The lure of supermarkets

It seems that supermarkets are attracting thousands of shoppers’ everyday, and apparently, during weekends and holidays, they have a grip on customers. Super markets are a new thing to most Rwandans. The emergence of Simba and Nakumatt Supermarkets changed the shopping habits of many Rwandans. Due to the convenience that comes with the so-called under-one-roof ‘giant’ retail shops, corner shops and neighbourhood kiosks, are losing customers who make bulk purchases, while enjoying the ambience of the outlets. More Rwandans now prefer to buy their wares from supermarkets. Normally, supermarkets target household items’ buyers. And there are also mini supermarkets that are taking services closer to residential areas. Their diverse catalogue has enabled them to emerge as popular grocery outlets, with many people now buying their vegetables from supermarkets, thereby snatching the market from street vendors. A range of factors contribute to this trend among Rwandan shoppers, threatening the survival of neighbourhood retail shops and kiosks. A supermarket’ shopping experience, is one of convenience, because shoppers can get parking space and buy many products and services under-one-roof. The convenience does not stop there as supermarkets, give a different twist to the shopping experience. They house other service providers like eateries, beauty parlors and entertainment spots. The availability of diverse products on offer ensures that the malls have a grip on shoppers and because of the wide array of the products and services available, shoppers tend to spend more money during a shopping outing. This has seen them emerge as lifestyle centres, and ensuring that other than shopping convenience, they are also social places. The social aspect of shopping in supermarkets influences consumer purchasing decisions, because where one is seen shopping, is a matter of great importance to some people. A good example is the Nakumatt and Simba supermarkets which besides the various consumer products they provide; also have entertainment spots which are always crammed to full capacity. Shopping malls that have social amenities make a lot of money because customers like hanging around such places, and in the process spend more. dedantos2002@yahoo.com