{"id":11488,"date":"2025-07-29T13:01:18","date_gmt":"2025-07-29T13:01:18","guid":{"rendered":"https:\/\/in-storemedia.com\/?p=11488"},"modified":"2025-07-29T13:01:18","modified_gmt":"2025-07-29T13:01:18","slug":"quels-sont-les-habitudes-dachat-en-espagne-au-chili-et-en-argentine-analyse-de-lobservatoire-shopper-experience","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/fr\/quels-sont-les-habitudes-dachat-en-espagne-au-chili-et-en-argentine-analyse-de-lobservatoire-shopper-experience\/","title":{"rendered":"Quels sont les habitudes d\u2019achat en Espagne, au Chili et en Argentine ? Analyse de l\u2019Observatoire Shopper Experience"},"content":{"rendered":"<p style=\"text-align: center;\">Au mois de juin, in-Store Media a analys\u00e9 le comportement des consommateurs sur trois march\u00e9s cl\u00e9s, r\u00e9v\u00e9lant des donn\u00e9es qui renforcent l\u2019importance d\u2019adapter les campagnes \u00e0 chaque contexte local.<\/p>\n<h3>Le magasin physique reste en t\u00eate dans le secteur de la grande consommation<\/h3>\n<p>En Espagne, au Chili et en Argentine, le <strong>magasin physique continue de dominer comme canal d\u2019achat<\/strong> : 97 % des acheteurs en Espagne, 93 % au Chili et 93 % en Argentine<a href=\"#_ftn1\" name=\"_ftnref1\">[1] <\/a>privil\u00e9gient ce format.<\/p>\n<p>En Espagne, la <strong>nouvelle habitude d\u2019achat est plus tactique et fr\u00e9quente<\/strong> : les consommateurs effectuent en moyenne 3,2 visites par mois dans les hypermarch\u00e9s et 4,7 dans les supermarch\u00e9s. Une tendance similaire est observ\u00e9e au Chili, mais de fa\u00e7on plus marqu\u00e9e, avec une fr\u00e9quence moyenne sup\u00e9rieure \u00e0 6 visites mensuelles. <\/p>\n<h2>Habitudes d\u2019achat : fid\u00e8les \u00e0 la liste ?<\/h2>\n<p>Le Chili et l\u2019Espagne sont \u00e0 \u00e9galit\u00e9 en mati\u00e8re d\u2019utilisation de liste de courses : 65 % des personnes interrog\u00e9es en Espagne et au Chili <strong>utilisent une liste, mais parcourent le magasin pour compl\u00e9ter leurs achats<\/strong>. En Argentine, o\u00f9 le consommateur est davantage habitu\u00e9 \u00e0 l\u2019inflation, ce chiffre tombe \u00e0 53 %. <\/p>\n<p>Un \u00e9l\u00e9ment diff\u00e9renciant en Espagne est que <strong>seulement 14 % des r\u00e9pondants suivent strictement leur liste<\/strong>, ce qui r\u00e9v\u00e8le un fort degr\u00e9 d\u2019influence dans le point de vente : 86 % reconnaissent se laisser guider par la disposition et les stimuli en magasin.<\/p>\n<h2>Prix et promotions : les grands moteurs en p\u00e9riode d\u2019incertitude<\/h2>\n<p>Dans un contexte mondial incertain, <strong>le prix et les promotions s\u2019imposent comme les principaux moteurs de d\u00e9cision :<\/strong> <\/p>\n<ul>\n<li>Au Chili, 64 % d\u00e9clarent avoir achet\u00e9 plus de produits en promotion r\u00e9cemment.<\/li>\n<li>En Espagne, 71 % choisissent leur point de vente en fonction des promotions, soit une augmentation de 21 points par rapport \u00e0 2021.<\/li>\n<li>En Argentine, 96 % affirment avoir \u00e9t\u00e9 plus attentifs aux r\u00e9ductions cette derni\u00e8re ann\u00e9e.<\/li>\n<\/ul>\n<p>Par ailleurs, 68 % des consommateurs espagnols seraient pr\u00eats \u00e0 changer de marque pour une promotion attractive. L\u2019Argentine montre un comportement similaire, avec 71 % des acheteurs pr\u00eats \u00e0 modifier leur d\u00e9cision d\u2019achat pour profiter d\u2019une offre. En revanche, ce pourcentage tombe \u00e0 53 % au Chili.  <\/p>\n<h2>Marque de distributeur : une tendance en hausse en Espagne et au Chili<\/h2>\n<p>Au Chili, 15 % des consommateurs d\u00e9clarent acheter toujours des marques propres, tandis que 35 % le font fr\u00e9quemment, ce qui signifie que 50 % privil\u00e9gient r\u00e9guli\u00e8rement ce type de produits.<\/p>\n<p>En Espagne, la marque de distributeur continue de gagner du terrain, notamment dans des cat\u00e9gories essentielles comme le petit-d\u00e9jeuner, l\u2019entretien de la maison et les produits laitiers. Au cours des 15 derni\u00e8res ann\u00e9es, sa p\u00e9n\u00e9tration est pass\u00e9e de 32,3 % \u00e0 51,5 %. Toutefois, <strong>plus de la moiti\u00e9 des consommateurs combinent marques de distributeur et marques nationales<\/strong>, qu\u2019ils continuent d\u2019appr\u00e9cier pour leur qualit\u00e9, leur go\u00fbt et leur innovation.  <\/p>\n<h2>Quels m\u00e9dias influencent le plus la d\u00e9cision d\u2019achat ?<\/h2>\n<p>Dans les trois pays analys\u00e9s en juin, <strong>le m\u00e9dia qui exerce le plus d\u2019influence sur la d\u00e9cision d\u2019achat<\/strong> est la communication sur le point de vente, devant la t\u00e9l\u00e9vision, la publicit\u00e9 ext\u00e9rieure (OOH) et les r\u00e9seaux sociaux. Cette donn\u00e9e renforce l\u2019importance des activations et des messages strat\u00e9giques dans l\u2019environnement du retail, surtout dans un contexte o\u00f9 le comportement d\u2019achat est devenu plus tactique et ax\u00e9 sur les \u00e9conomies. <\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> Donn\u00e9e de l\u2019\u00e9tude OSE Argentine 2024.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au mois de juin, in-Store Media a analys\u00e9 le comportement des consommateurs sur trois march\u00e9s cl\u00e9s, r\u00e9v\u00e9lant des donn\u00e9es qui renforcent l\u2019importance d\u2019adapter les campagnes \u00e0 chaque contexte local. Le&#8230;<\/p>\n","protected":false},"author":3,"featured_media":11482,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[236,51],"tags":[247,246,248,126,70],"class_list":{"0":"post-11488","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ose-fr","8":"category-tendances-et-insights","9":"tag-analyse","10":"tag-habitudes-dachat","11":"tag-insights-fr","12":"tag-ose-fr","13":"tag-tendendances"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quels sont les habitudes d\u2019achat en Espagne, au Chili et en Argentine ? \u2013 in-Store Media<\/title>\n<meta name=\"description\" content=\"Nous analysons les habitudes d\u2019achat en Espagne, au Chili et en Argentine \u00e0 partir des donn\u00e9es de l\u2019Observatoire Shopper Experience. 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