– What are the purchasing habits in Greater Geneva?
A survey has just been launched to probe the consumption practices of residents of the Franco-Valdo-Geneva region. Participation, voluntary, is done via social networks.
Published today at 11:59 a.m.
In neighboring France, the Swiss mainly buy food products, while in Switzerland, the French mainly benefit from offers on certain products, such as furniture or cultural goods.
LUCIEN FORTUNATI
What do we buy in Greater Geneva, where, why and how? These are the main questions that must be answered investigation which have just been launched by the Canton of Geneva, the Region of Nyon and the Pôle métropolitain du Genevois français (PMGF). The aim is to better understand the purchasing habits of consumers in the Franco-Valdo-Geneva region.
“The survey covers purchases made within each of the three territories that make up Greater Geneva, that is to say the canton of Geneva, the region of Nyon and the French Genevois, as well as on purchases made on both sides of the Franco-Swiss border, but also further abroad,” explains Ingrid Carini, Greater Geneva Development project manager at the State of Geneva.
Basket of 30 products
A basket of 30 everyday consumer products will be analyzed, ranging from food to cultural and leisure goods, including personal equipment products (clothing, watches, perfumes and optics) and those for the home (furniture, household appliances, leisure electronics, DIY and gardening).
“The study is being carried out in two phases: the first was launched on April 26 and will last until the end of June, the second will take place between mid-June and the beginning of July,” specifies the manager. The first phase seeks to understand purchasing behavior; what products are consumed, where they are purchased and what modes of transport are used to get there. The second aims to assess consumer satisfaction and understand the reasons that push them to choose certain places of purchase rather than others.”
6000 respondents expected
The survey is carried out online, via the social networks Facebook, Instagram and TikTok. Anyone can participate, on a voluntary basis, by clicking on this link. “We are aiming for a minimum of 6,000 respondents, so that the survey is representative,” indicates Ingrid Carini.
The results of the study will be communicated this fall, “around next October-November,” she estimates. “Their analysis, carried out by a specialized private research firm, will make it possible to characterize the commercial offer according to the sites, to measure the attractiveness of urban commercial centers, at the entrance to the city or on the outskirts, as well as the impact of border,” she adds.
The weight of cross-border purchases
This is the second time that such a survey has been carried out in Greater Geneva. The first was organized in 2018. Nearly 6,000 residents participated.
It then emerged that businesses in the region achieved a total turnover of 7.1 billion francs or 6.1 billion euros. It was mainly for food products that the Swiss traveled to the French part of Greater Geneva, where the total amount of their purchases reached 416 million francs or 361 million euros per year. The reasons given were those of price, proximity and availability of the offer, including store opening hours.
In the opposite direction, the French went to the Swiss part of the region to take advantage of specific offers on certain types of articles, such as furniture, watches and jewelry and cultural and leisure goods, for an amount total of 148 million francs or 128 million euros annually.
Political decision support
The results of this first survey were used in particular by the authorities of Greater Geneva in their public planning policies. “This data constitutes a real decision-making aid to develop territorial strategies, complete the commercial offer, animate city centers, implement commercial projects or better understand the modes of travel favored by consumers based on the goods purchased », explains Ingrid Carini.
“The new survey will allow us to compare changes in consumption habits between 2018 and 2024, in particular since the commissioning of the Léman Express, the Covid-19 health crisis, inflation, as well as the development of online sales and home delivery,” she concludes.
Fabrice Breithaupt is a journalist and editorial secretary. He deals with Franco-Swiss cross-border issues, but also real estate, employment and training. He has been a PR journalist since 1995 (radio, then written press).More informations
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