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<\/p>\nIn today's consumer landscape, a nomenclature has emerged that characterises a different consumer profile: the Smart Shopper. They don't just consider price and quality when making purchasing decisions. Instead, they also evaluate the origin of products and think deeply about the real need for each purchase. This trend, initially identified in a specific market niche, is gaining relevance in general purchasing patterns.<\/p>\n
The growing presence of concepts such as sustainability, environmental impact and ethics in our daily lives is undeniable. These values, along with topics such as fair trade, solidarity, local suppliers and social impact, are beginning to be integrated into consumers' evaluations of brands, products and services. However, the core of the equation remains constant: the relationship between the value received and the price paid.<\/p>\n
Today, we are witnessing a redefinition of value, which is no longer strictly limited to price and quality. Today, consumers expect quality products as standard. The differentiator then lies in the story associated with the product, its origin, functionality, direct and indirect benefits, as well as the social impact it promotes. A product or brand that stands out for its positive practices, aligned with values of sustainability and ethics, increases its perceived value in the market. In contrast, products or brands associated with less ethical practices, such as child labour or damage to the environment, are quickly devalued, giving way to competitors more in line with current expectations.<\/p>\n
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The speed of information in the digital age plays a crucial role in this dynamic. Opinions and evaluations about companies and products circulate rapidly, shaping consumer perceptions and decisions almost in real time. To contextualise the distinction between a Smart Shopper and an ordinary consumer, let's consider some characteristics: The Smart Shopper carries out in-depth research, considering details, origin and opinions about products, while an ordinary consumer may limit themselves to a more superficial analysis or one based on recommendations. The former values multiple dimensions such as price, quality, sustainability and brand ethics, among others. The latter focuses predominantly on price and quality.<\/p>\n
A Smart Shopper uses multiple platforms, from forums, social networks, brand websites, labels and so on. The average consumer may give more weight to traditional advertising and personal counselling. The Smart Shopper evaluates the real need, avoiding impulsive purchases, while the average consumer may be more susceptible to promotions and impulses.<\/p>\n