Chileans Rate Their Supermarkets

An Expert's View about Retail Trade and Electronic Commerce in Chile

Last updated: 23 May 2011

A new survey by Universidad de Chile’s Center for Retail Studies (CERET) polled 2,032 people in Santiago and found that Chileans choose supermarkets depending on the location, size and quality of the products offered.

THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Voluntary Public - Date: 5/16/2011 GAIN Report Number: CI1018 Chile Post: Santiago Chileans Rate Their Supermarkets Report Categories: Agriculture in the News Approved By: Rachel Bickford, Agricultural Attaché Prepared By: María José Herrera M., Marketing Specialist Report Highlights: A new survey by Universidad de Chile?s Center for Retail Studies (CERET) polled 2,032 people in Santiago and found that Chileans choose supermarkets depending on the location, size and quality of the products offered. General Information: Chile is home to around 1,100 supermarkets from Arica to Punta Arenas, and every year more and more pop up across the country. But how do Chileans chose one store over another? A new survey by Universidad de Chile?s Center for Retail Studies (CERET) polled 2,032 people within Santiago, and found that Chileans choose supermarkets depending on the location, size and quality of the products offered. According to researcher Richard Montoya, ?location is the factor that determines a purchase. Customers always want the closest place to shop.? He also added that size is a large priority, for example. A consumer would not go to a huge supermarket just to buy bread. The study found, surprisingly, that hygiene and safety are of least importance to consumers. Montoya explained: ?The chains have raised their standards and hygiene is now a less important factor.? The greatest goal any supermarket can have is to attain the loyalty of their shoppers. According to the survey, the supermarkets with the most loyalty also provide the best satisfaction. Jumbo was rated the highest, followed by Express Lider, Hiper Lider (both Walmart companies), and Ekono. Montserrat received the lowest satisfaction rating. In order to measure customer satisfaction CERET considered the expectations of consumers about the trust they have from their supermarket to deliver on its promised service, empathy, and personal attention, as well as security and accessibility of facilities. Once again, Jumbo was rated best, with 93 percent customer satisfaction, while Lider came in second with 87 percent satisfaction. The industry average is 78 percent. Montserrat and Unimarc both fell in their satisfaction ratings over the year before by 18 and 17 percent. Price is also a relevant factor for supermarket shoppers. According to CERET?s study, Hiper Lider customers perceive the chain?s prices to be lower than the competition?s, especially lower than Jumbo?s, which is known for being a more expensive, high end store. SOURCE: EL MERCURIO By Amanda Reynoso-Palley (editor@santiagotimes.cl)
Posted: 23 May 2011, last updated 23 May 2011

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