What will be the impact of the opening of the World Cup on Valentine's Day celebration? To answer the question, Shopper Experience, a leader in research based on the “secret client” methodology, interviewed 2,252 people from the country’s main capitals. The survey revealed that 73.67% of respondents intend to celebrate the date against 26.33% who should not celebrate. Among those who should not celebrate Valentine's Day, 35,21% said that the decision was joint, that is, taken by the whole family. A minimum portion – formed by 0.75% of the interviewees – broke the relationship because of the impasse.
According to Stella Kochen Susskind, president of Shopper Experience, the research reveals that most boyfriends did not approve the idea of anticipating the date for June 11. “We have a contingent of 59.37% of people who hated the proposal, stating that the commemorative dates are not subject to change,” the research coordinator said. On the other hand, among those who will not formally celebrate Valentine's Day, 36.01% agreed with their partner and accepted without problems. “In fact, this portion even thinks that cheering together is romantic,” adds the executive.
The survey conducted by Shopper Experience included 2,252 interviews – secret clients of the company's database, composed of 80,000 active consumers – men and women of classes A, B and C, living in the main capitals of the country: São Paulo, Rio de Janeiro, Curitiba, Recife, Belo Horizonte, Salvador, Fortaleza, Porto Alegre and Manaus. The survey “Dia dos valentines e Copa do Mundo” was conducted between May 15 and 29, 2014, with 15.54% single people; 16.12% stable union; 43.21% married; 3.20% divorced; 21.49% dating/staying; and 0.44% widowers.
RESEARCH HIGHLIGHTS
If you're not celebrating, whose decision came from?
– 9,86% – It was my decision, after all the World Cup in Brazil is sacred.
– 6.93% – The decision was made by the partner, because he/she thinks that the world cup in Brazil is sacred.
– 35,21% – The decision was for the whole family!
If you're not celebrating Valentine's Day and it wasn't your decision, you're:
– 36.01% – He agreed/accepted without problems; he found the program to cheer together romantic.
– 5,06% – He agreed, but unwilling, hoping that energy and popcorn will be lacking that day!
– 4.71% – It decided to show that you are the boss of the relationship; No World Cup, because today is fondue day.
– 0,75 % – The situation became so ugly that they broke the relationship (17 people).
There are several advertisements suggesting Valentine's Day is celebrated on June 11th, that is, the day before. Do you like that idea?
– 40.10% – Yes. It's innovative!
– 59, 37% – I hated it! Valentine's Day is June 12; commemorative dates are not subject to change!
Source: Printec Communication
