Quantitative and qualitative study of shopper behaviour in hyper markets

Juan David Giraldo and Napoleon Franco

This article describes the methodology of a purchase behavior observation study, known but little used in Latin American countries, and its applications that helped to categorize management decisions in hypermarkets in Colombia for the direction of four categories of beverages and chocolate candies.

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 ...

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