Stationery stores are this year's favorite back-to-school shopping venue for 80% of consumers, says a study by the Cetelem Observer.
Unlike last year, which registered a preference for hyper/supermarkets, these now appear in second position (65%), followed by Internet purchases (22%) and direct sales/catalog (2%).
According to Observador Cetelem, these are the preferences of families with school-age children and adults who study, although the latter are more likely to make school purchases through the Internet than families with children (30% versus 20% ).
“Consumers' preference for stationery is a good indicator for local businesses. It may mean that these establishments adapt to the market and offer competitive conditions in relation to large supermarkets. The assignment of vouchers, the use of discounts and other similar conditions that favor the customer can also encourage consumers to choose places of purchase such as stationery», concludes Diogo Lopes Pereira, marketing director of Cetelem.
Purchases of school material are mostly made at a single time by families with school-age children (59%).
Adults undergoing academic training, on the other hand, choose to buy what they need throughout the year (65%).
Regarding the time of purchase, almost half of consumers prefer to start shopping for back to school two weeks in advance (46%), although many start shopping a month earlier (22%) or just when school has started (15 %).
This study is based on a representative sample of 600 individuals residing in mainland Portugal, of both genders and aged between 18 and 65 years, to whom a structured questionnaire with closed questions was applied.
The survey was applied in collaboration with market research firm Nielsen, between May 13th and May 18th, with a maximum error of +4,0 for a 95% confidence interval.
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