Consumption: Mauritians are Turning to Low-Priced Products

9 years, 6 months ago - November 12, 2012
If fifteen years ago, the products of the brands were rated in 2012, are those sub-brands that are most popular. There are three categories of consumers. A for "Upper Middle Class", B for "Middle Class" and C for'"Lower Middle Class".

The quality of consumption is declining. Thus, the products of big brands, locally manufactured products and sub-brands have their own clientele.

For Kalyani Gungadin, 35, Customer Care agent and Pointe-aux-capita Canonniers, "Derivatives 'low cost' are helping those who can not afford high-end products. Generally, the quality is not bad for the price. Personally, I'm between branded and 'low cost'. Dairy products, pasta, canned products and cosmetics are some imported products I buy. For the rest, I flaps that are cheaper. We are only two, so we have no hesitation too. "

It is different for Marie Leveque, 29, entrepreneur and living Baie-du-Tombeau, "I do not trust the sub-brands and cheaper products. But I do not extravagance. I love trying new products out of curiosity and I based on price / quality ratio. "

Liseby Ngok Lo, 66, and Danielle Kuen Tong, 47, are two friends who do their shopping in Port Louis each week. They are unanimous. "What interests us is all that is on promotion. Advertisements are scrutinized in search of supermarkets who practice the lowest prices. Sub-brands are also the products that we buy more. For example, we prefer to take a jar of mayonnaise in a sub-brand of 750 g to Rs 77.99 rather than big brand to Rs 349.99 for the same amount. The taste comes close. "

For Khadaroo Aslam, 52, manager of a branch of spare parts and resident of Coromandel, "I seek only the products that bear the label 'Halal'.

For fresh, it is the market that I'm aware. Products in supermarkets are generally expensive, but a matter of trust, for the majority of my shopping, I prefer brands, whether imported or local. In addition, sometimes the price difference is not significant. However, I would have preferred that the government find a formula to standardize the prices of local products and imported ones, because prices differ from supermarket supermarket. "

Three categories of customers

Sanjay Gour, manager of the Winner's Port-Louis, gives us an overview of shopping in the Winner's supermarkets across the island. "Our stores welcome three categories of customers. Two-thirds buy local alternatives, or products distributors Winner's special. These products are bestsellers and are of slightly lower quality than those of big brands. " Purchasers of Class A are more selective and are generally loyal to their brands.

Customers of class B are a bit more curious. They try new things. They buy local products, some sub-brands and imported products on promotion. Category C, by cons, seeks what is cheaper. However, during the promotions, they are all full! They are class A, B or C, they're all waiting impatiently promotions, "says Sanjay Gour.

Ignace Lam, director of three hypermarkets and three Express Intermart Mauritius, is also of this opinion. "Mauritius is the country that holds the record promotion globally. This is the market demand. If there are no promotions, the majority of products may not be sold. Everyone is looking for quality products at low prices. " Intermart displays the slogan "United against the cost of living."

Thus, the products on the shelves are designed to appeal to all categories of buyers, and with the wide range of branded products such as international distributors 'Musketeers' products defy competition. Ignace Lam still wanted to clarify one point: "You can not call these products at low prices as products 'low cost'. These are products that are making international brand distributors. These products create a maximum of 20% of the global market. "

These products cheap interest all categories. According to a statement posted prices in various supermarkets, the food, the price difference between rice brands and sub-brands of rice reach Rs 100. The canned products show a difference of Rs 10 to Rs 15.

It is the same for meat and frozen fish. For laundry, there is a difference of Rs 80 to Rs 100 between the different brands. Ditto for softeners. In the range of detergents, there is an average of Rs 15 to Rs 65 between products imported brands, products manufactured locally and 'low cost'. The radius of perfumes and cosmetics, a price difference of Rs 25 to Rs 40 can be observed.

"These products cause a real dumping on the market"

Suttyhudeo Tengur comment on this trend: "This result is reached by the force of things. Consumers had to make the best choice. " The President of the Association for the Protection of the Environment and Consumers (APEC), explains that the decline in the quality of consumption is due to the "rate of inflation is 4.2% and the devaluation of the rupee which is currently 7%. Purchasing power has been greatly affected. Consumers turned to cheaper products and low end, it reluctantly. "

However, according Suttyhudeo Tengur, importers and wholesale traders are primarily responsible. "Upon arrival at the port of these products, they make 'mark up' excess of 40% to 50% of the price charged by the producer. Before these products end up in supermarkets, the 'mark up' has already reached 70% more at least. " In addition, the President denounces the report of the Observatory prices. "They create aggressive competition in the market.

Outlets fall into the hard discount and they end up creating their own label by providing producers with low range. These products cause a real dumping on the market. But it remains to be seen whether these products have been certified by the Standards Bureau. Consumer associations should do more of Maurice descent from these traders, " ends there.


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