Entre prix bas et nouvelles sources de différenciation: Quelle stratégie pour les hard discounters ?

Abstract

With the increasing number of discount stores and the price competition between traditional retailers, hard discounters are thinking about their positioning. To help them in their thought, the concepts of store price image and perceived value are mobilized, and a survey was carried out with 196 consumers. The study of the store price image demonstrates that the price positioning of hard discounters is well perceived but can be strengthened by increasing several dimensions of the concept. The analysis of the perceived value underlines the relevance to complete this price positioning with the use of non-economic criteria of differentiation. To deepen these results, certain characteristics related to the store and consumer are considered. © 2013 Lavoisier. All rights reserved.