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.
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