Annex White book.pdf

A5.2.3CONSUMPTION DEPENDING ON SALES LOCATIONIn Spain: the data for saffron sales is obtained from supermarketsand hypermarkets that are classified according to their m2 capacity:large-scale stores: from 1001 to 2005 m2, medium-scale stores: 401 to1000 m2 and small-scale stores: 100 to 400 m2 .Following graphic shows total and partial supermarket and hypermarketsales.Graph. 12 Total/partial sales in hypermarkets and supermarketsThe above graphic shows that there is no great difference in total sales forthe three years at issue. Customers preferring the use of saffron in threadspurchase them in supermarkets. This tendency remains constant during thethree years of the research. In particularly, data shows that the customersprefer to purchase the spice in small supermarkets. Thus we assume thatcustomers use hypermarkets for long shopping lists and supermarkets forshort shopping lists. The purchase of saffron belongs to a short shopping list.Another explanation would be that the demand for saffron, given the fact thatit is consumed in small portions, depends on a “short time” decision. Thereforeimmediate purchase can take place at the neighborhood supermarket.In Greece the sales volume in supermarkets showed an increase of68% compared to 2004. Total sales value shows also an increase of 79%for the year 2005 compared to the year before.199