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...