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* The Future of Discounters – The Shopper Perspective 29/05/2009 *
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Value Shoppers in Europeh  

Shoppers' views on discounters in the current recessionary environment, and how shopper attitudes vary across European markets

  

The recession is causing shoppers to break from their established routines and to seek out both value, and values. They are re-evaluating their perceptions of discounters, and changing their shopping habits accordingly - for many, these new habits will stick.

IGD has spoken to thousands of shoppers across four key western European markets (France, Germany, Great Britain and Spain) to understand what they really think about discount retailers, and what is driving their purchasing patterns. For many discounter shoppers, the appeal is about far more than price.

This new report provides practical shopper insight that is essential for all grocery businesses.
 
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The Future of Discounters – The Shopper Perspective will help you to understand:

Identify how shoppers are adapting their purchasing, and whether these are temporary or permanent changes

Discover how shoppers perceive the quality of products sold at discounters compared to those in other channels

Explore shoppers’ reasons for shopping at discounters, and their perceptions of the offer

Understand the spectrum of discount shoppers, and the different shopping missions the format supports

Compare shoppers in France, Germany, Great Britain and Spain


 
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EXECUTIVE SUMMARY
  • Key findings
  • Implications
RESEARCH OBJECTIVES AND KEY QUESTIONS
  • Research methodology
HOW IS THE RECESSION CHANGING SHOPPER BEHAVIOUR?
  • Impact of the recession on British food shoppers
  • Impact on British shoppers if the recession worsens
  • Impact of recession on shoppers in western Europe
WHAT IMPACT IS THE RECESSION HAVING ON DISCOUNTER USE?
  • Growth of the European discount retail channel
  • Are British shoppers buying more or less from discounters?
  • More or less from discounters by British shopper type
  • Are European shoppers buying more or less from discounters?
  • Is this trend solely driven by the recession?
  • Why are British shoppers buying more from discounters?
  • What causes British shoppers to buy less from discounters?
  • Shopper trends in discount and private label
THE DISCOUNTER SHOPPER
  • Types of British discounter shopper
  • Is there a 'typical' British discount shopper?
  • Discounters are used for a range of shopping missions (GB)
  • Types of European discount shoppers
WHAT DO SHOPPERS THINK OF DISCOUNTERS?
  • Why do shoppers choose discount stores?
    • Price and promotions
    • Products
    • Convenience
    • Reputation
    • Ease of shopping and limited ranges
  • Reasons for choosing discounters, by shopper type (GB)
  • Why do European shoppers choose discount stores?
  • British shoppers' perceptions of discounter product quality
  • Discounter quality perceptions by British shopper type
  • European shopper perceptions of discounter product quality
SHOPPERS' VIEWS ON FUTURE DISCOUNTER DEVELOPMENT
  • What would lead British shoppers to shop more at discounters?
  • Manufacturer brands in British discount stores
  • Improvements by shopper type (GB)
  • What would lead European shoppers to shop more at discounters?
KEY INSIGHTS AND IMPLICATIONS
 
APPENDIX
  • Quantitative research methodology
  • National survey
  • Qualitative research methodology
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