Study carried out in January by CVA Solutions shows the leading companies in brand strength and perceived value by Brazilians
Among supermarket chains from all over Brazil, Savegnago and Atacadão are the ones standing out regarding perceived value and brand strength, respectively. This is the result of a survey carried out by CVA Solutions on how supermarkets are seen by Brazilians consumers.
The online survey, carried out in January 2021 with 5,217 participants, focused on assessing buying experience and perceptions on brand attributes, considering more than 70 companies of food retail. In order to reach the result, the survey assessed aspects as product and brand mix, pricing, quality of service, fame and reputation, lines in stores, among others.
According to the study, online purchases correspond to 37% of sales, being 29% of them made via app. Among the companies with higher perceived value following Savegnago, are Coop, Lider, Zaffari, Carrefour Bairro, Giassi e Cia, Carrefour Hipermercado, Mundial, Atacadão and Super Muffato. On the other hand, Atacadão leads the brand strength ranking, followed by Assai, Extra, Supermercados BH, Super Muffato, Zaffari, Guanabara, Condor, Giassi e Cia and Angeloni.
Checkout lines and lack of products on the shelves are among the main complaints of those who frequently go to supermarkets, with 28% and 22.6%, respectively. The study also shows that issues as lack of parking spots, products missing price tags or with diverging prices, and lack of attendants are also reasons for consumer complaints. Retailers with lowest problem index registered were Savegnago, Carrefour, Pão de Açúcar, Zaffari, Angeloni and Condor.