Recently, Brazil completed 25 years of market opening. As a consequence, consolidation of an “import culture” is still a work in progress for companies and individual consumers alike. However, there is far less resistance today to the purchase of imported goods.
Companies now recognize that imported goods can offer a cheaper and more efficient alternative, including lower costs, a critical factor to ensure the competitiveness of their products, especially in the case of exporting firms.
In regard to individual consumers, the distinctions made between products are far more centered on quality and price factors than on origin.
Above all, consumers seek guaranteed post-sale technical assistance services and the full exercise of their rights before suppliers, as in the case of defective products.
The demand for locally produced x imported goods
Therefore the sales strategies adopted by exporters should focus particular attention on these aspects through:
- Implementation of an efficient and accessible customer assistance network;
- Supply of detailed product information;
- Establishment of efficient communications channels with consumers (telephone and online) to clarify questions regarding the operation of products and provide solutions to problems relating to factory defects;
- Launch of advertising campaigns emphasizing the three factors above and reinforcing for consumers the company’s genuine and real concern with ensuring customer satisfaction.