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COLOMBIANS SHOW LITTLE BRAND LOYALTY.

Rising underemployment is leading more Colombians to base their purchase decisions on price rather than brand preference. In addition, shoppers are opting for multiple trips to the neighborhood store for small purchases rather than loading up on products at supermarkets. Since purchases are often made in very small quantities, food products are often repackaged in small quantities at neighborhood stores. Tight household budgets have benefited small stores that are willing to sell individual disposable diapers or cooking oil by the spoonful.

An estimated 31 percent of Colombia's labor force is underemployed. Most of the workers in that category have irregular earnings rather than a set wage. Since they are not able to save from day to day, whatever the wage earner brings home is spent the same day. Real wages rose in 2003 and will increase slightly in 2004 but real wages have not regained the level registered prior to the economic crisis of 1998.
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Publication:Market Latin America
Article Type:Brief Article
Geographic Code:3COLO
Date:Jun 1, 2004
Words:155
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