We value hypermarkets for their prices and promotions, discount stores for their transparent information.

Customers most value hypermarkets for their attractive prices and the number of promotions (28.4 percent), while discount stores are most valued for their transparent information policy (25.6 percent), according to a report by UCE Research and Hybrid Europe. Both formats received the lowest ratings for service quality and shopping convenience.

"The study results confirm well-established consumer associations with particular retail formats, dating back to the early days of modern retail development in Poland. Hypermarkets appeared on our market before discount stores and were the first to offer a wide selection, attractive prices, and promotions," noted Adam Iwiński of Hybrid Europe.

The expert noted that discount stores entered the market later, but they effectively built their image, including through intensive marketing communications. This includes a transparent information policy, which stems from, among other things, the price war between the largest players in the segment, which is strongly resonating in the media.

A report by UCE Research and Hybrid Europe shows that 28.4% of respondents believe that hypermarkets offer the most attractive prices and the greatest number of promotions. Discount stores, on the other hand, ranked first in terms of transparent information policy, with a score of 25.6%.

"Consumers perceive these formats differently, although they often use both. Hypermarkets are still synonymous with large promotions and a wide selection, while discount stores are synonymous with simplicity, transparency, and everyday savings," said Iwiński.

Hypermarkets were identified by 19.6% of respondents as providing the most transparent information policy. Meanwhile, 23.2% of respondents indicated that discount stores offer the best prices and promotions.

"Discount stores are now perceived as offering not only low prices, but also an increasingly wider selection and high-quality products. This is the result of long-term investments in the quality of their products," emphasized Adam Iwiński.

The report shows that hypermarkets are least appreciated for friendly and professional service – 5.4% of responses, for well-arranged and intuitive merchandise – 7.6%, and for the speed and convenience of shopping – 8.4%. Discount stores received similar ratings in this category – 5.7%, 6.8%, and 7.6%, respectively.

The authors of the report noted that, in general, the results of hypermarkets and discount stores are similar in all categories.

"Discount stores are winning with simple messaging and a transparent offering, supported by intensive and consistent advertising. Hypermarkets, on the other hand, are building on their historical market leadership and offering a shopping experience based on a wide selection and greater scale," Iwiński concluded.

The report, "Discount Stores and Hypermarkets in the Eyes of Customers," is based on research conducted by UCE Research and Hybrid Europe on a sample of 4,126 hypermarket and discount store customers. (PAP)

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