Price is the component with the most weight in decisions about purchasing products and services for residents of metropolitan Panama.
According to a survey by Ibope Media Panama, cited in an article in Capital.com.pa, "85% of those surveyed by Ibope Media in metropolitan Panama, including Panama, La Chorrera, Arraiján, Colón, and San Miguelito, look for the lowest prices when they shop. "
Private companies and government agencies spent about $200 million in 2011 on different media, an increase of 8% compared to 2010.
The slicing up the country’s advertising pie, according to type of media, was as follows: television received 72.7% of the ads, being the favorite, next came newspapers, with 15.35%, then radio, with 4.67%; followed by magazines, with 3.8% and outdoor advertising, with 3.41%.
Three brands, Alpina, Cristal and Ginger Ale Canada Dry, dominate the bottled water market.
These findings are based on the Multimedia Plus Study, by the firm Ibope Media, conducted on March, where people between 18 and 65 years old were interviewed and asked whether they had drank bottled water in the last thirty days.
The consumer is becoming a “prosumer.” Ad messages are no longer in one direction. They have become a dialogue instead.
It was Alvin Toffler who coined the term "prosumer" when he envisioned a scenario in which businesses would initiate a process of change to mass-produced customized products in order to continue increasing their profits in a market saturated with mass-produced standard products.
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