The fourth Annual Consumer Forum Conference, dedicated to the theme "Does Consumption Have a Gender?", took place on March 8th at ISCTE – University Institute of Lisbon.
The conference was attended by several entities linked to the consumer sector. The opening session was conducted by José António Rousseau (President of the Consumer Forum), João Catalão (Co-Founder of INV – Institute of Negotiation and Sales) and Paulo Bento (President of INDEG/IUL/ISCTE).
The panel “Market Studies” included the participation of Diogo Pereira and Pedro Camarinha, from Observador Cetelem, who analyzed knowledge of expenses and income, the frequency and amount of savings, and the acquisition of credit cards and financing for both sexes, noting that “ women have considerable influence on purchasing decisions ”.
António Gomes, from GfK, analyzed the motivations for purchases and shopping habits, concluding that " women more frequently go shopping for household goods " and that " men are 'buyers' while women are 'shoppers' ."
Marta Santos, from Kantar Worldpanel, states that " women are more attentive to promotions ," and are more opportunistic shoppers. While " men opt to buy their own products, women don't buy just for themselves ." However, in the Petrol sector, the "male shopper" is the most important. Furthermore, 26,5% of purchase occasions are made by men in FMCG (Fast-Moving Consumer Goods).
The conference concluded with a Round Table discussion, moderated by João Catalão and Ana Penim (INV – Institute of Negotiation and Sales), which included the participation of Carlos Liz (Ipsos-APEME), Francisca Távora (O Boticário), Manuel Paula (El Corte Inglés) and Sofia Tenreiro (Cisco).
