  60                       54
      India               86                  79                       35
      Hong Kong           85                  57                       55
      China               85                  64                       48
      Czech Republic      83                  67                       43
      Sweden              83                  66                       43
      Hungary             80                  72                       34
      Poland              80                  81                       24
      Japan               79                  81                       23
      Russia              73                  75                       21

    The Culture Score Index Series is based on further analysis of the NOP World Roper Reports Worldwide survey, which includes in-depth personal interviews with more than 30,000 people, ages 13 to 65 across 31 countries.

    A leading supplier of syndicated and custom research, NOP World is a wholly owned subsidiary of UK-based United Business Media.  Through industry-specific business units, it offers focused expertise across 6 areas-automotive, business and technology, consumer and retail, financial services, health and media. 

    Industry specialists are supported by five Centers of Excellence.  Four focus on the key stages of the marketing cycle- Market Opportunity, Brand Strategy, Marketing Effectiveness and Customer Management.  The fifth-NOP World’s Research Center of Excellence-provides best-in-field research design, methodologies and analytics.

    United Business Media is a leading provider of business-to-business media solutions.  Its products and services help companies around the world meet their market information needs. 

    In addition to NOP World, UBM’s businesses include PR Newswire, the world’s leading corporate news distribution service, and CMP, the business-to- business, media and exhibition group operating in focused market sectors, including high-tech, healthcare, property, entertainment, jewelry and fashion in the US, UK, Asia and Europe.

    United Business Media



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