Contrastando la experiencia de compra en dos formatos detallistas

Abstract

Although the large chains have gained ground in the global retail market, in Colombia, the traditional format known as “neighborhood store” maintains a participation greater than fifty percent (50%) of the market. Through this work we want to know if there are differences in the shopping experience in the two formats that lead the participation in sales. Selecting the most representative segment in size and members with decision and purchasing power by family nucleus, a focus group and twelve interviews with clients were carried out, in which twenty-four attributes were identified that make up the personal product purchase experience and for home. Once these were identified, a survey was conducted that allowed comparing the shopping experience for the segment chosen in the two formats.