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Black Friday 2015: 44pct of the Romanians want to buy something
The shopping list drawn up by Romanians for Black Friday 2015 will contain, on average, two or three products, most of these being TV sets (40pct), small home appliances (39pct) and mobile phones (22pct), shows a market survey, released on Wednesday by Millward Brown Romania, the leading local marketing research company in brand, media and communication.
According to the survey, this year, 44pct of the Romanians aged between 18 and 65 said that they wanted to buy something for Black Friday, a percentage almost three times higher than in 2012. Also, the number of the Romanians who have heard about the Black Friday discounts has reached this year 71pct of the people in the reviewed sample.
At the same time, the population segments showing a significantly higher level of purchase intentions compared to the general population are men and young people (aged 24 to 34 years). Compared to the general average of 59pct of those who have heard of Black Friday and say they will surely or probably buy, in the case of men the average rises to 63pct and to 64pct in terms of young people.
When asked what are the stores taken into account for their Black Friday shopping, Romanians mentioned retailer eMag (30pct of the options), followed by Altex (21 pct), Flanco (9 pct), Carrefour (8 pct), Kaufland (4 pct), Media Galaxy, Auchan and Domo (3 pct each), Lidl (2 pct) and Cora (1 pct).
The Millward Brown Romania survey was conducted on a nationally-representative sample, on 2,000 respondents from urban and rural areas, aged between 18 and 65 years. Interviews were conducted by telephone from November 4 to 5, and the margin of error is +/- 2.2 pct.
Millward Brown Romania is part of the Millward Brown network, a global marketing research agency specializing in assessing advertising efficiency, strategic communication, and also in media and brand equity research.
Globally, the network has more than 87 offices and operates in 58 countries. Millward Brown is part of Kantar, the business information and consulting division of WPP.