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Consumers Perceptions about Lidl exit of food hard discount in France
[Perceptions des consommateurs de la sortie de Lidl du hard discount alimentaire en France]

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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)

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.

Suggested Citation

  • Foued Cheriet, 2019. "Consumers Perceptions about Lidl exit of food hard discount in France [Perceptions des consommateurs de la sortie de Lidl du hard discount alimentaire en France]," Working Papers hal-02788619, HAL.
    • Handle: RePEc:hal:wpaper:hal-02788619
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-02788619
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    References listed on IDEAS

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