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Supermarkets face out food discounters: from buying to shopping

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  1. Abstract.
  2. Introduction.
  3. Similarities and differences between supermarkets and food discount stores.
    1. Some definitions.
    2. Differences: 4 P's.
  4. How food stores influence and affect the making decision process of consumers?
    1. Low price strategies.
    2. A strategy to influence the buying making decision.
  5. Methodology.
    1. Identification of research problem and purpose.
    2. Development of theoretical framework.
    3. The research methods / techniques and its processes.
    4. The selected methodology: Aims, choices and limitations.
  6. Findings.
    1. Comparison between Aldi and Asda in term of impressions, feelings, atmosphere and layout.
    2. Comparison between Aldi and Asda in term of human services.
  7. Discussion.
    1. Is there any differences between the theory and the reality in terms of general and basic aspects of supermarkets and food discount stores?
    2. Do the stores environment theories fit to the store environment's realities?
    3. Is the store environment a real factor to take into account in the store loyalty process of customers?
  8. Conclusion.
  9. References.

The following report encompasses four main parts, i.e. a literature review developing theories on the selected topic, a research methodology helping in the selection of the most accurate research method, findings following from the primary research and a discussion confronting the literature review and the findings. To start with, the literature review investigates the recent increase of the food discounter's format and tends to give a comparison with the supermarkets one, leaders of the food industry. This section mainly tackles the food retailer strategies and the competitive advantages they try to cultivate, notably the store loyalty. Thus, this part brings to light the relationships between the store loyalty and the store perception, via the example of the store environment as factor of negative or positive perception. This part finished on the highlighting of an opportunity to create store loyalty via a better store perception for food discounters. Then, the research methodology aims to determine the most accurate research design, method and technique in order to carry out properly a marketing survey. This theoretical framework shows the qualitative approach as the most suitable because of the nature of the needed information, i.e. the observation of behaviors, attitudes and habits of customers, especially in food discount stores and supermarkets. The selected approach is more precisely a mystery shopping with a questionnaire on the store environment in two food retailers: a supermarket (Asda) and a food discounter (Aldi). To continue, the findings are the results from the primary research in the form of marks, that is to say from the mystery shopping. The findings are accompanied by an analysis following from the results underlining the main similarities and differences between both food retailers in term of store environment and impact on the behaviors and attitudes of customers. This latter is mainly based on the store interior of both food retailers through the layout, the atmosphere or the merchandising principles and tends to deliver a critical picture of the differences in the elaboration and the potential impacts on the buying decision process and then the store loyalty of customers.

[...] Nevertheless, food discounters demonstrate clever ideas in term of store environment, most of the time in a save time logic but leading to convenient shopping experiences. For instance, the management of the queue, the rapidity of checkout assistants and the elaborated checkouts permit to save time not only for the discounters but also for the consumers (Cf. Appendix II-3-6). This saving time permits to create store loyalty, especially toward emerging consumers looking for convenient solutions and products just in time (Newman & Cullen: 2002). [...]


[...] The selected methodology To synthesize, the aim of the study lies in the definition of how food discounters' environment suffer from bad perception compared to the one of supermarkets and how store environments influence feelings and the wish to come back for shopping. To answer, the study will use a qualitative approach establishing a diagnostic of food discounters' perceptions and to study behavioural patterns generating by the store environment. To achieve these objectives, the study will use a quantitative tool even if this point is debated: observational data method, well structured, direct, disguised and human to answer to the necessity to simply observe and record data. [...]


[...] The objectives were to define how food discounters' environment suffers from bad perception compared to the one of supermarkets and demonstrate how negative or positive feelings can influence and affect the buying decision process and the probability to come shop again, hence the relationships between store perception and store loyalty. To conduct this primary research, a qualitative approach based upon an observational data method, to be precise upon a mystery shopping has involved two food retailers: Asda as supermarket and Aldi as food discounter. [...]

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