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Perceptions des consommateurs de la sortie de Lidl du hard discount alimentaire en France

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.
Keywords : hard discount
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https://hal.inrae.fr/hal-02788619
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Submitted on : Friday, June 5, 2020 - 3:55:26 AM
Last modification on : Thursday, February 11, 2021 - 11:40:02 PM

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  • HAL Id : hal-02788619, version 1
  • PRODINRA : 458411

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Foued Cheriet. Perceptions des consommateurs de la sortie de Lidl du hard discount alimentaire en France. 2019. ⟨hal-02788619⟩

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