Tiendas de gran descuento ¨Hard discount¨ y su incidencia en el poder adquisitivo del consumidor. Guayaquil 2019.

Abstract

The general objective of this work was to study hard discount stores and their impact on the purchasing power of consumers, in order to present a distribution model under this format that allows improving the purchasing power of consumers. For the development of the research, primary data were collected through a convenience survey to two independent samples of consumers corresponding to the buyers of Mi Comisariato and Tuti using the Survey of Living Conditions-ECV, specifically section 10 corresponding to “Expenses, other income and household equipment”. To corroborate the hypothesis, tests of similarity of variance, mean and linear regression models were performed. The descriptive analysis identified two different profiles of buyers in terms of income, the way to finance food expenses and the destination of savings. The results of the similarity tests identified differences in dollar consumption between the two stores, with a lower payment in Tuti and no significant differences were determined in the quantities consumed. For the purposes of this study, this means that Tuti allows lower-income consumers to match the quantity of products to higher-income segments. The results of the regression tests allowed us to establish the consumption trends in dollars and in quantities of both stores. Finally, on the results of the investigation, hard discounters were proposed as an alternative to improve consumer purchasing power, which consists of five stages.