Consumer perception of Mercadona
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
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