Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories After strict confinement, in which our consumption was limited to the supermarket and those things that could be bought on the internet, the progressive return to normality in these weeks could also be the return to normality in consumption. Are we starting to buy now as in the past and are we waiting for stores to open to launch into mass consumption?
The latest wave of the GfK Consumer Pulse Report Gibraltar Email List which analyzes the emotional state of consumers in various countries during the coronavirus crisis every week, gives you an idea. The study , focused on the perceptions of Spanish consumers, has asked about how they feel that the de-escalation is operating and also how consumers feel about the behaviors that they will be able to do from now on. It is a way to understand if they are really going to do so now that they can start consuming. The data from the GFK study invites one to be cautious in terms of spending and consumer behavior. Only 28% of those surveyed assure that de-escalation measures are “correct” and that they consider that they are “necessary to reactivate the economy” (the percentage increases to 40% if the range that goes from 25 to 34 years is analyzed) . In front of them, 61% admit that they are not very clear about their opinion.
On the one hand they believe that it is important to return to normality, but on the other they are “concerned about the risk involved. “And if citizens fear what the de-escalation may entail, one might wonder if they are going to launch themselves en masse into consumption. Those who live in areas that have already passed phase one of de-escalation will remember the full terraces of the first days, although now it is not so rare not to find terraces so full of people. According to the study data, only 24% of Spaniards admit that they do not intend to step on a terrace now, but at the same time only 13% say that they will do so as soon as they are allowed to do so. 62% remain in caution.
They will wait days or weeks “out of prudence. “And, in fact, the activities in which consumers are clearer that they will do so (although no percentage is close to the majority) is in those activities that involve a connection with their closest beings. 27% will go “immediately” to visit or receive their relatives and 19% will do so with their friends. In the middle is the 21% who will go to the hairdresser. In consumption patterns, only 9% are clear that they will go to a shopping center as soon as it opens and only 7% will do so with a restaurant. 38% and 37% respectively will not. 59% will not go to a show in an open space and 55% will not go to one in an enclosed space.