Study reveals changes in consumer preferences and challenges for brands

Escolha do Consumidor has released a study that analyses the purchasing experience of Portuguese people and their relationship with brands on the market, highlighting how quickly consumer behaviour is changing.

According to the data, the majority of respondents (73%) prefer to buy products from brands that understand their needs, and for 21% this factor is decisive in their purchase decision. Only 6.2% of participants consider that factors such as price and quality are also relevant.

The study highlights that brands still have a long way to go to earn consumers’ trust. Only 25% of respondents believe that most brands understand their needs well, while 57% say that some brands do, but many fail to do so. Furthermore, 11% of respondents feel that brands generally do not understand what they are looking for.

Building lasting relationships between consumers and brands is directly influenced by understanding customer needs. For 66% of respondents, quality and price are also factors that affect this relationship. While 28% consider that understanding needs is essential for loyalty, 4% believe that the relationship depends on other elements.

Among the main aspects that promote a close relationship with consumers, transparency and honesty in communication were mentioned by 63% of respondents. Efficient and personalized service comes in second place (25%), followed by the offer of exclusive benefits (18%). Other factors, such as an active presence on social media (6%) and a commitment to social and environmental causes (7%), were also considered important for strengthening the connection with customers.

The study also revealed that the shopping experience is crucial to consumer loyalty. Around 55% of respondents said that after a negative experience, they are unlikely to buy from the same brand again. Another 42% consider the experience to be relevant, but also evaluate criteria such as price and quality.

In terms of expectations when interacting with brands, the Portuguese highlighted fast and efficient service (22%), clear and transparent communication (28%) and quality after-sales service (17%) as fundamental. Ease and convenience in the purchasing process (26%) and personalized experience (7%) are also valued.

Despite expectations, trust in brands is still far from complete. Only 63% of respondents believe that companies are transparent in most situations. While 20% indicate that some brands make an effort, many still fail to offer transparency, and 15% do not consider most organizations to be transparent.

The study also identified the main reasons for losing trust in a brand. Misleading advertising or unfulfilled promises were the most cited reasons (34%), followed by recurring problems with the quality of products and services (32%). Lack of transparency in communication and ineffective customer service were mentioned by 14% of respondents each, while 6.5% pointed to a lack of commitment to social and environmental issues as a factor impacting brand credibility.