Discount Shops and Purchasing Behaviour of Italian Families
Carlo PescettiandPaolo Duranti IHA Italia SpA, Italy
Part One
The Development Of Discount Retailers In Italy
The first Discount shops having the same features (limited range of references, absence of leading brands, poor lay out, reduced staff, mid-size selling surface, heavily discounted prices) as in northern Europe, appeared in North-East Italy in 1992, introduced by the second German Hard Discount organisation, LIDL.
The new format was able to gain...