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Study: 6 out of 10 Romanians admit that their consumption and purchasing decisions are influenced by the opinions of their near ones
Reveal Marketing Research set out to discover in the most recent market study how Romanians relate to relationships with loved ones, what is their role in shaping different aspects of an individual’s life and development and how interpersonal relationships influence behaviours and consumption patterns in everyday life.
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Romanians’ main leisure time activities are walking in the park (66%), shopping (63%), visiting someone’s home (55%) and going out to Horeca locations (40%).
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4 out of 10 Romanians currently experience changes in their behaviour and social habits, which they attribute to the Covid-19 period
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6 out of 10 Romanians admit that their consumption and purchasing decisions are influenced by the opinions of their near ones
About the importance of relationships with loved ones and the main leisure time activities of Romanians
Relationships with loved ones balance a wide range of needs in an individual’s life, contributing greatly to physical and emotional well-being. According to Reveal Marketing Research data, the main feelings Romanians associate with close people in their lives are love (61%), respect (57%), joy (56%) and security (50%). As a general trend, generation Z (18-24 years old) associates more feelings of inspiration (30% vs. 21% total sample) and pressure (15% vs. 9% total sample) when referring to relationships with people close to them, as they are in an active stage of search and development of personal identity.
One of the main characteristics of humans is that they are social beings, and they carry out many of their activities with other people. When it comes to Romanians’ leisure time, it is usually spent in the company of people close to them (62%), especially young people aged 25-34 (70%), while 26% say they spend their leisure time equally alone and in the company of others, and 12% rather alone. Also, as noted from the respondents’ accounts many of these social interactions often involve communal consumption activities.
So, walks in the park (66%), especially preferred by women (72% vs. 61% men), shopping (63%), visiting someone’s home (55%) and going out in town to terraces, restaurants, cafes, etc. (40%) are the main ways of spending free time outside the home. Other activities, mentioned to a lesser extent, are going to the cinema (26%) or going to the gym/ sports activities (23%).
When going out, most Romanians choose to eat pizza (61%) and to drink soft or non-alcoholic drinks (58%)
Following the consumption habits of Romanians when they go out (terrace, restaurant, etc.), we observe that beverages are the main category of products consumed, going out being mainly associated with the idea of socializing, relaxing, „sitting and chatting over a drink”.
Turning our attention to percentages, soft or non-alcoholic drinks are preferred by 58% of Romanians, followed by coffee (55%) and alcoholic drinks (45%), the latest ones being preferred significantly more by men (56% vs. 35% women). When it comes to food, pizza is preferred by Romanians (61%), followed by traditional or international cooked food (41%), fast food (39%) and dessert (39%).
Behind these choices are three main motivations, with most choosing what to consume out of impulse/ craving (28%), habit/ preferred tastes (27%) or a desire to experiment/ try something new (25%). We see different trends, with women ordering more out of impulse/ craving (34% vs. 22% men), mature people over 55 years old prefer their favourite/used tastes (32% vs. 27% total sample), and people with the highest income (over 4500 RON) are the most open to try new tastes and have new experiences (35% vs. 25%).
Moreover, 2 out of 10 Romanians declare that they choose what to consume based on what those they are out with consume, with men being more likely to be influenced by the choices and opinions of others (23% vs. 14% for women).
Marius Luican, CEO of Reveal Marketing Research:
“The results of the study reveal first of all a strong emotional component associated with going out in different Horeca locations, with the consumption of different foods or drinks usually taking place in a social setting, together with other people. Whether we are talking about indulging the senses, enjoying favourite tastes or satisfying more functional needs such as quenching hunger or thirst at a particular time of day, going out is mainly about the comfort and well-being of spending time with others and a perfect opportunity to connect with them.”
Visiting someone’s home – undeniable proof of the importance Romanians attach to the people who really matter in their lives
When it comes to favourite activities when free time is spent at home, top preferences include housework (65%) – especially for women (72% vs. 57%), watching movies/series (62%) and spending time on social networking sites (60%). Other trends are that women spend significantly more time than men on personal care rituals at home (46% vs. 27%), while men are more informed about topics of interest (52% vs. 44% women).
According to the Reveal Marketing Research results, visiting someone’s home is one of the main leisure activities Romanians prefer (55%). During these visits, Romanians most often socialize, have conversations (78%), prepare meals (57%) and consume various alcoholic or non-alcoholic beverages (45%).
Visiting has a profound significance, especially in the context of close relationships, as the act of physically visiting someone demonstrates the strong bond between individuals and their desire to “value the relationship” by investing time and sharing one of their most personal spaces – their own home. As the data shows, these visits are the perfect opportunity to socialize with loved ones in a comfortable and familiar environment, and in general, visiting is about strong and lasting interpersonal connections.
Looking at the age categories, we see that 18-24 year olds are more likely to play board games or video games (35% vs. 24% total sample), while 25-34 year olds are more likely to listen to music (51% vs. 39% total sample) or order food online (31% vs. 25% total sample).
Marius Luican, CEO of Reveal Marketing Research:
“It was expected that there would be a redefinition of consumption habits in the context of Covid-19 and that some of these behaviors would remain integrated in the current routine of individuals. This is also the case with “food delivery” services, which now enjoy greater openness on the part of consumers. According to the data, young people between 25-34 years old are the ones who stand out with a higher frequency of use compared to the rest of the age segments, they representing one of the main consumption categories in modern society, especially if we refer to entertainment activities and relaxation”
4 out of 10 Romanians currently feel changes in their behaviors and social habits, which they attribute to the Covid-19 period
57% of Romanians declare that their habits and activities have completely returned to the old normality before the pandemic. A third of Romanians (33%) declare that they notice changes in their habits and routine, especially young people between 18-34 years old (42%), while for 7% mention that the pandemic has largely changed their consumption habits.
The pandemic has accelerated the adoption of remote work and led to a re-evaluation of ways to spend free time (e.g .home hobbies, virtual socializing, online shopping, etc.), and these changes that have brought both opportunities and challenges, emphasizes the need for flexibility, adaptability and focus on new relaxation activities aimed at increasing personal well-being.
Compared to the period before the pandemic, Romanians currently spend more time at home (26%), buy less clothes (20%), cook more often at home (18%) and are more concerned about health – sports, exercise, healthier diet (13%).
Other changes mentioned are greater frequency of online orders (11%), more frequent visits to close ones (11%), establishing closer relationships with loved ones (11%), diversity of recreational activities to recover time from the pandemic (10 %) and the increased incidence of video calls (10%).
6 out of 10 Romanians admit that their consumption and purchase decisions are influenced by the opinions of those close to them
58% of Romanians believe that they are influenced by those close to them when they decide how, when and where they buy different products, brands or services, while 42% declare that they have clearly established preferences and that others can influence them to a very small extent. It should be noted that the representatives of generation Z (18-24 years old) are the ones who are more likely to notice that their choices are influenced by others (83%).
If we refer to the categories of products and services, the peer group has the greatest influence in the choice of travel/how to spend holidays (42%) and in the choice of food and drink (33%).
Depending on gender, we notice that men are more easily influenced than women when it comes to clothing and footwear (34% vs. 24% women), food and drink (38% vs. 30% women) or furniture and decorations (34% vs. 25% women).
Another trend is represented by the fact that those with the highest incomes (over 4500 RON) declare themselves to be the most influenced by their close ones in their everyday choices, because their financial possibilities allow them to consume more, and individuals can adjust their different choices, consciously or unconsciously, to align with the preferences and desires of those close to them.
Who are the close people in whom Romanians trust the most?
Most Romanians have the greatest trust in parents (74%), life partner (73%), children (63%), close friends (58%) and godparents (46%). At the opposite pole, we note that the lowest scores were recorded by work colleagues (35%), acquaintances (30%) and neighbors (28%).
The opinion of close ones greatly influences the decisions of Romanians when they when they decide to buy a house (44%), to make major decisions for their lives (43%), especially in the case of young people between the ages of 18-24 (54%), or when deciding which destinations to choose for vacations (42%). On the other hand, the way they choose to dress is the least influenced aspect by the opinions of others (33%).
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.
Methodology: Reveal Marketing Research study was conducted online between 24-28 iulie 2023, on a representative sample of urban internet users aged 18+. The sample size was 1002 respondents, and the maximum sampling error is +/-3.1% at 95% confidence level. The study also included a qualitative exploratory approach through 6 in-depth interviews, which involve a thorough analysis of consumer motivations, behaviors and habits.