Discount shops and purchasing behaviour of Italian families.

This paper is divided into four parts, covering some background information on the recent history of Discount retailers in Italy in the first part, some key aspects of the ConsumerScan system of measuring the purchasing behaviour in the second, the key measures on the short term performances of the Discount Shops in 1994 and 1995 in the third part, and the main aspects of the impact of Discounters on the competitive scene of Fast Moving Consumer Goods in Italy in the fourth part.

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.

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