Consumer perception of Mercadona

Topics: Marketing, Perception, Mind Pages: 8 (1851 words) Published: October 29, 2014
A
 BRIEF
 OF
 MERCADONA
 

 
Mercadona
 is
 one
 of
 the
 most
 successful
 Spanish
 food
 distribution
 chains.
 Born
 in
 1977
 in
 
Valencia
  as
  a
  grocery
  store
  into
  a
  supermarket
  chain
  with
  operations
  in
  more
  than
  46
 
provinces
  in
  Spain.
  Its
  business
  model
  is
  supported
  by
  strong
  foundations:
  motivated
 
employees,
  process
  excellence
  to
  deliver
  the
  highest
  quality
  at
  the
  lowest
  price,
  satisfied
 
customers,
 satisfied
 society
 and
 created
 value
 for
 shareholders;
 all
 with
 a
 mind
 set
 on
 the
 
long
 term.
 
 

 
In
  the
  90s,
  the
  competitors
  based
  their
  strategy
  in
  offering
  certain
  products
  with
  strong
 
advertising
 support.
 This
 way
 they
 encourage
 consumers
 to
 visit
 the
 stores
 and,
 in
 addition
 
to
 these
 products
 on
 sale,
 buying
 the
 rest
 of
 the
 shopping
 cart.
 In
 1993
 Mercadona
 begins
 
with
  its
  policy
  of
  Always
  Low
  Prices
  (in
  Spanish,
  Siempre
  Precios
  Bajos
  –
  SPB)
  without
 
decreasing
 the
 quality.
 They
 removed
 advertisements
 and
 promotions
 or
 offers
 in
 order
 to
 
maintain
 the
 minimum
 unit
 price
 throughout
 the
 whole
 year.
 The
 aim
 is
 that
 the
 consumer
 is
 
well
  aware
  that
  in
  Mercadona
  will
  always
  find
  the
  best
  price
  available,
  regardless
  of
  the
 
month,
 days
 or
 product
 he/she
 chooses.
 This
 competitive
 advantage
 is
 achieved
 through
 a
 
strong
 policy
 of
 supporting
 products
 that
 offer
 a
 better
 price
 /
 quality
 ratio,
 regardless
 of
 the
 
manufacturer.
 
 

 
This
  strategy
  has
  been
  adopted
  increasingly
  over
  recent
  years,
  not
  only
  in
  Spain,
  but
  we
  can
 
see
  foreign
  supermarkets
  such
  as
  Tesco,
  Carrefour,
  Jusco
  or
  Giant,
  capitalizing
  on
  local
 
manufacturers
  to
  produce
  products
  of
  its
  own
  brands.
  There
  is
  no
  doubt
  that
  the
  price
  of
 
this
 product
 private
 label
 can
 be
 as
 low
 as
 other
 own
 brands,
 but
 the
 price
 is
 not
 the
 only
 
factor
  influencing
  the
  intention
  to
  purchase
  local
  consumers.
  Other
  factors
  such
  as
 
consumer
 perception
 on
 price,
 quality,
 confidence,
 social
 influence
 and
 brand
 image
 are
 also
 
factors
 to
 be
 taken
 into
 account
 when
 analysing
 purchase
 intention.
 
 

 

However,
 in
 the
 case
 of
 Mercadona,
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