INTERNATIONAL BUSINESS MANAGEMENT

CONSUMER BEHAVIOR

STUDY OF CONSUMER BEHAVIOR PLAZAVEA

SUPERMARKET IN THE CITY OF TACNA

TEACHER:
OMAR DAVID CUEVA MARTINEZ

STUDENTS:
 CONTRERAS MAMANI Dulcinea Flower
 CHAMBI CHEJE Lisseth
 CHAMBI CHEJE Marisol
 DURAND PAYE Alexander

CYCLE: 3RD
SECTION B
TACNA – PERU
2016
 Content
INTRODUCTION........................................................................................................................3
SUMMARY.................................................................................................................................4
PLAZAVEA SUPERMARKET -TACNA...................................................................................5
CONSUMER BEHAVIOR OF THE PLAZAVEA SUPERMARKET IN THE TACNA
REGION......................................................................................................................................6
CONSUMER BEHAVIOR..........................................................................................................8
1. PROFILE.........................................................................................................................8
1.1. POPULATION.........................................................................................................8
1.2. FAMILIAR STRUCTURE.....................................................................................11
1.3. ECONOMIC SITUATION.....................................................................................13
1.4. EDUCATION LEVEL...........................................................................................15
1.5. CULTURE AND SUBCULTURE.........................................................................16
1.6. LIFESTYLE ACCORDING TO ARELLANO MARKETING..............................19
1.7. PERSONALITY TYPES AND ATTITUDES........................................................21
2. POSSESSIONS:.........................................................................................................24
3. USE OF FREE TIME.................................................................................................30
4. PURCHASE AND CONSUMPTION........................................................................32
5. MEDIA CONSUMPTION.........................................................................................37
6. PRODUCT OR SERVICE.........................................................................................43
7. CONCLUSIONS........................................................................................................46
8. BIBLIOGRAPHY......................................................................................................46
 INTRODUCTION

The present research work involves an approach to the profile and common characteristics
presented by the consumers of the PLAZAVEA Supermarket in the city of Tacna, such as the
educational level, the social class to which they belong, their classification according to
personality types, lifestyles. , and other data that gives us more information about their habits
and customs, we will also study the factors that influence people when choosing and buying a
product.

The entire investigation is based on the observation technique and the use of surveys, from
which we will obtain important data for the conclusion about the behavior of the consumers of
the PLAZAVEA Tacna supermarket.
 SUMMARY
Knowing the consumer behavior of the PlazaVea supermarket is essential for the advertising
strategies carried out by the different brands and in this case the PlazaVea supermarket, this is
because each person has different attitudes, personalities, economic situation, tastes and
preferences in the media. communication and in products.
The majority of consumers stated that their family structure consisted of a father, mother and
children, with their own home and basic services. It is also important to note that the majority
said they had completed secondary and higher education at institutes and/or universities,
therefore they now have a certain job and economic stability.
The busiest days are Saturdays first and Sundays respectively.
Their main preference lies in the sale prices and discounts offered to them on various products.
Also the security that the place projects to them.
PlazaVea has an obvious positioning, an already gained audience and a diversity of products in
its facilities. Being a great competitor of the city markets.
 PLAZAVEA SUPERMARKET -TACNA

PlazaVea was born 23 years ago, under the name of Santa Isabel, ten years later they were part
of the Intercorp Group, which provides the financial support to carry out its activities.
It expanded nationwide with the opening of various establishments during 2007. Opening its
first location outside of Lima, the PlazaVea hypermarket in Trujillo.
Since then, I have managed to position myself in 25 provinces of the three natural regions and
currently have 100 stores serving all Peruvians and foreigners.
In 2009 it was the first Peruvian chain to obtain international HACCP certification for fresh
foods.
Concerned about innovation, they look for new ways to approach the public and spread a
modern and growing image.
It currently has more than 13 thousand employees throughout Peru, instilling in them the
company's values:

 Teamwork
 Orderly and Honest.
 Hardworking.
 Innovative attitude
 Helpful

COMMITMENT: improve the quality of life of all Peruvian families by bringing quality and
modernity to their homes.
 CONSUMER BEHAVIOR OF THE PLAZAVEA SUPERMARKET
IN THE TACNA REGION

To carry out this study, the observation techniques most used for research were used, such as
observation, which involves a more concrete and intensive relationship between the researcher
and the fact they wish to study.

OBSERVATION INVESTIGATIVE PROCESS:

SHEET N°.

OBSERVATION TEAM:

Date : Observation

Hour :

Place :

The survey technique was also used, which allowed us to obtain data quickly and efficiently in
the research process. It was decided to survey a sample of 43 people, who we were certain were
consumers of the aforementioned Supermarket. (ANNEX 1.1)
The sample was determined using virtual software, which gives us the facility to obtain the
sample size through a calculator.

And with the purpose of collecting data in greater depth on the topic, a third research technique
was carried out, an interview with the Assistant Manager of the PlazaVea Supermarket in our
city, Mr. ROBERT JOHN HIGINIO CHIMA, to whom we thank him for his time and
willingness to carry out the present work. (ANNEX 1.2)
A notable fact is that during the investigation we were not allowed to take photographs or film
inside the supermarket facilities nor to approach customers with surveys.
 CONSUMER BEHAVIOR
1. PROFILE
Below we will make a detailed description of the points to study in relation to the behavior
of consumers of the PlazaVea supermarket in the Tacna region.

IMAGE 1.1. PlazaVea Consumers

1.1. POPULATION
The figures provided by the INEI maintain that Tacna has 341,638 inhabitants.
Graphic No. 01: Population in the city of Tacna

Source: INEI year 2015

 ACCORDING TO GENDER:
 Men: 176 thousand 941
 Women: 164 thousand 897

Graphic No. 02: Population in the city of Tacna

Source: INEI year 2015

TABLE 1.1 Distribution of 43 consumers of the PlazaVea supermarket, according

to their Gender

100%
90% 91%
80%
70%
60%
50%
40%
30%
20% 9%
10%
0%
Masculino
Femenino

GENERO

INTERPRETATION: 91% of the people surveyed are female and the remaining
percentage is male.
 ACCORDING TO AGE:
 Children (0-14 years): population of 87 thousand 39 people.
 Young (15-29 years): population of 89,700 people .
 Young adult (30-44 years): population of 82 thousand 10 people.
 Adult (45-50 years): population of 53,367 people.
 Older adults (60 years or older): population of 29,722 people.

Graphic No. 03: Population in the city of Tacna

Source: INEI 2015

TABLE 1.2 Distribution of 43 consumers of the PlazaVea supermarket, according

to their age.

RANGO DE EDAD

60% 53%

50%

40%
33%

30%

20%
9%
10% 5%
0% 0%
0%
Menor a 18 18 a 25 años 25 a 35 años 36 a 45 años 46 a 55 años Mayor a 55
años años.

INTERPRETATION: 53% of PlazaVea supermarket consumers are between 25 and

35 years old, followed by the population between 18 and 25 years old with 33%.
The smallest group found is within the range of 36 to 45 years old.
 ACCORDING TO AREA OF RESIDENCE:
 Graphic No. 04: Population in the city of Tacna, according to area of
residence

TABLE 1.3 Distribution of 43 consumers of the PlazaVea supermarket, according

to the area where they reside, in the city of Tacna.

DISTRITO DE RESIDENCIA

65%
70%

60%

50%

40%

30%
21%

20% 14%

10%
0% 0%
0%
Crl. Gregorio Albar- Tacna Alto de la Alianza Pocollay Otro
racín Lanchipa

INTERPRETATION: It is observed that 65% of the respondents reside in the Tacna

area. Secondly, 21% live in the Coronel GREGORIO Albarracín Lanchipa district.
And 14% mention others (Natividad, Arica, etc.)

1.2. FAMILIAR STRUCTURE

The family structure is understood as the interaction of people united by ties of blood
and who share the same physical space. Its members participate and make possible the
formation of what we call home.
Although not living together and being in different spaces they are still part of the
family.
There are some families where their members are not necessarily related.

1.2.1.TYPES OF FAMILY STRUCTURE

According to the organization and structure of the family:
 NUCLEAR FAMILY
Also what is known as the basic nucleus, which is made up of: dad, mom
and children.
 SINGLE-PARENT FAMILY: It is a structure resulting from the death of
one of the parents, or their separation. It is made up of: parents (mom or
dad) and children.
 FOSTER GRANDPARENT FAMILY: The child is left in the care of his or
her grandparents as a result of the abandonment or death of the parents.
 SPECIAL FAMILIES: They may or may not be related. It is made up of
responsible adults or guardians in charge of the guardianship of minors.
These guardians can be uncles, stepfathers, adoptive parents, etc.

TABLE 1.4 Distribution of 43 consumers of the PlazaVea supermarket, according

to
Your family structure.

ESTRUCTURA FAMILIAR
67%
70%
60%
50%
40%
23%
30%
20%
5% 5%
10% 0% 0%
0%
)
r

(a
l
a

es
s
l
ca

ta
cle

re

ial

olo
on

en

do
nu

ec
Tr

ar

s
ge

sp

ve
ilia

op
ilia

co

se

Vi
m

on

sa
m

ilia
Fa

M
Fa

el o

m
ilia

bu

Fa
m

a
de
Fa

ilia
m
Fa

INTERPRETATION: 67% of respondents indicate that they have a nuclear family,

while 23% mention that they have a stem family and 5% in each case mention that
they have a single-parent family structure or live alone.

To get a closer idea of the number of members per family, we obtained the following
result:
 TABLE 1.5 Distribution of 43 consumers of the PlazaVea supermarket, according
to the number of members per family

N° DE INTEGRANTES
44%
45%

40%

35%

30% 26%

25%

20% 16%

15%
9%
10%
5%
5% 0%
0%
Solo una Dos personas Tres personas Cuatro personas Cinco personas Seis a más
persona (yo) (2) (3) (4) (5) personas

INTERPRETATION: 44% state that their family is made up of three members,

followed by 26% who indicate that their family is made up of two people and the group
less than 5% mentions that they live alone.

1.3. ECONOMIC SITUATION

The economic situation refers to the amount of material or immaterial goods and assets
that a person, company or nation owns and belongs to. In our case, our purpose is to
know the income of all respondents at the PlazaVea supermarket to determine its
relationship with the preference for this establishment.

TABLE NRO 01: INCOME

AVERAGE MONTHLY INCOME FROM WORK, ACCORDING TO GEOGRAPHICAL SCOPE, 2004-2014

(New running suns)

Geographic scope 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

1
Total 668,0 673,9 722,8 790,6 885,0 955,0 971,9 1 141,1 1 176,1 1 229,9
058,0
Metropolitan Lima 1 1 1 1
994,3
1/ 011,1 060,5 1 117,6 1 233,7 1 311,1 275,7 386,3 1 508,8 1 554,1 1 656,0
Rest of the
505,8 950,5
country 511,4 551,7 623,9 704,7 771,9 815,4 888,3 981,7 1 013,9

Residence area
1 1
Urban
788,9 796,5 848,5 923,8 1 020,6 1 095,1 102,0 187,7 1 285,9 1 317,2 1 381,7
Rural 309,6 306,1 327,5 361,0 429,9 478,3 513,8 577,1 599,8 623,3 635,6

natural region
1 1
Coast
830,7 837,4 891,9 947,2 1 046,1 1 119,5 116,0 206,0 1 315,1 1 342,6 1 421,1
Mountain range 443,4 450,2 475,7 544,6 634,9 709,2 741,9 818,7 863,4 925,1 954,1
Jungle 460,9 474,9 539,1 642,9 729,4 772,1 842,6 935,0 985,8 995,7 1001,2
Department
Amazon 429,7 372,7 450,6 542,3 643,3 718,7 725,6 784,1 858,8 823,0 857,6
Ancash 521,6 557,4 566,9 624,4 734,1 768,8 852,6 925,0 973,5 1009,0 1040,8
Apurimac 401,5 375,1 440,7 432,3 492,0 520,8 634,0 598,3 620,0 778,7 841,6
1 1
Arequipa
653,8 646,7 683,1 819,4 995,7 1 060,3 055,3 259,1 1 299,8 1377,3 1429,0
Ayacucho 377,9 366,9 375,3 477,9 519,7 579,2 644,7 748,0 750,2 752,5 773,5
Cajamarca 410,7 430,2 457,3 474,0 552,1 650,5 724,5 793,6 797,8 838,4 760,5
1 1
Callao 2/
- - - 975,3 1 097,3 1 179,5 219,2 189,3 1 306,3 1351,2 1494,5
Cusco 390,1 411,3 464,0 585,1 654,7 764,2 775,8 888,8 973,6 1045,5 1081,2
Huancavelica 310,1 282,3 264,8 381,1 427,6 494,8 560,4 614,2 641,9 683,4 622,1
Huánuco 326,5 334,1 386,1 462,5 532,4 572,4 623,0 692,6 812,6 898,6 869,1
Ica 767,6 787,6 881,4 707,3 782,3 896,5 925,3 999,1 1 022,9 1082,3 1187,1
Junin 561,2 541,2 614,7 683,9 797,3 802,5 797,3 915,8 975,9 1004,9 1044,7
Freedom 572,6 589,4 596,1 732,9 764,0 923,5 889,8 895,4 1 001,0 1040,9 1092,4
Lambayeque 530,9 499,2 536,5 594,2 642,0 679,3 716,4 757,6 843,5 835,8 906,0
1 1
Lima 2/
- - - 1 091,7 1 210,5 1 280,7 253,6 368,0 1 487,0 1526,5 1620,2
Loreto 473,5 492,1 577,8 639,6 728,6 741,2 863,9 863,2 962,7 934,7 1038,0
1 1 1
Mother of God
804,1 900,5 044,6 1 090,5 1 213,4 1 412,0 495,3 745,6 1 821,9 1926,9 1848,1
1 1
Moquegua
700,7 829,7 865,2 1 124,9 1 275,3 1 366,8 518,6 564,2 1 780,4 1785,6 1823,7
Pasco 494,9 513,6 492,8 645,2 753,8 812,5 893,4 896,6 834,7 857,8 866,1
Piura 465,3 448,8 524,9 549,6 621,4 741,4 742,4 843,5 886,3 881,4 890,0
Fist 381,7 350,3 378,2 413,8 466,9 509,9 588,3 632,0 720,7 791,4 879,9
San Martin 418,7 438,2 454,9 664,5 774,1 791,0 882,3 977,2 982,9 957,1 967,0
Tacna 1 1
760,0 809,5 890,5 908,6 1 034,9 1 020,6 125,2 135,6 1 244,1 1271,0 1295,2
1
Tumbes
668,1 739,6 754,8 873,2 782,7 857,2 910,8 035,3 1 117,8 1105,8 1145,4
Ucayali 562,5 608,6 566,8 759,4 772,1 852,4 825,0 963,3 1 015,3 1017,4 1007,7
Lima and Callao 1 1 1
1 080,8 1 200,0 1 271,0 1 470,2 1 509,7 1 608,2
3/ 958,0 975,8 025,4 250,3 351,3
Lima Provinces 4/ - - - 695,1 836,8 839,0 962,5 965,7 1 049,0 1 018,0 1 073,2
1/ Includes the province of Lima and the Constitutional Province of Callao.
2/ Until 2006, the results of the National Household Survey - ENAHO were presented for the department of Lima, which
included the Constitutional Province of Callao. Starting in 2007, independent samples were incorporated for each area,
which allows obtaining indicators for each of them.
3/ Includes the department of Lima and the Constitutional Province of Callao.
4/ Excludes the province of Lima.
Source: National Institute of Statistics and Informatics - National Household Survey.
 TABLE 1.6 Distribution of 43 consumers of the PlazaVea supermarket, according
to average income (family)

INGRESO PROMEDIO FAMILIAR

57%
60%

50%
38%
40%

30%

20%

10% 5%
0%

0%
Menos de S/850.00 Entre S/851.00 y Entre S/1001.00 y Más de S/1501.00
S/1000.00 S/1500.00

INTERPRETATION: 58% of the people surveyed state that their average family
income is greater than S/ 1501.00. The smallest group represents 5% and shows that
their average family income is above S/851.00 and S/1000.00.

1.4. EDUCATION LEVEL

The educational level refers to the degree of learning obtained throughout training in a
school, college, institute or university, as the case may be and the degrees achieved.
 TABLE 1.7 Distribution of 43 consumers of the PlazaVea supermarket, according
to average income (family)

NIVEL EDUCATIVO
40%
30%
20%
10%
0%

s)
os

os

os

.
a

a
a

ne
n

os
et

et

let
et

et

et
ció

et

et

cio
pl

pl
pl

pl

pl

pl
p
uc

pl
om

om

m
m

iza
om

om
str

co
co

co
co

nc

ial
c

c
n
in

in

sc
ria

n
ia

ec
i

si

io

si
ia
ne

ia

ar

io
da

sp
rio

ar

io
ar
ar

im

ar
tie

,e
sit
un

ar
im

nd

ita

sit
Pr

do
t
r
No

ec

ive
rs

i
Pr

cu

er
rs
S

ra
ive
Se

v
ive
un

ni

cto
un

un

su
o

do
sn
o

io
os
sn

ía,
d
re

di

tu
e

rio

str
tu
r

s
rio

E
Es

ae
pe
pe

(m
su
su

os

o
ad
os

di

gr
di

tu
tu

Es

st
Es

po
de

INTERPRETATION: 40% of those surveyed indicate that they have completed

os
di

their higher education. Followed by 30% who state that they have completed
tu
Es

postgraduate studies or are pursuing them.

The smallest group with 2% mentioned having completed their complete secondary
education.

1.5. CULTURE AND SUBCULTURE

1.5.1.CULTURE
 Culture is defined as the sum of beliefs, values and customs acquired and
learned as part of social experience during growth and which are transmitted
from one generation to another.
It can act as a regulatory factor for the behavior of the members of a certain
society.
Everything we do is related and infused with culture.

1.5.2.SUBCULTURE
Within a culture there are a set of groups that live in a particular way and with
different beliefs, values and customs that differentiate them from the larger and
more complex group. There are subcultural categories that allow them to
distinguish themselves from other members of the same society, for example:
 Nationality
 Race
 Religion
 Geographic location
 Age
 sex
 Education

TABLE 1.8 Distribution of 43 consumers of the PlazaVea supermarket, according

to their nationality

PAIS DE ORIGEN

100% 91%

90%
80%
70%
60%
50%
40%
30%
20% 9%
10% 0% 0%

0%
Perú Chile Bolivia Otro(especificar)

INTERPRETATION: 91% of the respondents are Peruvian and 9% say

they are from Chile.

TABLE 1.9 Distribution of 43 consumers of the PlazaVea supermarket, according

to their religion.
 RELIGION
58%
60%

50%

40%

30% 26%

20% 16%

10%
0% 0% 0% 0%
0%
Católica Evangélica Adventista Musulman JSUD Ninguna Otro

INTERPRETATION: 58% of consumers claim to be of the Catholic religion. 26%

are of evangelical religion and 16% indicated another.

TABLE 1.10 Distribution of 43 consumers of the PlazaVea supermarket, according

to knowledge of a second language, after Spanish.

SEGUNDO IDIOMA

95%
100%
90%
80%
70%
60%
50%
40%
30%
20%
5%
10% 0% 0%

0%
QUECHUA AYMARA INGLES OTRO

INTERPRETATION: 95% say they know and master English as a second

language, after Spanish.

TABLE 1.11 Distribution of 43 consumers of the PlazaVea supermarket, according

to the social class to which they belong.
 CLASE SOCIAL
79%
80%

70%

60%

50%

40%

30%

20% 12%
9%
10%
0% 0%
0%
Alta Media alta Media Media baja Baja

INTERPRETATION: 79% of those surveyed stated that they belonged to the

middle class. Followed by 12% who mentioned being from the lower middle class
and finally 9% indicated belonging to the upper middle class.

1.6. LIFESTYLE ACCORDING TO ARELLANO MARKETING

1.6.1. THE SOPHISTICATED

Mixed segment, with a higher than average income level. They are very
modern, educated, liberal, cosmopolitan and highly value personal image. They
are innovators in consumption and trend hunters. They care a lot about their
status, they follow fashion and are regular consumers of “light” products. Most
of them are younger than the average population.

1.6.2. THE PROGRESSIVES

Men who permanently seek personal or family progress. Although they are in
all SES, the majority are workers and entrepreneurial businessmen (formal and
informal). They are motivated by the desire to reverse their situation and move
forward, and they are always looking for opportunities. They are extremely
practical and modern, they tend to study short careers to go out and produce as
soon as possible.

1.6.3. THE MODERN

Women who work or study and who seek personal fulfillment also as mothers.
They put on makeup, groom themselves and seek recognition from society.
They are modern, they deny machismo and they love going shopping, where
they like to buy brand name products and, in general, those that make their
household tasks easier. They are in all SES.

1.6.4.THE FORMAL / ADAPTED

Hard-working, family-oriented men who highly value their social status. They
admire the Sophisticated, although they are much more traditional than them.
They always arrive a “little late” in adopting fashions. They usually work as
 office workers, mid-level employees, teachers, workers or in medium-level
independent activities.

1.6.5.THE CONSERVATIVES
Women with a fairly religious and traditional tendency. Typical “mother hens”,
they always pursue the well-being of their children and family, and are
responsible for almost all household-related expenses. They dress basically to
“cover up” and only use makeup occasionally. They like soap operas and their
favorite pastime is playing with their children. They are in all SES.

1.6.6.THE AUSTEROUS
Mixed segment, with low economic resources, who lives resigned to their fate.
There are many older people who prefer a simple, uncomplicated life and, if
possible, would live in the countryside. They are averse to change, they don't
like taking risks and they don't like trying new things. Many are immigrants and
have the highest percentage of people of indigenous origin.

IN SUMMARY:
There is no direct relationship between modernity and income, nor between
achievement orientation and economic resources. Although the Sophisticated
are the most modern and richest, and the Austere are the most traditional and
poorest, it is also observed that there are modern poor, such as some
Progressives and some Moderns, and traditional rich, such as some
Formal/Adapted and some Conservatives. Furthermore, there are many rich
people who do not obey the “westernized-yuppie” stereotype typical of the
Sophisticates; But the majority of rich people in Latin America would be found
in groups that would not have those characteristics traditionally recognized in
the wealthy classes.

“The king of the potato market” or the semi-formal businessman, owner of an

immense fleet of trucks, can have levels of wealth much higher than that of
many of the classic upper class, without sharing with them their customs, values
or behaviors.” ARELLANO MARKETING

TABLE 1.12. Distribution of 43 consumers of the PlazaVea supermarket, according

to Lifestyles, formulated by Arellano Marketing
 ESTILOS DE VIDA

60%
51%

50%

40%
30%
30%

20%
12%
7%
10%
0% 0%
0%
SOFISTICADO PROGRESISTA MODERNA FORMAL CON- AUSTERO
SER-
VADORA

INTERPRETATION: 51% of those surveyed indicate that they are modern. The
smallest group with 7% mentioned being conservative

1.7. PERSONALITY TYPES AND ATTITUDES

1.7.1. NEUROTICISM
This group is considered to be people who have anxiety, those who are
emotionally unstable, worry often, are usually in a bad mood or
depressed. They sleep poorly and may suffer from psychosomatic
disorders.
They react with anger or irrationally, as they are dominated by their
emotions and act impulsively.
1.7.2. KINDNESS
This group encompasses people who show respect, tolerance and
tranquility. They trust in the honesty of those around them, have a
vocation for service, are ready to provide help to whoever needs it, are
humble and simple. Demonstrates empathy in his actions towards the
emotions and feelings of other people.
1.7.3. RESPONSIBILITY
The people who are within this group are subject to their objectives,
they demonstrate how disciplined they are to achieve goals or
objectives. They are organized and have a great capacity for
concentration, they finish their activities and before making a decision
they analyze and think about the consequences.
1.7.4. EXTROVERSION
It defines the degree to which people in this group show themselves
towards others and how they analyze their energy in social contexts.
They are expressive, talkative, spirited, etc. Its opposite is introversion.

1.7.5. OPENING TO EXPERIENCE

It brings together all those people who tend to seek new personal
experiences, are creative and with great imagination, and appreciate art
and aesthetics.
 He is consistent with other people's emotions and with his own
emotions. They have vast knowledge on various topics, due to their
intellectual curiosity.

TABLE 1.13. Distribution of 43 consumers of the PlazaVea supermarket, according

to personality types.

TIPO DE PERSONALIDAD
44%
45%

40%

35%

30% 26% 26%

25%

20%

15%

10% 5%
5% 0%
0%
NEUROTICISMO AMABILIDAD RESPONSABILIDAD EXTROVERSION APERTURA A LA
EXPERIENCIA

INTERPRETATION: Of the total number of people surveyed, 44% mention having

personality traits of the kindness type, 26% indicate belonging to the personality type:
responsibility. We also have people who mention being of the personality type: extroversion
with 26% respectively

OBSERVATION SHEET ON THE CONSUMER PROFILE

INVESTIGATIVE PROCESS:
CONSUMER PROFILE
OBSERVATION
SHEET N°01
OBSERVATION TEAM:

Date : Aim:
Sunday 06/29/16 Know the profile of the Store's consumer
Hour :
12:00 pm Observation
Place : The main characteristics observed are:
PlazaVea Store  75% of consumers are women, and 25% are men, who accompany
the purchasing activities.
 Average age between 25 and 60 years.
 Average time spent in the store is 1:30 min
 They are demanding, informed, review reference information and are
aware of virtual promotions and offers.
 Shopping is done as a family, with children and teenagers who are
aware of the latest news and fashion products/accessories.
 The average purchase receipts are S/. 50.00, with greater emphasis
on grocery products.
 The highest incidence of consumers are from Tacna, and from the
district of Tacna, also finding the public from all districts in minority.
 Sophisticated consumers are observed, who do not worry so much
about prices or offers, they directly buy the necessary products.
 Modern women are observed, who do not stop looking good to fulfill
household obligations and family enjoyment.
 Formal men are observed, making purchases for the family and
 looking for some offers for the home.

CONSUMER PROFILE

INVESTIGATIVE PROCESS:
OBSERVATION
CONSUMER INSIGHT
SHEET
No.
OBSERVATION TEAM:

Date : Aim:
Monday June 13, Know the profile of the Store's consumer
2016
Hour : Observation
7:13:00 p.m. During the visit I made a specific observation to a family:
Place : Members Mother about 35 years old, dad about 38 years old, 3 children (5, 3
PlazaVea Store years and 4 months).

Check-in time to buy 7:13 pm

The father entered with the baby in his arms, the mother entered directly to the
appliance area and went to the iron section and remained observing the
different brands and prices, after 10 minutes she asked the store salesperson
for advice and finally decided on her choice. purchase at 7:40 pm.
Grades:
 While the mother decided which iron to buy, the father was in charge
of observing his children.
 Once the purchase of the iron is made (payment for the iron is made
in that same appliance sector.

Then they went to the baby section, both looked at the brand and the benefits
of the diapers in terms of prices, but they did not choose any. (It took 10
minutes).

They continued their tour of the fruit section where they purchased pineapple
and avocado.

They finally acquired the following:

1. Pineapple
2. Avocado
3. Iron
4. Sausages

Time to leave the store with your purchases was 8:10 pm

Note: During the observation process I was able to see the Plaza Assistant
Manager observing the clients and their workers in the different Areas.
2. POSSESSIONS:

2.1. LIVING PLACE

According to INEI definitions(Informática, 2007) It is a building or building unit, built,

adapted or converted to be inhabited by one or more people permanently or temporarily.
It must have direct and independent access from the street or through common use
spaces for circulation such as hallways, patios or stairs.

It must meet the following requirements: Separation and independence. Once the
concept of housing has been determined, we can differentiate the characteristics of the
homes of Plaza Vea consumers and clients.

The characteristics of housing in the Tacneño population:

1. Own homes, built with noble material, brick, cement walls and floors, with majolica.
*Independent house represents 89.9% in the province of Tacna
2. Rented apartments, for nuclear families (dad, mom and children) on average.
*Apartment in buildings 3.1% in the province of Tacna
3. Main rooms, with an average of 2 bedrooms, a kitchen, living room, dining room,
and laundry room. Interior and exterior finishes.
4. Basic public services, such as water, electricity and sewer service.

 Electricity service in Tacna, 96.8% of homes have access to this service,

with the urban area being the most benefited.
 Drinking water service, 84.8% use public water.
 Hygienic or sanitary services, 94.7% of homes have this service.
 Floor material, cement/brick is predominant, followed by earth/sand.

TABLE 1.14. Distribution of 43 consumers of the PlazaVea supermarket, according

to type of home
 TIPO DE VIVIENDA

70% 63%

60%

50%

40% 33%

30%

20%

10% 5%
0% 0% 0% 0% 0%
0%
Casa in- Departa- Vivienda en Vivienda en Choza o Vivienda Local no des- Otro
dependi- mento en edi- quinta casa de cabaña improbidad tinado para
ente ficio vecindad habitación
humana

INTERPRETATION: 63% of the people surveyed said they had an independent home, followed
by 33% who represented those who mentioned living in an apartment.

TABLE 1.14. Distribution of 43 consumers of the PlazaVea supermarket, according

to the material of their home

MATERIAL DE LA VIVIENDA
100%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10% 0% 0% 0% 0%
0%
Ladrillo o bloque Quincha(caña con Madera Estera Otro
de cemento barro)

INTERPRETATION: 100% of those surveyed mentioned that the material of their home is
brick or cement.
2.2. HOME IMPROVEMENT

According to the Economic and Social Report of the Tacna Region (BCR, 2013),
monetary poverty has shown a significant reduction from 43.3 percent in 2004 to 16.6
percent in 2011. This trend is clear, despite the slight rebound registered in 2011 (2.4
percentage points), a rebound that, given its magnitude, is not significant in statistical
terms, so the evolution of monetary poverty is clearly decreasing.

Plaza Vea consumers are demanding and informed, which is why they are concerned
about home improvements and their professional growth, this allows them to make
large-scale family projections.
  Short-term improvements, purchases of household items such as: Cleaning
accessories, kitchenware and items for the kitchen, living room, dining room
and bedroom arrangements.
 Medium-term improvements: painting and finishing internal walls, room
expansion, finishes inside the home.
 Long-term improvements: construction of new rooms, increase from 1st to 3rd
floor of the home, external improvements and final finishes.

TABLE 1.14. Distribution of 43 consumers of the PlazaVea supermarket, according to type of

improvement in the design of their home

MEJORA EN EL DISEÑO
100%
100%
90%
80%
70%
60%
50% 41% 38%
40%
30% 21%
20%
10% 0% 0% 0% 0% 0%
0%
Corto plazo Mediano Plazo Largo Plazo

Material noble (loza, mármol) Material Intermedio (cemento, yeso)

Material Simple (adobe, estera)

INTERPRETATION:
 SHORT TERM: 41% stated that they would make an improvement in the design of
their home by using noble material (marble earthenware) for the interiors.
 IN THE MEDIUM TERM: 100% said they were able to make an improvement in the
design of their home with intermediate material (plaster, cement)
 LONG TERM: 38% indicated that they would make an improvement to their home in
the long term.
TABLE 1.14. Distribution of 43 consumers of the PlazaVea supermarket, according to type of
improvement in the structure of their home
 MEJORA EN LA ESTRUCTURA
70% 63%

60%

50%
38%
40%

30% 22%

20% 13%
9%
6%
10%
0% 0% 0% 0% 0% 0% 0% 0% 0%
0%
De 2 a 3 plantas Más de 3 plantas (*)1 habitación (*)De 2 a 3 (*)Más de 3
(pisos) (pisos) habitaciones habitaciones

Corto plazo Mediano plazo Largo Plazo

INTERPRETATION:
 From 2 TO 3 FLOORS: 63% said that they would make an improvement in the
structure of their home in the long term. 38% said that they could make a reform in the
structure of their home in the medium term.
 MORE THAN 3 FLOORS: 9% said they were able to make an improvement in the
structure in the medium term,
 MORE THAN 3 ROOMS: 13% indicated that they would make an improvement to
their home in the medium term.

2.3. TECHNOLOGICAL ARTIFACTS AND DEVICES

According to data issued by the INEI(Informática, 2007) The Tacneño population has
the greatest amount of information and communication services, since 99.5% have a
landline telephone, 94% have a cell phone, 98.1% have a cable TV and internet
connection.

GRAPH Nº5
TOTAL HOUSEHOLDS IN PRIVATE HOMES WITH OCCUPANTS
PRESENT, BY VARIETY OF APPLIANCES AND EQUIPMENT POSSESSED

Source: INEI – 2007 National Censuses: XI of Population and VI of Housing.

According to the characteristics of Plaza Vea consumers, it can be seen that:
  Of every 10 people who enter the store, 9 have a mobile device, and 5 of them
are attentive to any communication alerts (text messages, WhatsApp, social
networks).
 The most used devices in consumers' homes are: television, sound equipment,
washing machine, laptop or computers.
 Purchases in the appliance section only cover 25% of in-store purchases, since
their variety and prices are comparable with those of other places in Tacna
(Mercadillo Bolognesi, Coronel Mendoza and other shopping centers).
 Class A buyers are identified, since they can purchase several devices for up to
an amount greater than S/. 11 000.

TABLE 1.15. Distribution of 43 consumers of the PlazaVea supermarket, according to the

quantity and type of artifacts or technological devices they possess.

ARTEFACTOS Y/O DISPOSITIVOS TECNOLOGICOS

93%

93%
84%

100%

74%
90%

70%
67%

67%
80%
58%

58%
53%
51%

70%

49%
42%
60%
37%

37%
33%

33%

33%

33%
50%
30%

30%
26%

26%
21%
40%
16%

16%

16%

16%
30%
9%
7%

7%

7%

7%

7%

7%

7%
20%
5%
0%
0%

0%
0%

0%

0%
0%

0%

0%
0%

0%

0%
0%

0%

0%

0%

0%
0%
0%
10% Computadora o laptop

Horno microondas
Equipo de sonido

Televisor a color

Plancha eléctrica

0%
Refrigeradora

Teléfono fijo
Cocina a gas
Licuadora

Lavadora

Internet

Celular
Cable
DVD

0 1 2 3

INTERPRETATION: It is observed that all respondents have all the most required appliances in
a home. Denoting your purchasing and economic capacity.

2.4. VEHICLES

The average number of people who visit the establishment do so in:

 Private car, on average the store's garage houses 250 vehicles.

 Taxi, this service is permanent throughout the day, since there is a taxi
association outside the establishment, which provides security and confidence
to customers.
 Bus, a lower percentage of people who visit the establishment transport
themselves by this means, since if they make minimal purchases it allows them
comfortable transportation.
 Plaza Vea is located in the center of the city, which allows the population of the
center to make quick purchases and go home on foot.
 INVESTIGATIVE PROCESS:
POSSESSIONS OF CONSUMERS
OBSERVATION
SHEET N°02
OBSERVATION TEAM:

Date : Aim:
Friday 06/27/16 Know the main characteristics of consumers regarding their family
Hour : possessions.
05:00 pm Observation
Place : The main characteristics observed are:
PlazaVea Store  The target audience of the store is the Middle Class, without leaving
aside the upper middle and lower middle classes. Since according to
the purchasing characteristics, and the purchasing power that some
clients have, they can buy devices between S/ 5000.00 and
S/.11000.00.
 According to data from some surveys carried out, they indicate that
Plazavea consumers have their own homes, or live in apartments,
own private cars or travel in taxis.
 They make purchases for home improvement, accessories, kitchen
utensils, room accessories, etc.
 The purchase of devices such as cameras, tablets, laptops, washing
machines, televisions, Blu-ray, and sound equipment is observed.
 Purchase of stationery, school supplies.
 Purchase of mattresses and car accessories.
 In the garage there are a large number of private cars, which stay on
average for 1 hour and 30 minutes.
3. USE OF FREE TIME
3.1. ENTERTAINMENT
They are all those activities related to a person's leisure and entertainment.
During the survey carried out, the following data was obtained, which shows that Plaza
Vea consumers usually spend their free time on activities such as: reading, meeting
with friends, watching television, shopping, etc.

3.2. TRIPS
It is the action and effect of moving from one place to another by means of locomotion,
it implies a change of location for reasons of visiting family, business, entertainment,
etc.

TABLE 1.16. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of trips they make.

TIPOS DE VIAJES
100%
100%
90% 83%

80%
68%
70% 60%
60%
50%
34%
40%
30% 19% 17%
20% 14%
6%
10% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
0%
Viajes dentro de la Viajes fuera de la región. Viajes al extranjero. No realiza viajes.
región.

1 2 3 4 5

INTERPRETATION: 83% of those surveyed make trips abroad. While 60% make trips
infrequently within the Tacna region. 68% have the possibility of traveling outside the
region.

TABLE 1.16. Distribution of 43 consumers of the PlazaVea supermarket, according to the

reason for the trips they make.
 MOTIVO DE LOS VIAJES
43%
40%
45%

40%

35%

30%
18%
25%

20%

15%

10%

5%

0%
Trabajo / Negocios Entretenimiento / Distracción Visita a familiares

INTERPRETATION: 40% state that they travel for reasons of distraction and
entertainment. While 43% said they do it to visit their relatives.
OBSERVATION SHEET REGARDING THE USE OF FREE TIME

INVESTIGATIVE PROCESS:
USE OF FREE TIME
OBSERVATION
SHEET N°03
OBSERVATION TEAM:

Date : Aim:
Tuesday 06/24/16 Know the activities that consumers carry out in their free time.
Hour :
05:00 pm Observation
Place : The main characteristics observed are:
PlazaVea Store  2.0 and 3.0 consumers are identified, since they are aware of the
offers and discount agreements promoted virtually or thanks to
affiliations through the web.
 The best way to use their free time is shopping, they really enjoy their
walks and searching for the desired products.
 You take advantage of the time by going to the food court, or playing
games with the children, some decide to watch a movie.
 Because of the products they buy, there are consumers who care
about their physique, go to the gym and try to lead a healthy life.
 According to some data collected by consumers, many of them take
advantage of their vacation periods from work to take family trips, out
of the city and even abroad.
 Its main characteristic is to carry out entertainment activities to
release stress.

4. PURCHASE AND CONSUMPTION

It can be considered that buying or consuming are activities that we carry out long before
our birth, this is because our needs require consuming products or services.
Purchase is understood to be the act by which a person takes possession of a good or service
through a monetary transaction.
Consumption consists of the satisfaction of needs that may be present or future. Goods are
used or applied according to the purpose for which they were created, whether for the
satisfaction of needs or for production purposes.
4.1. PURCHASE AND CONSUMPTION HABITS
For research on the consumer behavior of the Plaza Vea Supermarket in terms of their
purchasing and consumption habits, a survey was carried out in which we included the
following questions: how much is the average expenditure in soles per purchase, the
type of payment, the reason why they choose this supermarket, the time they have to
make their purchases within the PlazaVea Supermarket or whether they prefer to go
alone or with someone; these questions gave us a clearer picture on this topic.

4.1.1.EXPENDITURE IN SOLES PER PURCHASE

TABLE 1.17. Distribution of 43 consumers of the PlazaVea supermarket, according to the

average expenditure in soles per purchase.
 GASTO EN SOLES POR COMPRA
33%

26%

16% 16%

7%

2%

Menor a Entre S/21.00 y Entre S/51.00 y Entre S/101.00 Entre S/151.00 Más de
S/20.00 S/.50.00 S/100.00 y S/150.00 y S/200.00 S/201.00

INTERPRETATION: 33% of those surveyed spend between S/51.00 and S/ 100.00 soles
per purchase. While 26% spend between S/101.00 and S/150.00 soles per purchase. And as
a smaller group we have that 2% spend less than S/20.00 soles on a purchase.

4.1.2.PAYMENT TYPE

TABLE 1.18. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of payment per purchase.

TIPO DE PAGO
77%

19%

5%
0%

Pago en Efectivo Tarjeta de crédito Tarjeta de debito Otro(Especificar)

INTERPRETATION: 77% of respondents pay for their purchases in cash. While 5% do so

through credit cards and 19% pay for their purchases with a debit card.
4.1.3.MAIN REASON WHY YOU PREFER THE PLAZAVEA SUPERMARKET.

TABLE 1.19. Distribution of 43 consumers of the PlazaVea supermarket, according to the

reason why they prefer the PlazaVea Supermarket.
 .
INTERPRETATION: 23% of the total respondents mention that they prefer the PlazaVea
Supermarket over the city markets because they offer products on sale, promotions and
discounts, which allow them to save or buy more products. While 21% go to this
supermarket because there is a variety of products. 19% say they prefer this Supermarket
because of the quality of the products. 14% said they preferred the Supermarket because of
the security in terms of facilities. While 12% attend this Supermarket for the convenience
and order in the presentation of the products. 6% said they go to PlazaVea for the status.
And 5% do so for the prestige of the PlazaVea Supermarket.

4.1.4.TIME ALLOCATED FOR SHOPPING

TABLE 1.20. Distribution of 43 consumers of the PlazaVea supermarket, according to the time
allocated for shopping within the PlazaVea Supermarket.
 TIEMPO DESTINADO PARA LAS COMPRAS

63%

33%

5%

Menos de 30 minutos Entre 30 minutos y 1 hora Más de 1 hora.

INTERPRETATION: 63% of the total respondents spend more than one hour making their
purchases at the PlazaVea Supermarket. While 33% make their purchases between 30 minutes
and 1 hour. The minority group of 5% stated that it takes them less than 30 minutes to make
their purchases.

4.1.5.YOU PREFER TO GO ALONE OR ACCOMPANIED

TABLE 1.21. Distribution of 43 consumers of the PlazaVea supermarket, according to the
buyers' preference to be accompanied to the PlazaVea Supermarket.

INTERPRETATION: 40% of the total number of respondents said they preferred to go

shopping with the whole family. While 35% mentioned that they prefer to be accompanied by
their spouse. 21% stated that they wish to go with their children.
Many of those surveyed prefer to go on weekends, to shop and walk with their family.
4.1.6.USUAL HABITS WHILE SHOPPING
TABLE 1.21. Distribution of 43 consumers of the PlazaVea supermarket, according to the
buyers' preference to be accompanied to the PlazaVea Supermarket.
INTERPRETATION: The largest percentage of respondents is dedicated to making their
purchases. 24% said they usually interact with other customers. While 19% said they usually
consult staff about some products.
OBSERVATION SHEET ON CONSUMPTION HABITS

INVESTIGATIVE PROCESS:
CUSTOMER CONSUMPTION HABITS
OBSERVATION
SHEET N°04
OBSERVATION TEAM:

Date : Aim:
Saturday 06/11/16 Know the types of habits that the buyer usually engages in during their stay in
Sunday 06/12/2016 the supermarket.
Monday 06/13/2016
Hour : Observation
18:40 – 19:20 The main characteristics observed are:
09:40 – 10:00  It has been possible to perceive that buyers choose the products they
15:50 – 17:00 require, calculating the monetary value of the amount they are
purchasing (either due to constant purchasing or due to their
Place : economic availability at that moment).
PlazaVea Store  There are differences when making the payment method, whether
cash or by card, this may be due to lifestyle or complete adaptation to
current events. Quite apart from that aspect, the number of buyers
who choose to pay by card turns out to be greater for reasons of
discount and speed.
 A group of buyers, for the most part, attend and buy in this
supermarket, firstly for the offers, promotions and discounts it offers,
secondly for its prestige, security, order and infrastructure.
Meanwhile, there is another group, in a minority, that reverses the
previous order.
 It can be seen that the essential products are located deep inside the
establishment, thus allowing buyers to see another series of products
that may catch their attention; Likewise, the interest in knowing and
trying, making the buyer entertained and spend as much time as
possible in the supermarket; In the same way, there is another series
of factors that encourage people to stay, such as the music (in this
case Latin), the temperature of the environment and the aroma of the
bakery; which also achieve the same objective.
 From the previous point, buyers usually stay from 40 minutes to more
than an hour, quite apart from the lines they have to make the
corresponding payment, which can wait while the buyers continue
moving through the supermarket, until this is longer. short; unless
they are at rush hour (example: leaving work on a Saturday
afternoon).
 The majority of people always look for company (human beings are
gregarious by nature), therefore in observation it has been possible to
perceive that people usually go with their family (if they are young
children), with friends (if they are young people). or adults with older
or independent children), usually starts a conversation with other
clients or staff of the establishment if she goes alone (in terms of
prices, offers, opinions, information), in that order according to the
frequency of what is observed. Likewise, they usually interact, talk
and have fun among themselves in the establishment; staying
unconscious as long as possible.
 There are another series of habits that turn out to be very common or
frequent, such as listening to music (in the event that the music
presented by the establishment does not satisfy the buyer), eating or
drinking, and using the toilets (due to the time stay or if they come
from work), the constant use of mobile devices (Smartphone or
Tablet) in youth and young adults.
 There is a group of people who go to the supermarket because of the
advantages in terms of opening hours of the financial institutions that
are there.

5. MEDIA CONSUMPTION
 According to the latest research carried out by the company Ad-Rem, commissioned by
ConforTV, Peruvians spend 12 hours consuming media (television, radio, newspapers,
magazines and the Internet). The most consumed medium with a 99% is television, in
second place we have radio with 85%.
And the cities that consume the most media are Arequipa and Tacna.
Respondents were asked about the content they regularly prefer on television, radio,
magazines, newspapers and on the Internet to know their tastes and a final question to know
which means of communication they use the most.
5.1. TELEVISION
Television is one of the means of communication that is present in almost every home,
which keeps us informed about events in our city and in the rest of the world, it also
gives us fun, culture and entertainment, which is why Companies advertise their
products or services on the various existing channels and in the programs that are most
widely accepted by the public.

5.1.1.TYPES OF TELEVISION PROGRAMS

TABLE 1.22. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of programs they prefer to watch on television

TIPOS DE PROGRAMAS DE TELEVISIÓN

80%
60%
40%
20%
0%
s

d
ow

os
as

r)
ón
es

les

s
s

lu

ela
rte

ca
ul

ial

ad

ta

isi
sa
sh

ifi
líc

ov
o
lic

en

lev
r&
ep

ec
so

pe

len
po

ni

m
ga

te

sp
D

sa
lo

cu
o

Te
o

ho

s(e
ve
cu

ies

jo

Do
ca

a,
ctá

ro
No
bu
líti
er

od

Ot
pe

Di
S

po

,m
es

de

ica
de

ias

ús
s
cia

tic

M
No
oti
n
a,
ul
nd
rá
Fa

1 2 3 4 5
INTERPRETATION: 26% of our total respondents expressed their preference for movies or
series, while 24% said they watched entertainment programs, shows.
17% said they watch cartoons with their youngest children. 21% said they watch television to
see the news. 12% of those surveyed said they prefer to watch sports programs.
 5.2. RADIO
This means of consumption is mainly characterized by the profound social impact and
the great variety of language towards radio listeners. Unlike television, this medium
requires the least attention, given that the only perception is auditory, in the
dissemination of its messages; allowing the training of stations and audiences to
socialize all listeners.
In the case of the PlazaVea Supermarket consumers, they were asked the type of radio
programming they tuned into the most.

TABLE 1.23. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of programs they prefer to listen to on the radio

PROGRAMAS RADIALES
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
ica

ias

las

io

)
rte

ar
ad
tic
ús

ve

ific
po
M

No

ar
no

ec
De

ch
dio

sp
cu

s(e
Ra

es

ro
No

Ot
INTERPRETATION: 58% of the total number of respondents expressed their preference for
stations that broadcast music (Romantic Rhythm, Rock and Pop. In second place with 43% are
consumers who prefer to listen to news (local stations such as Radio Uno, Caplina, Exitosa and
national stations RPP.

5.3. JOURNALS
Magazines are published weekly, biweekly or monthly, allowing the development and
elaboration of news or information at a slower pace compared to newspapers.
The intention of the survey at this point is to know the type of magazines they usually
consume regularly.

TABLE 1.24. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of programs they prefer to watch on television

INTERPRETATION: 33% of the people surveyed mentioned preferring technology magazines.

While 28% said they prefer fashion, music and miscellaneous items, however, it is observed that
they are the ones that are purchased most frequently compared to the others. The minority group
corresponds to 18% who stated that they do not buy magazines of any kind.

5.4. DIARIES
Newspapers tend to be published at least five days a week, they contain general
information about the current environment; Therefore, misinterpretations or contextual
errors may exist in the collection and development of information, as well as its
credibility (sensationalism). There is a great variety due to the various news broadcasts,
it is aimed at the general public (segmentation to a minimum).
For this reason, it is necessary to know the general aspects of the tastes and interests of
people who resort to this medium, the same one that offers the consumer such
information in an effort to gain popularity.
TABLE 1.25. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of programs they prefer to watch on television

DIARIOS MÁS COMPRADOS

30%

23%
21%
19%

5%
2%

El peruano El Comercio La Razón La Republica Popular/ Ojo/ Diario Correo

Ajá.

INTERPRETATION: Of all consumers, 30% said they prefer to buy the newspaper La
República. While 23% mentioned that they buy the Correo newspaper. And in the minority
group represented by 5% we have the newspaper El Peruano-

5.5. INTERNET
A medium that has been having greater presence in recent years is the internet.
Currently, multiple social groups are using it in the most normal way, not only young
people, but also adults; Most of them begin to live with the impact of advertising, the
search for various information, the frequency of particular websites and the large
number of hours they spend surfing the Internet.

The questions developed in relation to the consumption of this medium will provide
us with a more accurate picture of the type of people who attend the PlazaVea
Supermarket.

TABLE 1.26. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of content on web pages preferred by consumers of the PlazaVea supermarket
INTERPRETATION: 44% of those surveyed stated that they visit social networks more
frequently (Facebook precisely). In second place with 26% are those who use the Internet in
order to search for information of all kinds. While 19% mentioned using the internet to watch
videos on YouTube.
5.5.1.MOST USED ELECTRONIC DEVICES

TABLE 1.27. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of electronic device most used to access the Internet.
DISPOSITIVOS ELECTRONICOS PARA EL USO DE INTERNET

63%

35%

2% 0%

Laptop o computadora Smartphone Tablet Otro(especifique)

INTERPRETATION: 63% of the total respondents stated that they own and use a Smartphone
to access the internet. While 35% do it through a laptop for work reasons. 2% said they do it
through a tablet.
IN SUMMARY:
TABLE 1.28. Distribution of 43 consumers of the PlazaVea supermarket, according to the type
of media most used.
 MEDIOS DE COMUNICACIÓN MÁS CONSUMIDOS

47%

30%

16%

7%

0% 0%

Televisión Radio Revistas Diarios Internet Ninguno

INTERPRETATION: 47% of the total stated that the means of communication they use the
most is the Internet, for work reasons or to socialize. While 30% prefer television. 16% of those
surveyed use the radio for information and 7% buy and read newspapers.

6. PRODUCT OR SERVICE
For a supermarket/retail like PlazaVea, it is important to know which product/service from
different companies has the greatest attention and relevance to the consumer; In this way,
offering different lines of products/services not only with physical attributes, but also with
psychological attributes, such as quality and after-sales service, which are differential
characteristics for the consumer.
For development, observation and survey methods have been used, structured in 2 blocks
(type of consumption and frequency).
TABLE 1.29. Distribution of 43 consumers of the PlazaVea supermarket, according to the
product or service they consume the most.

INTERPRETATION: It is observed that 18% prefer basic necessities (rice, sugar, milk). While
13% buy toiletries and personal care products.
6.1. TYPE OF PRODUCT/SERVICE YOU PURCHASE OR CONSUME
It is important to know the type of product or service that you frequently consume when
visiting this supermarket, the characteristics that attract you to the product or service to
satisfy your needs.
 TABLE 1.29. Distribution of 43 consumers of the PlazaVea supermarket, according to the
characteristics they prefer of a product.

INTERPRETATION: 23% of those surveyed said that they buy a product induced by its
advertising. 18% stated that they do it for suggestions or good comments.
6.2. FREQUENCY: DAY, HOUR AND WEEK
It is necessary to know the frequency with which consumers make their purchases, in
addition to the day and time they prefer to go or according to the time they have to do
so. This is in order to know their habits and use the busiest days to make offers,
promotions or advertise.
6.2.1.FREQUENCY:
Regarding frequency, we will have five options which will group people to
know how many times a month they usually go shopping at the PlazaVea
Supermarket.
TABLE 1.30. Distribution of 43 consumers of the PlazaVea supermarket, according to the
frequency with which they go to buy.

INTERPRETATION: 56% stated that they go once a week to shop, while 30% said they go
twice a week.
6.2.2.DAYS OF CONCURRENCY
According to what the Assistant Manager of this Supermarket told us, the
busiest days are Saturdays and Sundays and on the website, we also got the
 same response; However, we conducted a survey to precisely determine the
busiest days.

TABLE 1.30. Distribution of 43 consumers of the PlazaVea supermarket, according to days of

greatest visit and purchase.

INTERPRETATION: 51% of the total stated that they go shopping on Saturdays. While 35% do
it on Sundays
It should be noted that both days are the busiest days at this establishment.
6.2.3.PREFERRED TIME BY CONSUMERS
Because today's world demands that both parents work, there is little time to
spend with the family and therefore little availability during the day. When
carrying out the survey on the hours they had for shopping or attending
PlazaVea, the following results:
TABLE 1.31. Distribution of 43 consumers of the PlazaVea supermarket, according to hours of
greatest visit and purchase.
 HORAS DE MAYOR CONCURRENCIA

55%

40%

5%
0%

Mañana (9:00 am a Tarde (12:01pm a 5:59 Noche (6:00 pm a 10 Otros(especificar)

12:00 am) pm) pm)

INTERPRETATION: It is observed that the time of greatest influx of public to this

Supermarket is from 6 to 10 pm, with 55%.
7. CONCLUSIONS
 The predominant family structure is the nuclear family.
 Regarding their economic position, it is observed that they have salaries above the
current minimum living wage. Because they have job stability in some cases.
 Generally, consumers are female, although it was observed that shopping as a family is
already a custom, because they go with their children.
 The majority of mobility is their own or they use taxi or bus services to transport their
purchases.
 The preference for this supermarket is due to the promotions and offers they offer, in
large part, and also due to the security and order that their facilities project.
8. BIBLIOGRAPHY
 INFORMATION ABOUT PLAZAVEA
www.plazavea.com.pe/nosotros

 POPULATION AND SAMPLE CALCULATION TOOL

http://www.med.unne.edu.ar/biblioteca/calculos/calculadora.htm

 5 PERSONALITY TRAITS
http://motivacion.about.com/od/Personalidad/a/Los-5-Rasgos-De-Personalidad-
Amibilidad.htm
 http://larepublica.pe/23-03-2015/el-consumidor-peruano-y-su-comportamiento-digital-
en-el-2015
 http://www.arellanomarketing.com/inicio/estudio-nacional-del-consumidor-peruano/
 ANNEXES

Image1 : Plaza Vea Shopping Center - Tacna

Image2 : Plaza Vea Shopping Center - Tacna (At night)

Image3 : Attention and cash collection
Image4 : Interview with the Deputy Manager of the Plaza Vea Shopping Center - Tacna

Image5 : Consumer survey

 Image6 : Plaza Vea Shopping Center website

Image7 : Services offered by the Plaza Vea Shopping Center

CONSUMER BEHAVIOR SURVEY

 (PLAZA VEA SUPERMARKET)
This survey has been prepared by students of the NEUMANN BS BUSINESS SCHOOL of this town, in
order to know the profile of the consumer of the Plaza Vea Supermarket in the city of Tacna, for this reason
we request your collaboration to gather all the necessary information, which will allow us to have a more
accurate overview of the subject.
To complete this survey, check only one of the options with which you identify.
We thank you in advance for your understanding and help.

I. CONSUMER PROFILE
 AGE

 AGE RANGE  GENDER  CIVIL STATUS

o Under 18 years old o Male o Single

o 18 to 35 years o Female o Married
o 25 to 35 years o Widower
o 36 to 45 years o Divorced
o 46 to 55 years
1. FAMILIAR STRUCTURE
o
a) Please
Over mark withold.
55 years an “X” the type of family structure, according to your current situation.

1) Nuclear family (dad, mom and children)

2) Core Family (Grandparents, parents and children)
3) Single Parent Family (one parent and child(ren))
4) Family of welcoming grandparents (Grandparents and grandchildren)
5) Special families (uncles, stepfathers, adoptive parents, grandparents-in-law
and warded minors)
6) Live alone

b) Please indicate the number of members of your family.

1) Just one person (me)
2) Two people (2)
3) Three people (3)
4) Four people (4)
5) Five people (5)
6) Six or more people

2. ECONOMIC SITUATION
a) How much is your family's average monthly income?
1) Less than S/850.00
2) Between S/851.00 and S/1000.00
3) Between S/1001.00 and S/1500.00
4) More than S/1501.00

b) Please indicate the occupation you currently perform.

1) Just study (university/institute)
2) Study and work
3) Work (university or technical profession)
 4) Work (trade)
5) Other (specify)

3. EDUCATION LEVEL

a) What is the highest educational level achieved by you?

has no instruction
2) incomplete primary
3) Complete primary
4) incomplete secondary
5) Completed secondary
6) Incomplete non-university higher education
7) Complete non-university higher education
8) Incomplete university studies
9) Complete university studies.
10) Postgraduate studies (master's, doctorate, specializations)

4. CULTURE AND SUBCULTURE TO WHICH IT BELONGS

a) Mark the nationality and hometown with an X, as appropriate.
1) Peru City
2) Chili City
3) Bolivia City
4) Other (specify) City

b) Apart from Spanish. Select the second language you speak.

1) Quechua
2) Aymara
3) English
4) Other (specify)

c) Mark with an X the religion you profess.

1) Catholic
2) Evangelical
3) Adventist
4) Muslims
5) Jesus Christ of Latter Day Saints
6) None
7) Other (specify)

d) According to the social classes in Peru, mark with an X the one to which you consider you belong.
1) high
2) High average
3) Half
4) Middle-low
5) Low

5. LIFESTYLE ACCORDING TO ARELLANO MARKETING STUDIES

a) According to lifestyles, choose the characteristics with which you identify.
CHARACTERISTICS YE NO
AH
1) Do you consider that you have a higher income level than the average. Modern,
 educated, liberal, cosmopolitan and highly values his personal image. He
innovates in his consumption and is a trend hunter, he is aware of fashion, he
cares about status and consumes “light” products.
2) You are a man who seeks personal or family progress. He works as a worker or
is an entrepreneurial businessman (formal or informal). He is always looking
for new opportunities. It is practical and modern. He believes that studying a
short degree will make him produce faster.
3) You are a woman who works or studies and seeks personal fulfillment as well
as a mother. She puts on makeup, grooms herself and seeks to be recognized in
society. She is modern, against machismo, she loves to go shopping, preferring
brand name products and those who make household chores easier.
4) You are a hard-working, family-oriented man, you value your social status. He
is not quick to adopt “fashion.” You work in an office, are a part-time
employee, are a teacher, a worker or carry out medium-level independent
activities.
5) You consider yourself a fairly religious and traditional woman. He always
pursues the well-being of the entire family and is responsible for almost all
household-related expenses. She is modest and uses makeup occasionally. She
likes soap operas and loves playing with her children.
6) You are of low economic resources, you are reluctant to change, you do not
seek risks.

1) THE SOPHISTICATED 4) THE 6) THE AUSTEROUS

2) THE PREGRESSISTS FORMAL/ADAPTED
3) THE MODERN 5) THE CONSERVATIVES

6. PERSONALITY TYPES AND ATTITUDES

a) Mark with an “X” the box with which you most identify.
CHARACTERISTICS YE NO
AH
1) You tend to experience negative emotions in response to threats. You suffer
from anxiety, depression, and react with anger frequently.
2) You are an altruistic person, you practice empathy, you are friendly and kind to
others. He cares about social harmony and is considerate of others.
3) He considers himself self-disciplined, organized, and exercises control over his
impulses. You have the self-control ability necessary to pursue your goals.
4) You are a sociable, assertive person, you are talkative and express your
emotions openly.
5) He considers himself a person with creativity, imagination, intellectual curiosity
and has great appreciation for aesthetic experiences.
1) NEUROTICISM
2) KINDNESS
3) RESPONSIBILITY
4) EXTROVERSION
5) OPENING TO EXPERIENCE
 II. ECONOMIC SITUATION

1. HOUSING CHARACTERISTICS
a) Mark YES or NO with a “X”, depending on the type of home in which you live.
CHARACTERISTICS YEA NO
H
1) Independent house
2) Apartment in building
3) House in fifth
4) Housing in a tenement house (alley, lot or corralón)
5) Hut or cabin
6) Improbity housing
7) Premises not intended for human habitation
8) Other (specify)

b) Check YES or NO, depending on the material that predominates on the exterior walls.
CHARACTERISTICS YEA NO
H
1) Brick or cement block
2) Quincha (cane with mud)
3) Wood
4) Mat
5) Other (specify)

c) Mark with an “X” according to the district where your home is located.
DISTRICT YEA NO
H
1) Colonel Gregorio Albarracín Lanchipa
2) Tacna
3) Alliance Stop
4) Pocollay
5) Other (specify)

2. HOME IMPROVEMENT
a) What type of improvement can you make to your home in the short (1), medium (2) and
long term (3)?
IMPROVEMENT IN DESIGN 1 2 3 INSIDE ABROAD
1) Noble material (earthenware, marble)
2) Intermediate Material (cement, plaster)
3) Simple Material (adobe, mat)

b) According to the improvement in the structure of your home in the short (1), medium (2)
and long term (3).
IMPROVEMENT IN STRUCTURE 1 2 3
1) From 2 to 3 floors (flats)
2) More than 3 floors (flats)
3) (*)1 bedroom
4) (*)From 2 to 3 rooms
5) (*)More than 3 rooms
 CONSUMER BEHAVIOR

(*)Do not consider bedrooms, bathrooms, dining room/living room and kitchen.

3. TECHNOLOGICAL ARTIFACTS AND DEVICES

a) Please mark with an “X” according to the number of gadgets and technological devices that
work in your home. You can check one or more.
AMOUNT
ARTIFACT AND/OR TECHNOLOGICAL DEVICE 0 1 2 3 or more
1) Stereo
2) color television
3) DVD
4) Blender
5) Refrigerator/freezer
6) Gas stove
7) Landline
8) Electric iron
9) Washing machine
10) Computer or laptop
11) Microwave oven
Internet
13) Wire
14) Cell phone
15) He doesn't have any

4. VEHICLES
a) Please mark with an “X” depending on the type of mobility you use to transport yourself
after making your purchases at the PLAZAVEA supermarket.
VEHICULAR UNIT YE NO
AH
1) Private car
2) Cab
3) Bus
4) Other (specify)

III. USE OF FREE TIME

1. ENTERTAINMENT
a) Please mark with an “X” according to the frequency with which you do each activity during
your free time. You can check more than one option.
FREQUENCY
ACTIVITIES DURING FREE TIME 1 2 3 4 5
1) Read a book, magazine, newspaper, etc.
2) Get together with friends or family.
3) Attend parties, discos or clubs.
4) Watch television
5) Go to the movies
6) Carry out sports activities
7) Carry out domestic activities
8) Shopping
9) Use social networks, games on PC or consoles
 CONSUMER BEHAVIOR

10) Study specializations, workshops, specialization

courses.
11) Go to the gym
12) Sleep
13) Other (specify)

2. TRIPS
a) Mark with an “X” according to the frequency with which you make trips according to the
destination.
CATEGORIES FREQUENCIES PER YEAR
1 2 3 4 5
1) Travel within the region.
2) Travel outside the region.
3) Trips abroad.
4) Does not make trips.
5) Others (specify)

b) Mark with an “X” according to the reason why you make the trips.
REASON YE NO
AH
1) Work/Business
2) Entertainment/Distraction
3) Visit to relatives
4) Others (specify)

IV. PURCHASE AND CONSUMPTION

1. PURCHASE AND CONSUMPTION HABITS

a) Mark with an “X” the amount you spend on shopping at the PLAZAVEA supermarket.
1) Less than S/20.00
2) Between S/21.00 and S/.50.00
3) Between S/51.00 and S/100.00
4) Between S/101.00 and S/150.00
5) Between S/151.00 and S/200.00
6) More than S/201.00

b) Mark with an “X” depending on the type of payment you generally use to pay for your
purchases at the PLAZAVEA Supermarket.
1) Cash payment
2) Credit card
3) Debit
4) Other(Specify)

c) Mark with an “X” the main reason why you prefer to buy at PLAZAVEA. You can mark
more than one.
1) Variety of products.
2) Comfort and order.
3) Security (infrastructure).
4) Prestige of the establishment.
5) Quality of the products.
6) Offers, promotions, discounts.
 CONSUMER BEHAVIOR

7) By status (personal)
8) Other (specify)

d) Mark with an “X” depending on the time you usually spend shopping.
1) less than 30 minutes
2) Between 30 minutes and 1 hour
3) More than 1 hour.

e) Please mark with a “X” when making your purchases at the PLAZAVEA Supermarket.
Do you prefer to go alone or are you accompanied?
1) Prefers to go alone
2) Accompanied by husband
3) Together with the children
4) With friends
5) With the whole family.
6) Others (specify)

f)Please mark with a “X” when making your purchases at the PLAZAVEA Supermarket. Do
you commonly practice these habits?
USUAL HABITS FREQUENCY
1 2 3 4 5
Usually listen to music while shopping
He usually eats while shopping
Usually consults staff about some products
Usually interacts with other customers.
He usually comes in and doesn't buy.
He usually enters to use the SS.HH.
Others (specify)

V. MEDIA CONSUMPTION

1. TELEVISION
a) Mark from 1 (minimum) to 5 (maximum). Generally you use this means to see:
TELEVISION PROGRAMS FREQUENCY
1 2 3 4 5
1) Showbiz, entertainment news
2) Series or movies
3) Political or police news.
4) Sports
5) Music, fashion, home&health
6) Cartoon
7) Documentaries
8) TV soaps
9) Doesn't watch television
10) Others (specify)

2. RADIO
3.
a) Mark from 1 (minimum) to 5 (maximum). Generally you use this means to:
RADIAL PROGRAMS FREQUENCY
 CONSUMER BEHAVIOR

1 2 3 4 5
1) Music
2) News
3) Sports
4) Radio novels
5) He doesn't listen to the radio
6) Others (specify)

4. JOURNALS
a) Mark from 1 (minimum) to 5 (maximum). What type of magazines do you read?
MAGAZINE TYPE FREQUENCY
1 2 3 4 5
1) fashion, music
2) Technology and environment
3) Entrepreneurship, leadership
4) R. specialized (medicine, architecture, etc.)
5) Does not buy or read magazines
6) Other (specify)

5. DIARIES
a) Select the newspaper of your choice. What newspaper do you usually buy and read?
DIARY PREFERENCE
1) A Peruvian man
2) Trade
3) The reason
4) The Republic
5) Popular/ Be careful/ Aha.
6) Daily Mail

6. INTERNET
a) Select one of the options. Generally you use this means to:
CONTENTS (WEB PAGES) PREFERENCE
1) Social networks (Facebook, Twitter, etc.)
2) Job offers or classifieds pages
3) Political or police news pages.
4) Watch music videos or movies on YouTube
5) Fashion, culture pages.
6) Pages to search for information.
7) Does not use or does not have internet
8) Others (specify)

b) Mark from 1 (minimum) to 5 (maximum). Generally, what means do you use to access the
Internet (if you have Internet access)
HALF PREFERENCE
1) Laptop or computer
2) smartphone
3) Tablet
4) Other (specify)

7. SUMMARY

a) Check only one option according to the medium you use most frequently:
MOST USED MEDIA PREFERENCE
1) Television
 CONSUMER BEHAVIOR

2) Radio
3) Journals
4) Diaries
5) Internet
6) None

VI. PRODUCT OR SERVICE

1. TYPE OF PRODUCT OR SERVICE YOU PURCHASE OR CONSUME
a) Mark from 1 (minimum) to 5 (maximum) What type of products or services do you usually
consume?
PRODUCT/SERVICE PREFERENCE
1) Toiletry and/or personal care items.
2) Clothes and shoes
3) Electrical devices or mobile devices
4) Kitchen items (cups, spoons, etc.)
5) Food (rice, milk, noodles, etc.)
6) Bread, cakes, prepared food.
7) Beef, fish, sausages, chicken meat.
8) Fruits, vegetables, tubers.
9) Alcoholic beverages, soft drinks, soft drinks
10) Procedures in financial institutions
11) Use of garage
12) Others (specify)

b) Mark with an “X”. Discarding the price. What features attract you to a product or service?
CHARACTERISTICS PREFERENCE
Due to the packaging design
Because the brand is recognized
Due to media advertising
For suggestion or good comments
Experience and acquired taste
out of habit
Others (specify)

c) Mark with an “X” according to the frequency with which you go shopping at the
PLAZA VEA supermarket. Only one option.
1) Daily
2) Once a week
3) Biweekly
4) Fortnightly
5) Monthly

d) Mark with an “X” according to the day or days you prefer to go shopping at the
PLAZA VEA supermarket. You can check only one option.
1) Monday
2) Tuesday
3) Wednesday
4) Thursday
5) Friday
6) Saturday
7) Sunday
 CONSUMER BEHAVIOR

e) Mark with an “X”. Depending on the time you make your purchases at the PLAZA
VEA supermarket.
Morning (9:00 am to 12:00 am)
Afternoon (12:01pm to 5:59pm)
Night (6:00 pm to 10 pm)
Others (specify)

THANK YOU VERY MUCH FOR YOUR TIME.

 CONSUMER BEHAVIOR

INTERVIEW CONDUCTED WITH THE DEPUTY MANAGER OF THE PLAZAVEA

SUPERMARKET
SUPERMARKET : PERUVIAN SUPERMARKETS SA

TRADENAME : PLAZA SEE

DATE : 03-06-2016

DEPUTY MANAGER : ROBERT JOHN HIGINIO CHIMA

1. AIMED AT THE SEGMENT OF:

 Class B

2. AVERAGE AGE OF CONSUMERS:

 Between 25 to 60 Years

3. CONSUMER:
 Of every 10 people, 1 is a foreigner (mostly of Chilean nationality).

4. DAYS OF GREATEST CONSUMERS INFLUX:

 1st Biggest sales day : Saturdays
 2nd day of highest sales : Sundays

5. TIMES OF GREATEST CONSUMERS INFLUENCY:

 Mornings : 11 a.m. - 2 p.m.
 Afternoon : 5 – 8 pm

6. AVERAGE OF WOMEN AND MEN WHO GO TO THE STORE:

 75% WOMEN
 25% MEN

7. PURCHASE AVERAGE (Average between the highest and lowest ticket)

 55 soles

8. PERCENTAGE OF CONSUMPTION, ACCORDING TO TYPE OF PRODUCTS

 55% Groceries (Rice, sugar, household supplies, etc.)
 25% Non Food (appliances, Textile, Basar, Shoes, etc.)
 20% Perishables (Prepared food, meats, bakery, sausages, etc.)

9. CHARACTERISTICS AND/OR SCOPES THAT PLAZA VEA PERCEIVES FROM

CONSUMERS:
 Informed clients
 Demanding
 BYC Class Customers: They come for the 3x2
 Class D and E Customers: They come for a discount on a product.
 Retirees: They spend an average of 250 soles on adult diapers.
 According to Rolando Arellano's Lifestyle, those who frequent the store (1st
place: Formal, 2nd place: Progressive, 3rd place: Modern)

10. PLAZA VEA HAS:

Own brands that are:
 Bell
 Florence
 CONSUMER BEHAVIOR

Which is known abroad as White Label.

11. MARKETING TECHNIQUES USED BY PLAZA VEA

 They place the offers, essential products (vegetables, bread, rice, sugar, etc.) at
the back of the store, meaning that the consumer will have to go through the
entire store to find what they want to buy.

 Smell (Ex: They make bread inside the store)

 They play Latin music

 Temperature (Not too cold, not too hot)

 Enough space between aisles

 Keep hallways clear of obstructions

 They place products of greater consumption at the top or at the bottom, in the
middle they place products that are not known or not very commercial.

 Suppliers negotiate spaces in stores for a year.

 Couponazo; For every 100 soles purchased they give you a coupon of 50 soles to
be consumed on another date (whichever is beneficial to the store.

*It should be noted that photos and recordings were not allowed.