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Tuesday 20.03.2018 | Name days: Made, Irbe

Buyers economize whenever possible

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Baltic news, News from Latvia, BNN-NEWS.COM, BNN-NEWS.RUOver 80% of Latvia’s population regularly use discount offers in order to save up money.

In response to the question how often they look at supermarket leaflets about discounts to buy cheaper goods, 21% admit doing it regularly, 60% – occasionally, while 18% indicate they are not interested in sales campaigns, informs

Women are more interested in sales offers – 25% of women regularly look for discounts, while the percentage among men forms 13%. Moreover, the proportion of men (29%) who are not interested in these sales campaigns is two times higher than that of women (13%).

Supermarket discounts are most topical for people aged 40 to 49 – 86% of this age group representatives consider information on discounted goods regularly or frequently. People under 19 years are the least active buyers of discounted goods – one in four representatives of this age group is not interested in discounts. At the same time, customers aged over 50 inquire about discount offers less (83%) than people aged 30 to 39 (85%).

Commenting on the survey results, supermarket chain Rimi Latvia, Maxima and Top! representatives argue that in the last few years discount offers in the key food groups have fostered the creation of brand-new and popular supermarket format. This is one of the rare occasions when all three parties are the winners – the buyer, who is trying to save at the expense of food, the manufacturer, whose aim is to successfully promote and sell goods on the market and the trader, who gains turnover increase due to discount goods, explains Rimi Latvia representative Zane Eniņa.

According to the supermarket chain Top! representative SIA Iepirkumu grupa data, discount goods comprise more than half or 60 – 70% of buyers’ daily shopping basket.

Five years ago, when we only started sending leaflets about current discount offers, many residents called and asked not to send them. Now the situation has changed significantly – we regularly receive calls with requests to include specific addresses in the list of booklet recipients, so that people would get the information on goods with discount prices. This once again proves that nowadays customers’ choice is determined by frugality and pragmatism, says Maxima representative Ivars Andiņš.

Supermarket chain representatives are convinced buyers’ increased interest in discount goods will also remain after the improvement in the overall economic situation and Latvia’s population welfare level.

Rimi Latvia representative believes the demand for sales campaigns will not drop because manufacturers have evaluated their benefits. Namely, in practice, sales often surge 20–30% during such campaigns. While considering product’s discounts, the manufacturer’s turnover can increase 10 – 20 times. Therefore, even though such discount campaigns do not generate large profit for producers, they are often used as a marketing trick to introduce consumers to new products or advertise already known ones.


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