Study Claims Portuguese Consumers are 'Promotion Dependent'

By Branislav Pekic
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Study Claims Portuguese Consumers are 'Promotion Dependent'

New Research conducted by marketing school IPAM has revealed that the Portuguese are “promotion dependent”.

The study found that 85% of Portuguese consumers admit to seeking promotions, by using discount vouchers to make cheaper purchases. Furthermore, nearly two in three consumers (63.7%) often engage themselves in getting discount coupons.

Food is top of the list of products that the Portuguese acquire most using discount vouchers, representing over one in five purchases (21.9%). Second on the list are hygiene and cleaning products (15%), followed by clothing and footwear (8.5%).

Loyalty cards are regular company for Portuguese consumers on their shopping trips, with 36% claiming that they use the cards to take advantage of promotional campaigns.

For 50.1% leaflets and newsletters are the primary source of obtaining promotional coupons, followed by SMS (47.5%) and mail (46.1%).


The frequency of use of discount coupons increases in proportion to the age of the consumer. The age group between 31 and 45 years represents half of consumers who use discount vouchers.

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.

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