Hypermarché, cybermarché et courses alimentaires: quels projets d'usage par les consommateurs ?

Karine Picot-Coupey, Gérard Cliquet and Christine Petr ()
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Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Christine Petr: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: If e-commerce in general experiences sustained growth, French cybermarkets find it difficult to develop while the hypermarket format is struggling. The literature provides very few answers to questions on shopping and e-shopping behaviour in the grocery sector with empirical evidence nearly limited to the North-American market. The purpose of this research is to investigate how consumers plan on using cybermarkets and hypermarkets for grocery shopping. An empirical analysis based upon qualitative data collected by personal interviews of 61 French consumers is presented. Results suggest that, even so it is highly criticised, the hypermarket format continues to make sense to French shoppers. The cybermarket usages are difficult to imagine by French customers and seem to correspond to two target segments: the "reluctant to hypermarket" and the "organised".

Keywords: grocery shopping; hypermarket; cyber market; qualitative research; magasinage alimentaire; hypermarché; cybermarché; étude qualitative (search for similar items in EconPapers)
Date: 2010-01
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Citations: View citations in EconPapers (1)

Published in 9th International Conference Marketing Trends, Jan 2010, Venise, Italie. 26 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00459983

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