The majority of Russians (7 out of 10) regularly shop in stores with popular assortments at prices below the market average, and 80% do not doubt the quality of their goods. This conclusion was reached by analysts from the Romir research holding, who studied the attitude of Russians towards discounters and found out how willing the country’s citizens are to buy food and other everyday products from them.
According to the research, 73% of respondents shop at discount stores regularly (at least once a month): about a third of respondents (27%) visit discount stores several times a month, 24% once a month or less, % 21% visit discount stores, visit such stores once a week, 19% – several times a week, and 6% – daily.
Consumers most often visit the stores “Svetofor”, “Chizhik” and “Dobrotsen”. Moreover, Chizhik has become the only hard discounter with federal coverage, leading according to buyers in two key parameters: “product quality” and “affordability”.
The Svetofor discount chain received the least positive score in terms of product quality. And the trading network said “Yes!” While it ranks last in the affordability ranking, the majority of respondents (51%) note the high level of service.
84 percent of Russians choose discount stores due to affordable prices, 62 percent are guided by the opportunity to spend their budget more rationally, and 42 percent are guided by proximity to home.
Analysts announced that buyers between the ages of 25 and 34 visit discount stores more often than others. At the same time, 91% of those surveyed do not feel embarrassed when shopping at low-priced stores.
Almost half (44%) of respondents believe that good products should not be expensive; a quarter are confident that discounters will save on their own costs, not the quality of the products, and 17% of respondents believe this is true in terms of the quality of the products. The products offered are not inferior to discounters in other store formats, 10% stated that discounters save on everything.
More than half of the respondents (62%) note that modern discount stores are not inferior to stores of other formats in terms of the level of service, cleanliness of the premises and quality of goods.