Rupture or not rupture ? Les perceptions des consommateurs de la sortie de Lidl du hard discount alimentaire en France

Foued Cheriet ()
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Foued Cheriet: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier

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Abstract: The emergence of the "low cost" models and the food hard discount stores constituted real strategic breaks. What happens when we leave this model by adopting major strategic reorientations? In 2012, the French Lidl top management announced a major strategy change of the "low cost" food specialist. A comprehensive plan is then implemented both in terms of investment and organization of stores and in terms of communication and image change of the retailer. Based on two surveys of French consumers, conducted before (2011) and after (2016) the Lidl strategic plan, we asked about consumer perceptions of the image of Food hard discounter of Lidl. Our results show a perceived "repositioning" of Lidl, in terms of image and a relative gain in competitiveness.

Keywords: hard discount; repartition; distribution; performance; comportement des consommateurs; stratégie commerciale; france; marketing (search for similar items in EconPapers)
Date: 2017-06-07
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Published in 26. Conférence de l'Association Internationale de Management Strategique (AIMS), Structure Fédérative de Recherche Management et Économie Lyon Saint-Étienne (SFR MAELYSE). FRA., Jun 2017, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01608206

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