Consumers have changed their way to research and buy products. With the holiday season, companies do well to understand the consumer decision journey to direct their spending and messaging to the moments of maximum influence to get a much greater chance of reaching consumers in the right place at the right time with the right message. Precisely our study is showing the Consumer decision journey for Christmas 2016 in Latino america.

1. Julho, 2016
Capa
Survey
Christmas 2016 shopping
process - Regional
December / 2016

2. 2
Methodology and Objectives
The objective of the research was to know the process when buying gifts for Christmas 2016
and to know the expectations of the consumers about this time in the Spanish-speaking
countries Region.
The study included men and women from 988 Spanish-speaking countries and 1,105 from
Brazil, 18 years or older.
Data collection was carried out between December 5th to December 14th 2016.
The margin of error of the survey is 2.96%.

3. Summary

4. 4
Shopping Journey for Christmas
• Shopping for Christmas presents
requiere planning and time for most
of the consumers in Brazil (67%)
and Spanish-speaking countries
(68%) before December
• The main source of information when buying are
• 24% Internet ads in Brazil;
• 17% TV Ads in Spanish-speaking countries;
• 22% in Brazil and 32% in Spanish-speaking
countries Do not receive information or are
influence by it..
• About the place they prefer to buy, the
prefered are
• 38% Physical store in Brazil
• 64% Physical store in Spanish-speaking
countries
• The Price is the most important piece of
information in Brazil (36%) while in Spanish-
speaking countries, the details about the product /
service is more important (29%)
•77% in Brazil and 70% in Spanish-
speaking countries check different online
sites before buying in one. 47% in Brazil
look online and then buy in physical while
66% in Spanish-speaking countries visit
and decide in the physical store.
• Before buying a product wheter online or in a
physical store.
DECISION MAKINGSOURCE OF INFORMATIONPLANNING

5. 5
Summary
• In both, Brazil and Spanish-speaking countries, the shopping process is done by themselves, with a low
percentage asking someone else to do the shopping for them.
• Also, in both, the main receiver of the presents are family members. The spouse or couple in first place, followed
by adult relatives, and children relatives in third place.
• Younger people are more likely to buy present for themselves than older people. On the other hand, the latter
tend to buy for younger relatives (sons, nephews) before buying for themselves.
• In Brazil only 27% buy Christmas presents for friends and co-workers. In Spanish-speaking countries 30% buy
presents for those.
• The most popular items to buy for Christmas in Brazil and Spanish-speaking countries are clothing. For Brazil the
second most popular is shoes while in Spanish-speaking countries is toys.
• More than half of consumers in Brazil expect to spend less than last year in Christmas and 20% to spend the
same. In Spanish-speaking countries 36% expect to spend the same amount of money than last year.
5

6. 6
Summary
• In Brazil, the average Christmas shopping expenditure is $80 U.S. (higher social class $100 U.S. on average,
middle-high around $80 U.S. and middle and middle-low $60 U.S. on average.) In Spanish speaking countries,
consumers expect to spend between 50 to 100 USD
• In Brazil and Spanish-speaking countries, Christmas shopping process starts in November or the first week of
December.
• In Brazil the TV ads and the internet are the most relevant information sources, while in Spanish-speaking
countries the peer recommendation (word-of-mouth) and TV ads are the most important.
• Price and sales and discounts are the most researched information in Brazil, on their end, in Spanish-speaking
countries they look for product features and price. In Brazil, however, if the product is within the expected price,
there is a search for other consumers evaluation and product features.
• Shopping on a physical store is the most preferred method by 38% of Brazilians, and in Spanish-speaking
countries by 64%. However for the former, Online is the second most important by 37% while for the latter,
having not a prefered way is the second place by 24%.
6

7. 7
Summary
• Process of shopping online;
• For the great majoirty of Brazilians and Spanish-speaking consumers, to decide on the purchase, they first
research online for the best price, and for about 45% of consumers they also read what other consumers are
saying about the product. Most of the consumers go at some point to the physical store to see the product or
price before buying online.
• Process of shopping offline:
• Almost half of the consumers in Brazil and Spanish-speaking countries research online before shopping offline
• Almost 30% of Spanish-speaking consumers research prices online in their smartphone inside the store before
purchasing and almost 40% of Brazilians do the same.
7

8. Results

9. 9
Both in Brazil and Spanish-speaking countries gifts are most commonly purchased
for Spouse/couple and adult relatives. In Brazil gifts for oneself are more common.
Q2. Who do you plan to buy presents to? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Who do you plan to buy presents to?
5%
30%
43%
67%
68%
69%
5%
27%
56%
59%
65%
66%
Other people
Friends and coworkers
For myself
Children relatives
Adult relatives
Spouse / Couple
Brazil
Spanish-speaking
countries

10. 10
Clothing, shoes and toys are the most popular gifts for Brazil, while clothing, toys
and shoes are for Spanish-speaking countries
Q6. What present are you planning to buy? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Christmas gift to buy
ToysClothing CellphoneShoes
Home
appliances
Videogames
Gift card Decoration
AccessoriesJewelry
EntertainmentCD/
DVD
Travelling
Beauty
products
Books Tablet
Brazil Spanish
72% 77%
Brazil Spanish
49% 58%
Brazil Spanish
53% 54%
Brazil Spanish
47% 44%
Brazil Spanish
40% 37%
Brazil Spanish
36% 34%
Brazil Spanish
24% 28%
Brazil Spanish
26% 28%
Brazil Spanish
28% 27%
Brazil Spanish
23% 25%
Brazil Spanish
15% 19%
Brazil Spanish
15% 18%
Brazil Spanish
21% 18%
Brazil Spanish
16% 15%
Brazil Spanish
12% 14%
Brazil Spanish
8% 8%

11. 11
Clothing is the most popular gift in both Brazil and Spanish-speaking countries, only
in Peru the toys are the most popular.
Q6. What present are you planning to buy? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Christmas gift
to buy
Brazil
Spanish-
speaker
countries
Mexico Colombia Argentina Chile Peru Venezuela Others
Clothing 72% 77% 74% 86% 73% 81% 67% 81% 89%
Toys 49% 58% 61% 52% 54% 57% 71% 69% 47%
Shoes 53% 54% 54% 63% 50% 43% 48% 50% 64%
Beauty products 47% 44% 40% 47% 40% 65% 31% 42% 69%
Jewelry 40% 37% 34% 42% 33% 43% 31% 42% 42%
Accessories 36% 34% 31% 36% 35% 49% 21% 38% 39%
Videogames 24% 28% 34% 28% 17% 17% 17% 27% 22%
Cellphone 26% 28% 30% 30% 15% 23% 29% 35% 25%
Books 28% 27% 30% 18% 32% 37% 17% 8% 14%
Home appliances 23% 25% 24% 29% 23% 16% 26% 35% 28%
Other presents 16% 21% 16% 27% 28% 29% 12% 27% 25%
Tablet 15% 19% 23% 18% 12% 10% 17% 15% 25%
Gift Card 20% 18% 16% 26% 13% 24% 21% 19% 11%
CDs / DVDs 21% 18% 22% 11% 18% 13% 12% 23% 17%
Decoration 16% 15% 13% 18% 17% 13% 12% 27% 22%
Entertainment 12% 14% 14% 17% 10% 11% 14% 8% 17%
Travelling 8% 8% 6% 14% 6% 7% 5% 12% 19%
Don´t know 7% 3% 2% 4% 6% 1% 0% 4% 0%

12. Shopping process
for Christmas

13. 13
November was the month to start Christmas shopping in Brazil and Spanish-
speaking countries, but a large number do so in December as well.
Q7. What month do you start planning the christmas shopping? N=2093 (1105 BRA / 988 Spanish-speaking countries)
When do you start buying presents?
5%
5%
15%
42%
31%
6%
6%
17%
39%
29%
January - August
September
October
November
December
Brazil
Spanish-speaking
countries Xmas

14. 14
Almost a third of all shoppers start shopping a week before Christmas. A larger
number in Spanish-speaking countries do so two weeks in advance.
Q8. In what moment of December do you plan your purchases? N=2093 (1105 BRA / 988 Spanish-speaking countries)
At what point in December do you start planning?
7%
35%
32%
23%
1%
2%
7%
36%
28%
25%
1%
2%
On Christmas Eve (23/24 de
diciembre)
A week before Christmas
Two weeks before Christmas
Three weeks before Christmas
After Christmas (del 26 al 31 de
diciembre)
I don't know
Brazil
Spanish-speaking
countries
Most of them start
shopping in December

15. 15
For Brazilian consumers, Internet ads are the most important source of information
while Spanish-speaking countries consumers doesn´t get recommendations or
influence.
Q9. Thinking about the shopping, which statement suits you better? / Q10 Other than the one selected before, what other statements suits
you? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Sources of information – Most
important
19%
21%
12%
24%
2%
22%
17%
17%
14%
15%
5%
32%
Comments from friends social networks
TV ads
Recommendations from family and friends
Internet ads
Other sources
I don´t get recommendations or
influences
33%
36%
30%
28%
13%
32%
39%
28%
36%
7%
Comments from friends social networks
TV ads
Recommendations from family and friends
Internet ads
Other sources
Sources of information – All mentions

16. 16
17%
36%
27%
4%
5%
10%
1%
29%
28%
26%
6%
5%
4%
2%
Information about the product /
service
Price
Discounts
Information about the brand
New releases
Consumers evaluation on internet
Others
Brazil
Spanish-speaking countries
Price is the most important piece of information, but in Spanish-speaking countries
the first place is for Information about the product.
Q11. Which one is the most important information when buying a present? / Q12. Besides the one selected before, what other information is
important when buying a present? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Information to take into consideration
– Most important
49%
34%
40%
27%
27%
32%
4%
42%
33%
31%
21%
18%
14%
3%
Price
Information about the product /
service
Discounts
Information about the brand
New releases
Consumers evaluation on internet
Others
Brazil
Spanish-speaking
countries
Information to take into consideration
– All mentions

17. 17
Brazilian consumers has a slightly higher buying preference for physical stores, but
this is by far the most prefered form in Spanish-speaking countries
Q13. Usually, where do you buy the christmas presents? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Prefered way to buy
11%
37%
64%
38%
1%
1%
24%
24%
Spanish-
speaking
countries
Brazil
Online sites Physical stores Catalogue products I have not prefered method

18. 18
When buying online, they Look into different shopping sites, others Read reviews
about the product before making a decision. More Spanish-speaking countries
consumers go to physical stores to check it out and goback to buy online than
Brazilians.
Q14. How do you make the coice when buying a product online? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Decision making on Online shopping
77%
45%
32%
29%
22%
3%
70%
41%
38%
27%
21%
3%
Look into different online shopping sites
Read comments about the product
Look for it online, go and check it on a physical store and
comeback to buy online
Visit the physical store to decide and go back to buy it
online
I ask for recommendations from family and friends
Other way

19. 19
Brazilian consumers prefer to Look online and then go to the physical store, while
Spanish-speaking countries consumers Visit the physical store and buy there at the
same time.
Q15. How do you make the decision to buy in a physical store? N=2093 (1105 BRA / 988 Spanish-speaking countries)
Decision making on Physical store
40%
47%
39%
10%
7%
66%
43%
27%
3%
1%
Visits and buy in the physical store
Look for it online and go to buy it on a physical store
At the physical store, look for information online in my
smartphone and then buy the product
Other way
None of the above

20. 20
28%
38%
19%
36%
53%
26%
Spend less
Spend the sam
Spend more
In Brazil the intention is to Spend less money than last year, with and average
around 71 – 140 dollars. In Spanish-speaking countries, on the other hand, they
intent to Spend more, around 51 -100 dollars.
Q18. Compared to the last year, do you expect to spend more, the same or less in this year christmas presents? N=2093 (1105 BRA / 988
Spanish-speaking countries)
Intention of spending
Average to spend
Brazil USD 71 – 140
Spanish-speaking
countries
USD 51 - 100

21. Profile

22. 22
Q22. Which is your marital statusl?/ D1. You are.../ D2. How old are you?/ Q. Social Class. Base: 1105
Gender Social Class
Marital Status Age
59%
37%
3%
Married/Living together
Single
Divorced
Widower
23%
40%
24%
10%
3%
18 - 24 years old
25 - 34 years old
35 - 44 years old
45 - 54 years old
55 years and older
A B C
TOTAL 46%54% TOTAL 51%19% 30%
Brazil

23. 23
Q22. Cual es su estado civil?/ D1. Usted es?/ D2. Cual es su edad?/ Q. Región. Base: 988
Gender Geographic distribution
Marital Status Age
64%
27%
7%
Married/Living together
Single
Divorced
Widower
10%
29%
31%
18%
12%
18-24 years old
25-34 years old
35-44 years old
45-54 years old
55 + years old
40%60%
Mexico 494 Puerto Rico 6
Colombia 194 Panama 4
Argentina 113 Costa Rica 4
Chile 83 El Salvador 4
Peru 42 Guatemala 2
Venezuela 26 Honduras 1
Ecuador 8 Paraguay 1
Uruguay 6
Spanish-speaking countries

24. Thanks!