Consumer Profiles for Portugal uses an innovative, comprehensive ten-segment model for effective market investigation and identification of your target audience. It is the first product in its class to offer ten consumer types validated across multiple countries.
Consumer Profiles for Portugal
This Consumer Profiles product presents the population of Portugal, divided into ten easy-to-understand consumer classifications.
The product is based on segmentation criteria including socio-demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour in Portugal. The data has been drawn from a representative global survey of around 30,000 consumers with various, relatively homogeneous, populations with different consumer characteristics and buying patterns. The research is then distilled into globally identifiable consumer profiles. Consistent and comparable data, with seamless transitions across borders, make this product ideal for international projects.
Consumer Profiles for Portugal can be purchased on its own or bundled with GIS polygon data for administrative regions, postcodes and small areas. This effective combination will allow you to perform enlightening analysis supported by stunning visualisations.
Situated on the Iberian peninsula in southwestern Europe, and bordering Spain, the Republic of Portugal is one of the oldest European states. It is made up of mainland Portugal and the autonomous Atlantic territories of the Azores and Madeira. The capital city is Lisbon.
Run as a dictatorship for over half of the twentieth century, Portugal is now a semi-presidential republic, with 308 municipalities, plus Madeira and the Azores. Portugal was one of the great exploring maritime nations. As a result, there are over 250 million Portuguese speakers around the world.
Portugal is a highly developed country. Business services have overtaken traditional industries such as textiles, footwear, cork and wood, to become the drivers of the Portuguese economy. Tourism is an important sector and Portugal has become one of the top twenty most visited countries.
It has a declining birth-rate and an ageing population. Reflecting the country’s history, Portugal’s strong cultural heritage is peppered with influences from other continents and civilizations. It is strong in the arts, football and of course, renowned for wine.
On the world stage it is a member of the United Nations and the European Union.
Consumer Profiles for Portugal
Number of Regions
For each region type available, Consumer Profiles for Portugal data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon for a description of each classification.
These consumers have the highest per-capita income of all segments. They tend to be young and successful, with a significantly higher level of education than most other groups and are self-employed or in managerial positions. They don’t have children yet and tend to live in metropolitan areas either alone or with partner/friends. As a high disposable income group, these people typically spend the most money on clothes. In terms of choice of smartphone, Apple is preferred to Samsung.
This group is older, with grown-up children who have left home. They have a high per-capita income but would rather ‘go shopping’ than buy online. As consumers, they are brand-loyal and will search for quality products from favoured retailers.
Older, and generally living alone or as part of a couple, these people have an above average per-capita income, but an average household income. As consumers, value for money is extremely important and purchases are carefully researched and planned. They tend to be environmentally very aware and will embrace innovation.
Generally successful office workers, and keen on-line shoppers, the consumers in this group have an above average per-capita income. As a rule, they tend to be conspicuous consumers with high expenditure on watches, jewellery and sporting goods. They are environmentally aware and look for quality and innovation in a product.
This segment represents consumers with the highest household income and the highest expenditure across most product groups. As the group consists of families with children, the per-capita income is lower than you would expect. With high levels of education, most work in management roles and live in metropolitan areas or large cities. Overall, they are keen shoppers and the most frequent users of online shopping sites. They can be characterised as ‘early adopters’, with a very high usage of smartphone technology and social media. In terms of choice of smartphone, Apple is preferred to Samsung.
With an average per-capita income, this segment consists mainly of retired couples without children at home. As consumers they are brand and product loyal and place a high importance on value for money. As a group, security is important and a strong emphasis is placed on relationships and being part of a community.
These consumers have a below average per-capita income. They are socialisers who place a high value on a sense of belonging as well as a sense of excitement and spontaneity. They are interested in new products, but as a rule don’t undertake any pre-purchase research.
Often younger and with children this group has a below-average per-capita income. As consumers, value for money is important as are favourite brands. Education, security and tradition are high on the list of personal values.
This group has an above average household income, but as it is primarily made up of households with young children, the per-capita income is lower. Adults are either self-employed or in managerial positions. As consumers they are brand loyal but will embrace new products. The group ranks high on spend in the sports product and education categories. Excitement is an important driver too.
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