Cambios de hábitos de consumo ante el crecimiento formato hard discount en autoservicios en Guayaquil

Abstract

CONDITION FOR PUBLICATION OF PROJECT. objective of this project is to analyze the changes in consumption habits caused by the growth of the hard discount format in self service stores in the city of Guayaquil. This business model has gained popularity due to its focus on low prices, a limi ted brand offering, and an operation based on logistical efficiency. As a result, a notable growth and influence of this format in the Ecuadorian market has been seen , which has created a competitive disadvantage for traditional retail models. For data collection, a quantitative method was employed, through the application of surveys both virtually and in person to a total of 153 people. The in person surveys were conducted in the Avenida Rodríguez Bonín area near the PJ in the city of Guayaquil, and the virtual surveys were sent to peo ple living within the same city. The objective of this project has been to find changes in the consumption habits of age groups that shop more often at these self service stores and to understand the reasons behind their choice. The results obtained proved that there are determining factors such as low and accessible prices, which are among the main reasons why people have preferred to shop at self service stores with the Hard Discount format. It’s concluded that the hard discount format has not only captured market share but is also redefining the expectations of the local consumer. The research suggests that traditional self service stores will need to adapt to these new demands if they wish to mai ntain their competitiveness. Keywords: discount, distribution channels, consumer, consumer habits.