This dissertation is directed towards the retail world of France. The study is undertaken for the final term of this academic year's research project. To make the topic of study as dynamic and interesting as possible, I have presented a suitable title for the dissertation. Hence, at the outset, the title defines the subject, which includes naming the retailers and referring to the differences between these competitors.
Primarily, this study covers the traditional hypermarket format, the most common format against the innovative hard discounter concept. There are several names for "hard discounter", such as "maxi discount" and "soft discount". Hard discounters are a place of purchase where prices are mostly lower, yet marketing and customer service are not a priority. This concept is the opposite of the definition of a hypermarket. A hypermarket is a self-service retailer that achieves more than one third of its sales in food and whose sales area is greater than or equal to 2,500 square meters. This phenomenon is spread over geographical and cultural locations and determined in this case by France.
When we analyse a possible title: "Hypermarket versus Hard Discount"; there are two distinct formats for retailers where the struggle over the French market is very intense. A title such as "Hypermarket versus Hard Discount" could refer to a series of enumeration and differentiation between these two competitors. But the problem between these two formats would be more attractive. To conclude, "Hypermarket's Struggle against the Development of Hard Discount in France" defined and delimits the subject while referring to the problem and its location.
[...] As I could not collect opinions of professionals, I have decided not to cite this alternative in my dissertation but use it as a support to the comments made in-store and to support the statistical data collected. List of References Agulhon. Nouschi. Schor.R France from 1940 to the Present , Editions Nathan, Paris. Belot.L Mass distribution noted on its policy of purchasing Christmas Le Monde November p 9. Benayed.N 2002. Eurostaf Survey by, Leclerc, Carrefour, Intermarché, Auchan supermarkets , Volume 2. [...]
[...] Lhermie.C Carrefour or the invention of the hypermarket, Vuibert, 2nd édition. Magaud.C & George.C Hard discount on all fronts, outlets, No may. Moati.P The future of retailing , Editions Odile Jacob, Paris. Pape.E,2005. What can Europe learn from the “exception Française”, Newsweek International. Sassatelli R Consumer culture history theory and politics edition Sage, London. Tinard C. & Y.2003. French supermarket chains: Predator or Scapegoat?, Editions Litec, Paris. Uguet J Social: the hard, nothing but hard, Linear, No September . Ushiyama.K Survey by Eurostaf, The questioning of the hypermarket. [...]
[...] The target was the heads of households in an area comprising hypermarkets, supermarkets, hard discounters and corner shops. The study was developed in June 2006. Timescale In preparing this dissertation, tasks during the years 2007 and 2008 are as follows: September October November December January February March April Research proposal Research about the subject Appointment with the supervisor Objectives Definition Appointment with the supervisor Interview & store visit Literature Review Writing the dissertation Appointment with the supervisor Appointment with the supervisor Supervisor correction Layout Resources and Access to Study Population It was not difficult to find information on retailers. [...]
[...] The hypermarkets are struggling against the rise of hard discounts food in France. The stakes are crucial. One should know that the hypermarket format represents almost a third of turnover in the retailer market. But the arrival of a new concept in this market is a major threat to the hypermarket. Finally, the problem facing this particular industrial war is to know the place of consumer and the means used by the retailer to gain market share. Aims and Objectives of the Research This dissertation is directed at gaining knowledge about the means that are put to work by large retailers to counter the hard discount in France. [...]
[...] To complement the economic understanding, a concrete example of a hypermarket chain Carrefour - the leader and innovator of the hypermarket concept in France and renowned internationally was described. In his work, “Carrefour or Invention of the Hypermarket”, C. Lhermie, (2003), states that Carrefour has become the first distribution group in Europe and second group worldwide. The group's can be attributed to Marcel Fournier and two brothers, Jacques and Denis Defforey. Despite the criticism from sceptics, they invented a revolutionary concept: the hypermarket, which has revolutionized French trade. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
