From Consumer Confidence to Consumer Behavior
Consumer Confidence Index (CCI) is one of the leading indicators reflecting how people feel themselves in a particular period of time. In short, it is an aggregated index of how people evaluate their current personal wellbeing, their expectations regarding future wellbeing, as well as their short-term and long-term expectations about developments of the national economy. The index is measured based on consumer surveys regularly conducted by GfK Ukraine.
The CCI clearly translates into general attitudes and behavior of people towards societal processes and consumer behavior in majority of markets. In general, the higher the index, the more optimistic people are. However, the index dynamics itself does not reflect peculiarities of consumer behavior as optimism or pessimism can have different shades.
We tried to look deeper into consumer confidence and analyze factors affecting consumer optimism or pessimism. These might help us to see how the consumer evolves and what can be expected for the future in terms of consumer behavior.