Quantitative And Qualitative Study Of Shopper Behaviour In Hypermarkets
Drinks and chocolate candy categories in Columbia
Napolen FrancoandJuan David GiraldoNapoleon Franco % Cia S.A.
Introduction
In Colombia, like in other countries of Latin America, an important increase of the hypermarkets (great surfaces) is being experienced. The competition between hypermarkets and manufacturers and brand dynamics have stimulated the growing adoption, although late, of category management.
In this way, the threats for hypermarkets and producers in Colombia have been fascinating:
- to understand a consumer that traditionally ...