Percepciones de los consumidores de Pereira sobre la oferta de productos en los supermercados de bajo costo “Hard Discount”

Abstract

The following document includes the development of a research degree project, from which a detailed observation of the perceived value of consumers in the city of Pereira is made, but specifically in the University of the city, given that here there is a mixture ideal of SES 2 to 5, on the offer found in the low-cost format of the industry of the surpassed, this research is carried out through surveys and in-depth interviews that allow observing the consumer, their perceptions, their judgments about the low-cost format but above all to investigate the relevance of variables such as the brand, the price or the packaging of the product when making purchasing decisions and the value they attribute to these variables. In the same way, in this document are the conclusions reached through the analysis of the information collected from the consumer, where one of the most relevant findings is that the savings are perceived not only as a lower outlay of money, but as a everything, which includes saving time, shorter routes, and mainly not having to make as many decisions. To end this observation, if we add the depth in concepts such as purchase envelopes, perception of the offer in detail about the attributes and the type of experience that is carried out in this supermarket format.