We value hypermarkets for prices and promotions, discount stores for transparent information

Customers value hypermarkets most for attractive prices and the number of promotions – 28.4 percent. indications, and discount stores for transparent information policy – 25.6 percent – results from the UCE Research and Hybrid Europe report. The weakest ratings were obtained for the quality of service and the convenience of purchases.

“The results of the study confirm the well -established associations of consumers with individual trade formats, whose sources reach the beginnings of the development of modern trade in Poland. Hypermarkets appeared on our market earlier than discount stores and they were the first to offer a wide selection, attractive prices and promotions,” noted Adam Iwiński from Hybrid Europe.

The expert pointed out that discount stores later appeared on the market, but effectively built an image, including using intensive marketing communication. Its element is a transparent information policy, which results, among others From the price war between the largest players of the segment, which sounds strongly in the media.

The UCE Research and Hybrid Europe report shows that in the opinion of 28.4 percent respondents The most attractive prices and the largest number of promotions are provided by hypermarkets. In turn, in terms of transparent information policy, discount stores came first with a result of 25.6 percent.

“Consumers perceive these formats differently, although they often use both. Hypermarkets are still synonymous with large promotions and a wide range, and discount stores – simplicity, transparency and daily savings,” said Iwiński.

19.6 percent indicated hypermarkets as institutions ensuring the most transparent information policy. respondents. In turn, according to 23.2 percent respondents The best prices and promotions provide discount stores.

“Discount stores are today perceived as a format that offers not only a low price, but also a wider selection and high quality of products. This is the result of long -term investments in the quality of the assortment,” emphasized Adam Iwiński.

However, the report shows that hypermarkets are the least appreciated for nice and professional service – 5.4 percent. indications, for good and intuitively distributed goods – 7.6 percent, as well as for speed and convenience in shopping – 8.4 percent. Discount stores obtained similar grades in this category – 5.7 %, 6.8 %, 7.6 percent, respectively.

The authors of the report pointed out that generally the results of hypermarkets and discount stores are similar in all categories.

“Discount stores win with the simplicity of message and the transparency of the offer supported by intensive and consistent advertising community. On the other hand, hypermarkets derive from the historical position of the market leader and offer purchasing experience based on a wide selection and a larger scale” – summed up Iwiński.

The report “Discount and hypermarkets in the eyes of clients” was based on a study carried out by Uce Research and Hybrid Europe at the sample of 4,126 hypermarket and discount stores. (PAP)

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