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Changing and marquero

According to a private survey, when consuming, the Argentine is changing, adaptive and marquero. We tell you the results.

As we are

How are we  Argentines  when we consume? That is the question they asked from the consultant KANTAR. Recently, he presented his “X-ray of the Argentines”, a survey of 1000 men and women over 18 years of age from all over the country and all socioeconomic levels that was conducted with the aim of knowing what we like when consuming and how we react to brands, among other aspects of the average local consumer. The conclusion? The Argentine is a changeable and marker.


According to the results, Argentines are changing, adaptive and agile in our relationship with brands. This is because we have expectations that fluctuate rapidly in the face of changes in context. We constantly modify our buying habits (this year there was a greater approach to neighborhood  warehouses  and in previous years incorporated the wholesaler), we reacted and adopted new strategies quickly to new scenarios.


In this sense, although our profile around purchases is usually characterized by being “unfaithful” (more than 90% alternates between several brands or choose by price), the average Argentine is mostly marquero. “He's always going to try to make an effort to choose the brands he likes and with which he identifies,” Kantar says. In addition, he adds that “the aspirational factor has a lot of weight.”

In turn, the results indicate that Argentines are looking for quality and need to find brands that give them answers, solve problems and meet their needs. That's why “they're going to punish those brands that fail them, no matter how economical they are.”

The  crisis , however, directly affects consumption habits. Ninety-six per cent of respondents reported having reduced or abandoned some category in the last year. There was also a greater approach to second brands and the consumption of certain categories such as  dairy  and frozen were strongly lowered.

Publication Date: 14/09/2019

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