The stored range can not be updated after

The French say the top and very long studies on their behaviour: the price became their major concern. But on the ground, the things are obviously not as they proclaim. In consumer rays, at the time the products in their cart, they have not the look bolted on the label as much as they claim, as shown in IRI France in a study of 6500 people interviewed in the linear, just after the purchase.

Of course, consumers are more price in 2000 concerned. According to the categories, survey finds increases of 25 to 108 of the rate of attentive public. But the real rate has gone, as the case may be, 20 to 25, or 12 to 25. The majority of customers do looks therefore not systematically on the labels. And for good reason. The average time spent with the RADIUS is 54 seconds. Half of the categories of products, it is even less than 35 seconds. "In-store, the buyer is pressed and does not have the time to compare" notes Frédéric Nicolas, responsible for development & consulting to IRI France.

Three major consumer profiles emerge however, according to the Institute of studies. The "loyal" do look nothing, the price is not decisive for them. The "efficient" hesitate, compare, and read the price. As the "casual", they scrutinize the labels for purchases they rarely do. All attitudes combined, the first element taken into account by the purchaser is the perfume of the product of maintenance or the taste of yogurt. The second is the brand, national or Distributor. The award comes in third. As a result, his knowledge is uncertain. A French three only know precisely the amount of a product that it has just to buy. Nearly one in two has no idea of the tariff or is wrong more than 10. Memorization is generally better for brands as so-called brand.

A study funded by the HEC Foundation and conducted by Marc Vanhuele, Professor of marketing at the school, had also shown early in the year that the knowledge of the price is greater for expensive products. The French remember better amounts of liquor or fresh products purchased by weight.

Invisible cuts

"The price is an integrated upstream purchases." "Hence the importance of the global tariff image that the consumer has of a mark or teaches", said Manager development & consulting to IRI France. Distributors have already spoken on the subject and engage even between them in a one-upmanship. Latest initiative to date, the launch by Leclerc on 22 may site quiestlemoinscher, including the closure was imposed by the tribunal de commerce of Paris at the request of Carrefour. The Group appealed, and already plans to reopen it in another form, even if this could be longer than expected.

Industrialists are less likely to communicate on this topic while a simple down prices in radius can easily go unnoticed. Some however explore the field. At Kraft Foods, the Tassimo hot beverage system proclaims on-air that the price of its pods of coffee and chocolate decreased. Procter & Gamble had done the same previously on sanitary towels Always.

The launch of a product also represents a time key for the item image. "In a first purchase, 77 of the French know the price of a product less than 10." The stored range can not be updated after. "It should therefore not propose innovations in too staggered rates against the mark", suggests Frédéric Nicolas.

Another option: focus on promotions, which is already often the launches. But the general development of the mechanical counterpart to remove references to the consumer. Over two-thirds of the marks are at least once a semester in promotion, according to the 2006 edition of the Marketing Book of TNS Media Intelligence. As Babette Leforestier notes in his preface to the book: "promotional gas plants created by signs did that help to fuel this fog."