Daily,we are consuming energy, food, resourcesand commodities. Human, by its nature is an innate consumer, if we can call him so. Magenta Consulting has found out Moldavians’behavior whenthey decide to buy a certain thing and how does the advertising is influencing them every day.
The easiest way to spend money is to buy a mobile phone
The Magenta study shows that Moldovans do not hesitate much when they want to buy a mobile phone, 34% buy it within two days maximum. A quarter of respondents do not think that much when they buy a TV, and one of five Moldovans are determined from the start when they buy a fridge, a washing machine or anotebook.
This category of people determined in their choices consists mostly of men, people who come from rural areas, those who are between 30 and 40 years old and those who have their own business or are self-employed.
At the same time, many Moldovans are reluctant to buy a thing they need,from the first timeor do not buy it at all. For example, 66% of respondents have never bought personally a tablet and 65% - a car. 40% do not spent money for a desktop or a laptop. Most of this category is represented by adolescent people, so they are pupils with incomplete secondary education.
On the other hand, for 18% of Moldovans, the process of buying a TV or a refrigerator takes about two months. 17% of respondents admitted that it takes aproximately the same time to decide to buy a car or a washing machine.
How much time is necessary for taking the decision to purchase in dependece of the type of products,%
* How long it usually takes to buy the following types of products, from the moment of taking the decision to purchase this product until its actual purchase.
Only one of ten Moldovans recognizes that is influenced by advertising, but what do sales show?
82% of Moldovans said that when they are buying a certain product, they do not think about the advertisementof this product.This rate refers only to respondents who said that they are aware of the advertising influence and called advertisement as the main reason for buying, this part exclude respondents who buy certain products by necessity and at the same time recognizing the value of brands, that have become brands due to advertising campaigns.
Most of these respondents are from the countryside, the south of Moldova, are between 16 and 20 years old or over 50 years old and are widowers or widows. However, among the 11% of respondents who admitted that when they make a choice at shopping, take into account advertisements, most of them are from the city, the central region, are between 31 and 40 years old, married, with higher education and a monthly income per family between 3,000 and 10,000 lei.
Most Moldovans are guided by advertising trends when they are buying household appliances- 30%, cosmetics, decorative and body care products - 24%, food - 23% and mobile phone or accessories - 20%.
The buyer’s profile influenced by advertising, %
* Is there a product youhave ever bought due to the advertisement you have seen for this product or service?
Target audience of advertising
Traditional source that conveys in the best way, the message of the advertisement to us, consumers, is, of course, television - 76%. This category is mostly represented by women, rural residents, the northern region of Moldova, those aged between 40 and 50 years and over 60 years, both household people and freelancers.
Second advertisingsource is online information- 23%. The target audience here is larger among men, Moldovans from the south, those who are between 22 and 25 years old, are single or in a relationship of cohabitation, those who have their own business or have a monthly income per family between 10 and 15 thousand lei.
On the third place by popularity in promoting advertising are certainly billboards or outdoor advertising. To the billboards the most attentive are women, those who live in the city, in the central region of Moldova, who are between 50 and 60 years old, widows or widowers, person cohabiting and those who have specialized secondary education.
Means of mass communication where advertising was noted,%
* Where did you notice that advertising?
Thus, the survey conducted by Magenta Consulting shows that Moldovans are not a nation of productsconsuming and especially advertising. Until we get to American spendings, we have to endured many metamorphoses, the same situation with our salaries.
Methodology: The survey was carried out by Magenta Consulting on a sample of 1129 persons. The data from this survey are representative at national level and have an error margin of ±3% with a confidence interval of 95%. The data were collected in the period 22 September - 8 October, 2015