La presente tesis profundiza en los sectores minoristas en Francia y en Colombia, así como explica los formatos de descuento y trata de aproximarla a Colombia, un país donde todavía no está presente pero tiene un enorme potencial de crecimiento debido a la situación social y económica. condiciones Las dos preguntas que este estudio intenta responder son: 1. ¿El comercio minorista colombiano está listo para adoptar el modelo francés Hard Discount? 2. ¿Cuáles son las diferencias entre los consumidores colombianos y franceses? Por otro lado, este presente estudio aborda aspectos de comportamiento del consumidor intercultural que afectan la presencia de estrategias de personas y empresas en todo el mundo. Para responder a la segunda pregunta, se tomaron en cuenta dos estudios de mercado: uno, que contiene información sobre un estudio de información primaria realizado en Colombia sobre el sector de descuento duro en segmentos de bajos ingresos; y segundo, información secundaria encontrada en Eurostaf (2009) sobre el comportamiento del consumidor francés y los hábitos de compra. En resumen, el resultado de este estudio encontró que la primera y la segunda preguntas respondieron positivamente: primero, una cadena de descuento dura en Colombia sería viable; y segundo, a pesar de las diferencias sociales y económicas, los consumidores franceses y colombianos no son muy diferentes.French retailing and hard discount sector. French Context: Actual State of retail Sector (EUROSTAF, 2009) Hard Discount MODEL in depth The Hard Discount, an answer to established hyper and supermarkets An effective and profitable model Profitability The Evolution from Hard Discount to Soft Discount A highly concentrated market Colombian retailing and hard discount sector Colombian Context: Actual State of Retail Sector Financial Evolution Sector concentration Different formats present in Colombia The Real Core of the study: Hard discount in Colombia Cross cultural consumer behavior Why : Cross cultural consumer behavior (looking with other eyes) Culture and consumer behavior Needs hierarchy Individualism and collectivism, referring to values touched by cultural values, and differing regarding which actors are involved Some important aspects influencing consumer behavior: Institutions, social conventions, habits, and customs. The Influence of culture on selected aspects of consumer behavior Ethnic Consumption The integration in a foreign culture The acculturation strategy Ethnicity as identity International Channels of Distribution: Culture and negotiation Market study Colombian Consumer Behavior Survey Results: ‘Encuesta Proyecto “No Frills” – Proyectos de Inversión’ French consumer behavior results Theoretical conclusions: are French and Colombian consumers enormously different?Administrador de EmpresasWorld class sectors like French Retailing can be useful for shaping what is today world retailing panorama. The present thesis goes deeply into retailing sectors in France and in Colombia, as well as explains the Hard Discount formats and tries to approximate it into Colombia, a country where it is not present yet but has a huge growth potential due to the social and economic conditions. The two questions this study tries to answer are: 1. Is Colombian retailing ready to adopt the French Hard Discount model? 2. What are the differences between Colombian and French consumers? In the other hand, this present study deals with cross-cultural consumer behavior aspects affecting the presence of people and companies strategies’ all around the world. In order to answer the second question, two market studies were taken into account: one, containing information about a primary information study conducted in Colombia about the hard discount sector in low income segments; and second, secondary information found in Eurostaf (2009) about French consumer behavior and purchasing habits. To sum up, the result of this study found that the first and the second questions where positively answered: first, a hard discount chain in Colombia would be viable; and second, in spite social and economic differences French and Colombian consumers are not very much different.Pregrado