Perceptions des consommateurs de la sortie de Lidl du hard discount alimentaire en France

F. Cheriet

Working Papers MoISA from INRA, UMR Moïsa

Abstract: 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, we asked about consumer perceptions of the image of Food hard discounter of Lidl. Our results show a perceived "repositioning" Lidl, and a relative gain in competitiveness. ....French Abstract: En 2012, la direction de l’enseigne Lidl en France annonçait un changement majeur de la stratégie du pionnier du « low cost » alimentaire. Un vaste plan est alors mis en place en termes d’investissement, d’organisation des magasins de communication et d’image du distributeur. Les perceptions des consommateurs de l’image de Lidl ont été recueillies via deux enquêtes (2011 et 2016). Nos résultats montrent un « repositionnement » perçu de l’image de Lidl et un gain relatif en compétitivité.

Keywords: HARD DISCOUNT; FOOD RETAILER; DISTRIBUTION; LIDL; FRANCE (search for similar items in EconPapers)
JEL-codes: O33 O55 Q16 (search for similar items in EconPapers)
Date: 2019
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