A third of Basque consumers are now looking more at prices than before the pandemic

35.2% of Basque consumers look more at the prices Yes have changed their habits at the time of purchase compared to their behavior prior to the covid-19 pandemic, according to a study by the Basque Trade Observatory, Enfokamer.

This is one of the conclusions of this study that analyzes how buying behavior has been influenced in recent months by the increase in energy, raw materials, the increase in inflation and, now, the economic consequences of the invasion of Ukraine.

The Minister of Tourism, Trade and Consumption, Javier Hurtado, has emphasized that this analysis wants to know whether after the pandemic and with the current context, the aspects that make up the purchase decisions have been reordered in the mind of the consumer and if price is already a prominent role in consumer decisions.

The Basque citizens who have responded to the survey generally consider themselves “rational consumers” who, although they study the price, do not mind paying a little more if the product offers them a better quality. The Basque consumer is considered “practical, demanding and informed”

The study thus highlights that society as a whole, regardless of their social status, makes diversified purchases based on the value attributed to a product. According to the study, consumers seem to be guided by a subjective limit of maximums and minimums to judge the appropriateness of the purchase, and for one in three consumers, getting the best price activates rewarding psychological rewards.

change of habits

Likewise, it is noteworthy that certain consumption habits have been integrated into society after the pandemic, such as: buy white label waves loyalty cards Consumers under the age of 49 are the ones who have changed their purchasing behavior the most and women are the ones who notice the most change in their consumption pattern.

With regard to the usual consumer goods (food, cleaning, drugstore), Basque consumers place more value on: proximity to trade yet the value for your money The main elements influencing the purchase decision are, on the one hand, the quality of the products, understood as the expected quality, which 67.6% of the respondents confirm that they take into account.

On the other hand, looking for close proximity (58.0%), the price (57.5%), the comfort in the purchase (21.1%) and the personal attention (17.9%). For example, 70% of the respondents strongly or completely agree with the statement that they do not mind paying a little more for a quality product when it comes to nutrition.

As for the criteria for: durability17.9% of consumers are looking for sustainable purchases that have a low impact on their ecological footprint.

In short, the study shows a Basque consumer who considers the perceived quality of the food product more important than the price. However, most people say they follow a rational purchase criterion, especially in light of perceived price increases, and do not lose sight of the final ticket.

The final conclusion of the study states that the Basque consumer will be more sensitive in the future when deciding on prices, promotions and offers, and that there will be a tendency to economize on products with less added value.