超市之间的价格战确实使顾客在衰退时期受益。但主要的折扣超市Aldi和Lidl不能得到所有的零售市场。由于竞争对手的激烈竞争，他们无法在市场上保持最便宜的零售商的地位。这个项目希望讨论一些大超市如乐购之间的趋势，Asda和Sainsbury的价格竞争和aldi.it如Lidl折扣零售商关注的主流连锁超市来克服经济衰退影响的策略。
ABSTRACT 摘要
The price war among supermarkets does really benefit the customers in recession time. But the major discount supermarkets like Aldi and Lidl cannot get the all grip on the retail markets as they had it at early stage. They are not able to maintain the position in the market as cheapest retailers because of tough competition from rivals. This project hopes to discuss some of the trends among major supermarkets like Tesco, Asda & Sainsbury's in pricing to compete with discount retailers such as Lidl and Aldi.it also focus on the strategies made by the mainstream supermarket chains to overcome the recession effects.
Topic
In the current economy, will the retail discounters loose out? A case study of Aldi and Lidl.''
Aim and Objectives
Aims-Identify the Strength, weakness, opportunity and Threat of Aldi and Lidl to sustain as discount retailers in the current retail market.
Objectives:
1. Find out why people shop at Lidl and Aldi? Their perceptions of the brands, how often they come? How much they spend?
2. To ascertain why Lidl and Aldi customer loyalty has diminished since the competitors changed the strategies.
3. To evaluate the effectiveness of Lidl and Aldi's recent repositioning strategies on their brand image
Review of Literature:
Scientific and technological revolution have shaped an effective and innovative business order .Since the source of information and information procedures have become rapid and convenient ,the business atmosphere has turn out to be more chaoetic.Consumers are showing their buying capacity with an expectation of high quality for reasonable price. As there are liberal policies, new products and services are launching every day in to the market. Information technology plays a crucial role in the business world with up dated information and rapid way of communication
1. Customer Behavior
Customers are offered tremendous bundle of choices. Some people restricts their choices, becoming relationship oriented with some organization (Sheth and Parvatiyar, 1995) and have the potential to become long life customers. Customers' life cycles are becoming increasingly transitory due to the severe impact of competitor's action on existing relationships (Reinartz and Kumar, 2000). Consumer behaviour in retail sector is characterized by impulse purchasing and fickle customers (Newman and Patel, 2004).. This may do to the fact that customers do not experience any switching costs when changing their supplier (Reinartz and Kumar, 2000). Others exhibit switching behaviour in their shopping (Peterson, 1995) and split their purchases among several
Table.1: Attributes of store image
Most Frequently Cited Attribute
Other Attributes
1. Merchandise:
* Selection
* Quality
* Price
* Styling
2. Service
3. Clientele
4. Physical facilities
5. Convenience
6. Promotion
7. Store atmosphere
8. Institutional
9. Post-Transaction
2. Brand:
When a brand is communicated through advertising, packaging and merchandising, it aims to create confidence and minimise the purchasing risk to the consumer (Palmer, 1996). Such attributes, it is held, are particularly important when buying fashion products (de Chernatony and McDonald, 1992; Doyle, 1991). In brief, brand values provide a promise of sameness and predictability (Keller, 2003).
Branding came to be understood as providing a unique mixture of benefits that satisfy rational needs, but also emotional ones, by facilitating and simplifying the consumer's choice process through behavioural shortcuts, habit and perception. Successful brand is defined as a name, symbol, design or some combination of these, which identifies the a€˜a€˜product'' of a particular organisation as having a sustainable differential advantage (Schmitt, 1999).
3. Positioning
To understand positioning from a customer perspective, it is important to explain what is posit
