brand kpis fuer heimwerker und garten onlineshops cundc casa e construcão in brasilien-英文（德文）培訓(xùn)課件2025.4

CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

C&C

-

Casa

e

Constru??o

inBrazilConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

C&C-Casa

eConstru??o’sperformance

inthe

DIY&garden

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202486%

ofC&C

-

Casa

e

Constru??o

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??C&C

-CasaeConstru??o’s

brandingresonates

more?C&C

-CasaeConstru??o

ranksfourthinawarenesswith

Gen

Xwithin

the

DIY&garden

onlineshop

market?C&C

-CasaeConstru??o

generally

appealsto

women

?Thepopularity

ratingof

C&C

-CasaeConstru??oismore

than

men

52%?Among

C&C

-CasaeConstru??oenthusiasts,37%

fall

?C&C

-CasaeConstru??o

ranksfourthinusageunderthe

high-income

category?Interms

of

loyalty,C&C-CasaeConstru??oisfifth

in?Consumers

want

theirDIY&gardenonline

shopbrandstohavehonesty

/trustworthiness,

reliability,andauthenticityBrazil?C&C

-CasaeConstru??o

hasascore

of

31%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

C&C

-

Casa

e

Constru??o

at

86%Brand

profile:

snapshotBrand

performance

of

C&C-Casa

e

Constru??o

inBrazil86%69%52%32%31%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=856,

respondents

who

know

the

individual

brand

(popularity),

n=856,respondents

who

know

the

individual

brand

(usage),

n=273,

respondents

who

have

used

the

individual

brand

(loyalty),

n=856,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024C&C

-

Casa

e

Constru??o’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%36%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeC&C-CasaeConstru??obygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatC&C

-CasaeConstru??o

isliked

by4%

of

Babyboomers

and

36%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is4%

and27%,

respectively.27%27%23%ForMillennials

andGen

Z,

36%

and

23%

feel

positivelytowards

C&C-CasaeConstru??o,versus

41%

and27%.

Socurrently,

forC&C

-CasaeConstru??o,

Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoDIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=445,

C&C

-

Casa

eConstru??o

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024C&C

-

Casa

e

Constru??o

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

C&C-Casa

eConstru??oshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

C&C-CasaeConstru??o

hasasimilar

proportion

of

LGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.51%49%53%47%53%

ofwomen

likeC&C

-Casa

eConstru??ocompared

to47%

of

men,whereas

forthe

overall

industry,51%

ofwomen

useDIY

&garden

onlineshopscompared

to

49%

of

men.88%89%10%

ofC&C-CasaeConstru??oenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

9%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

DIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=445,C&C

-Casa

e

Constru??o

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

C&C

-

Casa

e

Constru??o

enthusiasts,

37%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.9%7%Single37%36%11%14%CoupleSingleparentNuclear37%

ofC&C-CasaeConstru??oenthusiastsare

from

high-incomehouseholds.C&C-Casa

eConstru??o’s

brand

isgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,39%

ofC&C-CasaeConstru??oenthusiastshavethiscurrent

livingsituation.9%9%39%37%32%33%31%Multi-generational10%8%20%22%31%ExtendedOther2%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=445,

C&C

-

Casa

eConstru??o

enthusiast,

n=1,040,

DIY&

gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

DIY

&

garden

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

DIY&gardenonline

shop

brandsForDIY

&garden

online

shops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,

reliability,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%C&C-Casa

eConstru??o

users

alsoappreciate

these

key

attributes,indicating

C&C-CasaeConstru??oexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatC&C

-CasaeConstru??oenthusiastsareleastfocused

onare

high

valueandthrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessC&C-Casa

eConstru??o

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toDIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=273,

C&C-

Casa

e

Constru??o

users’,n=445,

C&C-

Casa

eConstru??o

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

C&C

-

Casa

e

Constru??o

fans,

39%

state

that

they

get

excited

about

DIY&

garden

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?43%39%36%35%34%33%32%31%30%25%25%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustDIY&gardenonlineshopstopicsrelating

toDIY&gardenonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

DIY&gardenonline

shops

do

youagreewith?”;

Multi

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=445,

C&C

-

Casa

eConstru??o

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1186%

ofC&C

-

Casa

e

Constru??o

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinBrazil

is52%.Awareness

ofC&C

-CasaeConstru??o,however,

is

at69%.Awareness52%

ofBrazilian

DIY&gardenonline

shopusers

saythey

likeC&C-CasaeConstru??o,

compared

toanindustryaverage

brand

popularity

of38%.BuzzPopularity32%

ofindustryusers

inBrazil

saythey

useC&C

-CasaeConstru??o,

withtheaverage

usageof

abrandat24%.86%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

82%.C&C-Casa

eConstru??o

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

31%

compared

to27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=856,

respondents

who

know

the

individual

brand

(popularity),

n=856,respondents

who

know

the

individual

brand

(usage),

n=273,

respondents

who

have

used

the

individual

brand

(loyalty),

n=856,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024C&C

-

Casa

e

Constru??o

ranksfourth

in

awareness

within

the

DIY

&

gardenonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofC&C

-Casa

eConstru??oRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1HAVAN90%86%77%69%67%66%59%36%35%35%2Suvinil31%3Leroy

MerlinC&C-CasaeConstru??oMadeiraMadeiraDeca45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Telhanorte69%8SodimacOutofallrespondents,

69%

were

aware

of

C&C

-CasaeConstru??o.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.9ABC

daConstru??oObramaxAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofC&C

-

Casa

e

Constru??o

is

52%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofC&C

-Casa

eConstru??oRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Leroy

Merlin70%54%53%52%44%44%40%32%31%26%2Suvinil3HAVAN4C&C-CasaeConstru??oMadeiraMadeiraTelhanorteDeca48%Outofconsumers

who

knew

thebrand,

52%

saidtheyliked

C&C-Casa

eConstru??o.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.552%678ABC

daConstru??oCassol9PopularityN/A10Balaroti14

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=856,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024C&C

-

Casa

e

Constru??o

ranksfourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofC&C

-Casa

eConstru??oRank#

BrandUsage

%48%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

DIY

&garden

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1Leroy

Merlin2HAVAN37%32%3Suvinil34%Outofconsumers

who

knew

thebrand,

32%

saidtheyused

C&C

-CasaeConstru??o.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.4C&C-CasaeConstru??oMadeiraMadeiraTelhanorteABC

daConstru??oCassol32%527%623%721%68%821%9Deca20%UsageN/A10Balaroti18%15

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=856,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

C&C

-

Casa

e

Constru??o

is

fifth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofC&C

-Casa

eConstru??o’s

consumersRank#

BrandLoyalty

%96%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Obramax14%2Leroy

MerlinSuvinil91%388%4HAVAN87%5C&C-CasaeConstru??oDeca86%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

DIY

&gardenonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7TelhanorteMadeiraMadeiraCassol83%882%86%982%Outofrespondents

whohaveused

C&C-Casa

eConstru??o,

86%

said

theywould

usethe

brandagain.10Sodimac80%LoyaltyN/A16

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=273,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024C&C

-

Casa

e

Constru??o

has

a

score

of

31%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofC&C

-Casa

eConstru??oRank#

BrandBuzz%61%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1HAVAN2Leroy

MerlinSuvinil54%31%337%Outofconsumers

who

knew

thebrand,

31%

saidtheyhadheardaboutC&C-CasaeConstru??ointhemedia.

This

ranksthemfourthcompared

tootherbrandssurveyed

inthismarket.4C&C-CasaeConstru??oMadeiraMadeiraCassol31%528%624%7ABC

daConstru??oTelhanorteDeca23%69%821%920%BuzzN/A10Balaroti18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=856,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

ex