Low prices everywhere

Ray Algar and Neil Burton

It is no longer the case that shopping at a low-cost store indicates poverty; smart consumers have come to realise that price is not always an indicator of quality, as premium-priced products may be mediocre, and low-priced ones may thus not be inferior in quality.

Low prices everywhere

Ray Algar and Neil Burton

So, are you a Waitrose or a Lidl shopper? A few years ago, you would have been one, neither, but certainly not both. How things change. Now, British consumers are running rings round marketers by being a Waitrose shopper on Monday and a Lidl customer on Wednesday. Marketing textbooks tell you this should not be happening.

Prospering consumers used to shop at premium-quality outlets, while the financially challenged ('hard-pressed' and 'of moderate means' to use geodemographics parlance) were reluctant guests at their local budget or value store. But not any...

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