Alegem supermarketul din apropiere, nu pe cel mai ieftin
Joi, 11 Septembrie 2008, ora 01:22
DefSemiHidden="true" DefQFormat="false" DefPriority="99" LatentStyleCount="267"> UnhideWhenUsed="false" QFormat="true" Name="Normal"/> UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> UnhideWhenUsed="false" QFormat="true" Name="Title"/> UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> UnhideWhenUsed="false" QFormat="true" Name="Strong"/> UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> UnhideWhenUsed="false" Name="Table Grid"/> UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> UnhideWhenUsed="false" Name="Light Shading"/> UnhideWhenUsed="false" Name="Light List"/> UnhideWhenUsed="false" Name="Light Grid"/> UnhideWhenUsed="false" Name="Medium Shading 1"/> UnhideWhenUsed="false" Name="Medium Shading 2"/> UnhideWhenUsed="false" Name="Medium List 1"/> UnhideWhenUsed="false" Name="Medium List 2"/> UnhideWhenUsed="false" Name="Medium Grid 1"/> UnhideWhenUsed="false" Name="Medium Grid 2"/> UnhideWhenUsed="false" Name="Medium Grid 3"/> UnhideWhenUsed="false" Name="Dark List"/> UnhideWhenUsed="false" Name="Colorful Shading"/> UnhideWhenUsed="false" Name="Colorful List"/> UnhideWhenUsed="false" Name="Colorful Grid"/> UnhideWhenUsed="false" Name="Light Shading Accent 1"/> UnhideWhenUsed="false" Name="Light List Accent 1"/> UnhideWhenUsed="false" Name="Light Grid Accent 1"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> UnhideWhenUsed="false" QFormat="true" Name="Quote"/> UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> UnhideWhenUsed="false" Name="Dark List Accent 1"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> UnhideWhenUsed="false" Name="Colorful List Accent 1"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> UnhideWhenUsed="false" Name="Light Shading Accent 2"/> UnhideWhenUsed="false" Name="Light List Accent 2"/> UnhideWhenUsed="false" Name="Light Grid Accent 2"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> UnhideWhenUsed="false" Name="Dark List Accent 2"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> UnhideWhenUsed="false" Name="Colorful List Accent 2"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> UnhideWhenUsed="false" Name="Light Shading Accent 3"/> UnhideWhenUsed="false" Name="Light List Accent 3"/> UnhideWhenUsed="false" Name="Light Grid Accent 3"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> UnhideWhenUsed="false" Name="Dark List Accent 3"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> UnhideWhenUsed="false" Name="Colorful List Accent 3"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> UnhideWhenUsed="false" Name="Light Shading Accent 4"/> UnhideWhenUsed="false" Name="Light List Accent 4"/> UnhideWhenUsed="false" Name="Light Grid Accent 4"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> UnhideWhenUsed="false" Name="Dark List Accent 4"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> UnhideWhenUsed="false" Name="Colorful List Accent 4"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> UnhideWhenUsed="false" Name="Light Shading Accent 5"/> UnhideWhenUsed="false" Name="Light List Accent 5"/> UnhideWhenUsed="false" Name="Light Grid Accent 5"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> UnhideWhenUsed="false" Name="Dark List Accent 5"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> UnhideWhenUsed="false" Name="Colorful List Accent 5"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> UnhideWhenUsed="false" Name="Light Shading Accent 6"/> UnhideWhenUsed="false" Name="Light List Accent 6"/> UnhideWhenUsed="false" Name="Light Grid Accent 6"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> UnhideWhenUsed="false" Name="Dark List Accent 6"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> UnhideWhenUsed="false" Name="Colorful List Accent 6"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
/* Font Definitions */
@font-face
{font-family:"Cambria Math";
panose-1:2 4 5 3 5 4 6 3 2 4;
mso-font-charset:0;
mso-generic-font-family:roman;
mso-font-pitch:variable;
mso-font-signature:-1610611985 1107304683 0 0 159 0;}
@font-face
{font-family:Calibri;
panose-1:2 15 5 2 2 2 4 3 2 4;
mso-font-charset:0;
mso-generic-font-family:swiss;
mso-font-pitch:variable;
mso-font-signature:-1610611985 1073750139 0 0 159 0;}
/* Style Definitions */
p.MsoNormal, li.MsoNormal, div.MsoNormal
{mso-style-unhide:no;
mso-style-qformat:yes;
mso-style-parent:"";
margin-top:0in;
margin-right:0in;
margin-bottom:10.0pt;
margin-left:0in;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;
mso-ansi-language:RO;}
p.MsoNoSpacing, li.MsoNoSpacing, div.MsoNoSpacing
{mso-style-priority:1;
mso-style-unhide:no;
mso-style-qformat:yes;
mso-style-parent:"";
margin:0in;
margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;
mso-ansi-language:RO;}
.MsoChpDefault
{mso-style-type:export-only;
mso-default-props:yes;
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
.MsoPapDefault
{mso-style-type:export-only;
margin-bottom:10.0pt;
line-height:115%;}
@page Section1
{size:8.5in 11.0in;
margin:1.0in 1.0in 1.0in 1.0in;
mso-header-margin:.5in;
mso-footer-margin:.5in;
mso-paper-source:0;}
div.Section1
{page:Section1;}
-->
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin-top:0in;
mso-para-margin-right:0in;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0in;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
Cresterea veniturilor ne permite sa nu ne
mai uitam atat de mult la pret, ci sa luam in considerare calitatea produselor,
precum si curatenia din magazin.
Cand ies la cumparaturi, romanii aleg
magazinul cel mai apropiat de casa sau de serviciu si cel in care pot gasi
produse de calitate, nu pe cel mai ieftin, rezulta dintr-o cercetare a
companiei Nielsen. In urma cu trei ani, promotiile si preturile mici practicate
de unele lanturi ii atrageau pe cei mai multi dintre clienti.
Cu toate acestea, magazinele de tip
„discounter" (Plus, Penny Market), cu cele mai mici preturi de pe piata,
inregistreaza cea mai rapida expansiune. „Suntem in continuare o tara sensibila
la preturi. Dar acest aspect continua sa fie tot mai putin important. Primeaza
apropierea magazinului de casa, generozitatea spatiului, precum si calitatea
produselor", a comentat Bogdana Baltasiu, client service manager la
Nielsen.
Daca magazinul este curat si igienic, ofera
programe care rasplatesc fidelitatea clientilor si are o varietate mare de
fructe si legume, clientii vor reveni cu siguranta.Potrivit studiului Nielsen,
si in tari ca Franta, Italia, Belgia, Slovacia sau Portugalia pretul este un
element important in decizia de alegere a magazinului sau de achizitie a unui
produs.
Devenim fideli
Romanii invata sa fie loiali fata de un
produs sau o marca. Unul din cinci romani decide sa mearga intr-un alt magazin
daca nu gaseste cafeaua preferata in supermarketul pe care il frecventeaza, in
loc sa cumpere o alta marca.
Suntem fideli si produselor de ingrijire
personala (49% din romani ar cauta produsele in alt magazin), dar si lactatelor
si racoritoarelor carbonatate (ambele cu 34%). Loialitatea este insa greu de
atins, mai ales ca intr-o luna cumparatorii viziteaza trei magazine, impartindu-si
preferintele si cosul de cumparaturi intre formate diferite de retail.
Si daca mai exista vreun dubiu, romanii
adora sa mearga la cumparaturi pentru gospodarie! „Imi place foarte mult sa
merg la cumparaturi", asa au raspuns 26% din romani, in timp ce in 2005
doar unul din zece clienti se declarau fani ai acestei preocupari. Doar 1% din
romani spun ca nu le place sa colinde magazinele.
Prea putin comert modern
Primii trei retaileri din Romania, in
functie de vanzarile de bunuri de larg consum, Carrefour, Kauf­land si Billa,
detin impreuna 10-20% din piata de profil, o pondere foarte scazuta comparativ
cu cea de peste 40% inregistrata in tarile dezvoltate, potrivit unui studiu al
companiei Nielsen. Astfel, in tarile foarte dezvoltate precum cele din nordul
Europei, primii trei retaileri reprezinta peste 65% din valoarea totala a
pietei de retail, iar in tarile dezvoltate precum cele din vestul Europei,
aceasta pondere se situeaza intre 40 si 64%.
Sursa: Business24