FRANCE: LOYALTY TO RETAIL CHAINS
Article Abstract:
The Brands survey of 170,000 consumers carried out in 19 countries, concerning the perception of 800 brand shows that food retail chains suffer from a lack of image which makes itself felt concerning brand loyalty. In 2000, food distribution had only a 19% satisfaction rate, compared with 22% in 1998, while the brands in the manufactured products sector had scores of around 34%. The French are not attached to retail chains (attachment being understood and the brand's rational and emotional relationship) and the best food retailer had an attachment rate of only 20% while the best non-food retailer had a 43% attachment rate. Consumers judge the effect of the retail chain and base their attachment on price, and price promise. In 2000, the price criteria is predominant for 56% of the people surveyed, compared with 41% in 1998. A company which has a low price promise can obtain consumer loyalty if it keeps this promise - as Aldi, the discount store does. The survey shows that consumers are disappointed by the price promise of retail chains. In 2000, 37% of consumers thought that Casino's prices were too expensive concerning what they were willing to pay. At the same time, Casino's brand awareness declined between 1998 and 2000. Intermarche's brand awareness, on the other hand, rose. Only 9% of those surveyed think that Intermarche's prices are too high compared with what they are willing to pay.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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FRANCE: SURVEY OF TREND CREATORS
Article Abstract:
Secodip's SIMM 2001 survey of those who like innovations puts these people into five major categories. The Promoters are the most numerous, represented 28.8%, followed by Apprentices with 19.9%, and Experts with 19.5%, then Accidents with 15.3% and Precursors with 14.4%. Of the Precursors, also called 'early adopters,' 58% are male and 42% are female, and they have high income and education levels. They tend to be young - 63% are under 24 - and 30% are in the Paris region, and 14% in the Province-Alpes-Cote d'Azur region. They are enthusiasts for rare, expensive retail chains and brands, which they abandon once they are successful. They avoid supermarkets and hypermarkets with the exception of Monoprix and Marks & Spencer. They are not much interested in loyalty formulas, but instead go for services such as child-minding and delivery, Sunday openings, and after sales service, which could lead them to go to large retailers. They are very keen on new technology such as the Internet and WAP telephones, and they do not hesitate to pay high prices to have a good product. They have a tendency to pay for brands, but this doesn't make them loyal to major luxury brands. Although they let themselves follow their momentary urges, they spend a lot of time getting information on brands and comparing them.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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France: Stores and clients
Article Abstract:
According to the Parcours survey of 2,200 people carried out by Media Mundi and Sereho, 36% of those surveyed said that they lack time and 61% say that the organise themselves to save time. Of those surveyed, 57% said that they go to the city centre to do their shopping, and 68% said that they go once a week. This survey show four types of consumers: strollers (35%), those who migrate (33%), the wanderers (18%), and those who stay put (14%). Transport operators are interested the shoppers new behaviour in terms of mobility and demand for shops and services in transit areas. Petit Casino has opened stores in the Roissy airport, at the Paris Austerlitz rail station, and at the Strasbourg station, as well as in 180 service stations. Petit Casino hopes to strengthen its presence in railway stations and to develop automatic vending machines via Petit Casino 24.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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