CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

ABC

da

Constru??o

in

BrazilConsumer

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

ABCdaConstru??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,

asofDecember202472%

of

ABC

da

Constru??o

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??ABCdaConstru??o’s

branding

resonates

with

Gen

Z?ABCdaConstru??o

ranksninthinawareness

withinsimilarly

to

other

brandsinthe

industrythe

DIY

&garden

online

shopmarket?ABCdaConstru??o

generally

appealstomen

morethan

women?Thepopularity

ratingof

ABCdaConstru??o

is32%?ABCdaConstru??o

ranksseventh

inusage?Among

ABCda

Constru??o

enthusiasts,47%

fallunderthe

high-income

category?Interms

of

loyalty,ABCdaConstru??ois

outsidetheTop

10

inBrazil?Consumers

want

theirDIY&gardenonline

shopbrandstohavehonesty

/trustworthiness,

reliability,andauthenticity?ABCdaConstru??o

hasascore

of23%

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

ABC

da

Constru??o

at

72%Brand

profile:

snapshotBrand

performance

of

ABCdaConstru??o

inBrazil72%35%32%23%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=437,

respondents

who

know

the

individual

brand

(popularity),

n=437,respondents

who

know

the

individual

brand

(usage),

n=93,

respondents

who

have

used

the

individual

brand

(loyalty),

n=437,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ABC

da

Constru??o’s

branding

resonates

with

Gen

Z

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeABCdaConstru??obygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatABCdaConstru??o

islikedby4%

ofBabyboomers

and

25%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

27%,

respectively.29%27%27%25%ForMillennials

andGen

Z,

42%

and

29%

feel

positivelytowards

ABCdaConstru??o,versus

41%

and27%.

Socurrently,

forABCdaConstru??o,Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

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=139,

ABC

da

Constru??o

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024ABC

da

Constru??o

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ABCdaConstru??oshowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ABCdaConstru??ohasahigherproportion

ofLGBTQIA+49%51%51%49%51%

ofmen

likeABCdaConstru??ocompared

to

49%

of

women,

whereasfortheoverall

industry,51%

of

womenuseDIY&garden

onlineshops86%89%consumers

when

compared

totheindustryusers

ingeneral.compared

to

49%

of

men.11%

ofABCdaConstru??o

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.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=139,ABC

da

Constru??o

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

ABC

da

Constru??o

enthusiasts,

47%

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.8%7%Single36%13%14%CoupleSingleparentNuclear47%47%

ofABCdaConstru??o

enthusiastsarefrom

high-income

households.ABCdaConstru??o’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofABCdaConstru??oenthusiastshavethiscurrent

living

situation.3%9%42%37%33%31%26%Multi-generational9%8%23%22%ExtendedOther26%2%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=139,

ABC

da

Constru??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%ABCdaConstru??ousers

alsoappreciate

these

key

attributes,indicating

ABCdaConstru??o

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatABCda

Constru??oenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessABCdaConstru??oshould

work

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=93,

ABC

da

Constru??o

users’,n=139,

ABCda

Constru??o

enthusiast,

n=1,040,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

ABC

da

Constru??o

fans,

45%

state

that

they

get

excited

about

DIY

&garden

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?45%45%44%40%39%35%34%33%32%30%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=139,

ABCdaConstru??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.1172%

of

ABC

da

Constru??o

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinBrazil

is52%.Awareness

ofABCdaConstru??o,however,

isat35%.Awareness32%

ofBrazilian

DIY&gardenonline

shopusers

saythey

likeABCdaConstru??o,compared

to

anindustryaverage

brand

popularity

of38%.21%

ofindustryusers

inBrazil

saythey

useABCdaConstru??o,

withtheaverage

usageof

abrandat24%.BuzzPopularity72%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

82%.ABCdaConstru??ohasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of23%compared

to

27%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=437,

respondents

who

know

the

individual

brand

(popularity),

n=437,respondents

who

know

the

individual

brand

(usage),

n=93,

respondents

who

have

used

the

individual

brand

(loyalty),

n=437,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ABC

da

Constru??o

ranks

ninth

in

awareness

within

the

DIY

&

garden

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofABCdaConstru??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%2Suvinil3Leroy

MerlinC&C-CasaeConstru??oMadeiraMadeiraDeca35%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.665%7Telhanorte8SodimacOutofallrespondents,

35%

were

aware

of

ABCdaConstru??o.

Thisranksthemninth

compared

to

otherbrandssurveyed

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

of

ABC

da

Constru??o

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofABCdaConstru??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%2Suvinil32%3HAVAN4C&C-CasaeConstru??oMadeiraMadeiraTelhanorteDecaOutofconsumers

who

knew

thebrand,

32%

saidtheyliked

ABCdaConstru??o.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.56768%8ABC

daConstru??oCassol9PopularityN/A10Balaroti14

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=437,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ABC

da

Constru??o

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofABCdaConstru??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

Merlin21%2HAVAN37%3Suvinil34%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

ABCdaConstru??o.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.4C&C-CasaeConstru??oMadeiraMadeiraTelhanorteABC

daConstru??oCassol32%527%623%721%821%79%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=437,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

ABC

da

Constru??o

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofABCdaConstru??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.1Obramax2Leroy

MerlinSuvinil91%28%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%72%882%982%Outofrespondents

whohaveused

ABCdaConstru??o,

72%

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=93,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024ABC

da

Constru??o

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofABCdaConstru??oRank#

BrandBuzz%61%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1HAVAN23%2Leroy

MerlinSuvinil54%337%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutABCdaConstru??o

inthe

media.Thisranksthemseventh

compared

to

other

brandssurveyed

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

daConstru??oTelhanorteDeca23%77%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=437,

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

exclusiveStatista

surveys.

Lever