Motivos y actitudes que orientan la compra en tiendas hard discounter D1, Justo&Bueno y Ara en un grupo de amas de casa en la localidad de Kennedy de la ciudad de Bogotá.

Abstract

The purpose of this research is to understand the motives and attitudes that guide the purchase in hard discounter stores D1, Justo & Bueno and Ara in a group of housewives from the Kennedy town of the city of Bogotá, through qualitative research with an ethnographic method in order to know the reasons and the factors that influence to make purchases in these establishments. For this, within the document a theoretical contextualization is detailed based on different authors around three thematic axes that centralize the problem to be investigated, such as the conceptualization of housewives, motives and attitudes, taking into account related empirical evidence.

As main result, it was possible to identify that the main reasons for making the purchase decision in discount stores is the search for products that satisfy the needs of their family and that provide them with a quality-price relationship, mainly, followed by factors such as proximity, economy, time, ease of purchase and customer service. Elements that they consider important to have a good shopping experience and a good perception of these establishments; downplaying the brand of products, advertising, the accommodation of stores or social elements such as status.

Keywords: housewives, motives, attitudes, needs, savings, shopping habits, family basket, discount stores