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Mercadona, a household name among customers
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Mercadona supermarket, a favourite among customers from 11 autonomous regions. (Photo: Lia Russo)
Mercadona, a household name among customers
SPAIN
Thursday, May 10, 2012, 16:20 (GMT + 9)
The Association for Research in Media (AIMC) found out that the facilities belonging to Mercadona, Carrefour, Dia and Eroski are the most frequently visited by Spanish consumers to do their shopping.
According to the study ‘Trade and shopping,’ Mercadona supermarket is the most widely mentioned supermarket in 11 out of the 17 autonomous regions where over 10,000 interviews were carried out.
Meanwhile, Eroski´s facilities were the most often mentioned in the Basque Country, Navarra and Galicia; it was the case of Carrefour in Cantabria; and of Dia in La Rioja.
According to the investigation by AIMC, 48.8 per cent of the surveyed people said that price is one of the two most important factors when choosing a supermarket to buy food.
Another factor is the proximity of the facility, as 44 per cent of the respondents said, the agency Europa Press reported.
In third place was quality, which was selected by 41.1 per cent of the consumers participating in the survey.
The report also notes that in the last four years there has been an increase from 38.2 per cent to 44.5 per cent in the rate of consumers who regularly choose the cheapest products.
Moreover, in the same period there has been a drop from 64.7 per cent to 56.1 per cent in the proportion of people who say they only buy reliable brands.
Meanwhile, 51.6 per cent of the respondents believe that off-brands have equal quality as that of the major manufacturers’ brands; for more than 62 per cent of the respondents considered the quality of off-brands depends on the company; and for 40 per cent it depends on the product.
Researchers discovered in the context of the crisis currently faced in the country, consumers plan what to buy, as 57.6 per cent of respondents said they are more careful when shopping.
Before the crisis, in 2007, 47.1 per cent of consumers said they planned what to purchase more thoroughly.
The report also indicates that in 2011, Mercadona sold products for EUR 17.831 million, that is to say, 8 per cent more than in 2010 and EUR 531 million higher than what had been expected, according to EFE agency.
A rate of 11.7 per cent of all respondents stated that buying over the Internet makes life easier, compared to 10.6 per cent in 2010.
By Analia Murias
editorial@fis.com
www.fis.com
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