When your company enters a new country, the most important step you can take is to learn about that country’s culture, economy, and regulations. Rules of thumb for international operations and commissions can only get you so far. Take time to get to know individual markets. Today, let’s take a look at Portugal.
The World Federation of Direct Selling lists Portugal as having 195,180 distributors in 2014 with the equivalent of 279 million US dollars in sales. The Portuguese market remained steady over the past 3 years. Alturas and Santos (2009) researched the consumers of direct sales products in Portugal. Although Portugal is a small market, the insights gained about consumers provides a window into the European market, which ranks third in the world—behind Asia (first) and the Americas (second).
We know from other research that direct sales consumers in the U.S. list convenience, ability to handle the product, and personal attention as advantages (Ridgway, 1989). We also know that consumers of direct sales products and services tend to have higher education levels.