Creencias que dan sentido y significado a la formación de los hábitos de compra y consumo de las amas de casa en formato discounter D1, Justo & Bueno y ARA de la localidad de Usaquén, Bogotá

Abstract

The objective of this research was to identify the beliefs that give meaning and meaning to the buying and consuming practices of housewives in neighborhood stores and discounter format. The study, whose character is qualitative, will be carried out in the “Ara, Justo y Bueno y D1” stores in the town of Usaquén of strata 3, 4 and 5 of the city of Bogotá, which will allow the understanding of scenarios and potential segments The present work was developed through an exploratory study, in which the qualitative methodology and ethnographic method were used; for this, 16 housewives from the town of Usaquén, city of Bogotá participated. The information gathering technique was done through focus group minisections, which allowed us to identify the new buying habits that housewives have. The evidenced analysis allowed us to understand that the new Hard discount formats have helped the economy of housewives. This is because, these new businesses offer added values that seduce housewives, so that they can market in these discount stores, especially those immediate purchases. These added values are as follows: low prices, location, customer service, savings, variety of products, etc., (Barth, 2009). In the same way it was perceived within the analysis carried out that the buying habits of the housewives will be oriented to the number of people that make up the family. Therefore, JUSTO Y BUENO, ARA and D1 establishments can meet the needs and tastes of housewives (Londoño,1982).