Lebensmittel Zeitung: customers are vagabonds

Cheap is not everything - customers have quality standards for the food trade

The comprehensive study "The German food trade in the judgment of customers 2010" by Lebensmittel Zeitung (Verlagsgruppe Deutscher Fachverlag, Frankfurt am Main) and Konzept & Markt identifies Germany's best retailers, analyzes in detail the strengths and weaknesses of the sales lines in the food trade and shows potential for optimization.

The ranking of the grocer by the brand strength leads to Aldi - followed by Lidl. Only in places three and four follow-up with Rewe and Edeka two large full-range. The brand strength was calculated by the fire Census® the criteria notoriety, shopping, loyalty, satisfaction and main shopping center.

The centerpiece of the study is the image analysis of the individual sales divisions. 55 individual criteria were collected for this purpose and condensed into eight factors. The winners in the various sales channels are Globus in the large area, Rewe in the small and medium-sized areas and Lidl in the discounters.

But what expectations does the customer have of his average of seven different grocery stores? It's not just about the price! Even more important criteria are the quality of the fruit and vegetables, the cleanliness of the market, the freshness and the shelf life of the products in the refrigerated section.

Overall, the food retail trade in Germany is classified by customers as very efficient. Most sales lines have deficits when it comes to sales staff, but also when it comes to purchasing conditions such as cleanliness and finding one's way around in the store, as well as good pricing.

The driver portfolios presented make it clear which adjustment screws each individual company should use in order to achieve the greatest image improvements. The media use of customers for purchasing planning - differentiated according to the individual retail brands - is analyzed and evaluated in detail.

The Lebensmittel Zeitung published the first results in its current issue 44 of November 5.11.2010th, XNUMX.

The study "The German food trade as judged by customers 2010" is based on a population-representative telephone survey of 2.000 customers in the food trade. The 451-page study can be ordered for EUR 1.065 (incl. VAT and plus shipping costs) at: www.lebensmittelzeitung.net/leh2010

Source: Frankfurt am Main [LZ]