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首页> 外文期刊>European journal of marketing >Hard economic times: a dream for discounters
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Hard economic times: a dream for discounters

机译：经济艰难时期：折扣店的梦想

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Purpose - The aim of this paper is to study the relationship between the popularity of discount stores and the aggregate business cycle: Does discounters' market share go up during economic contractions and go down during economic expansions? Does the aggregate business cycle contribute to the long-term growth of discounters' success? Does the relationship between discounters and the economy differ across discounter types, namely hard versus soft discounters? Design/methodology/approach - The study will consider the relationship between discounters' market share and the aggregate economy between 1991 and 2008 for 15 Western European countries. Moreover, aggregated data is provided for the Western European region as a whole, which distinguishes hard from soft discounters' share. Recent time-series techniques are used to disentangle the temporary versus permanent effects of economic contractions on discounters' share. Findings - The aggregate business cycle induces temporary upward and downward swings in discounters' market share. Moreover, part of the increase in discounters' share during an economic contraction remains beyond the contraction, resulting in a permanent boost in discounters' popularity. Same substantive findings are found for each discount type (i.e. hard and soft). Practical implications - In economic contraction years the growth rate of both hard and soft discounters accelerates, leaving permanent scars on the performance levels of traditional retailers. Discounters should try to further enhance their increased popularity when the economy turns sour. Traditional retailers, on the other hand, should try to prevent consumers from switching to discounters during contractions. Future research should explore the strategies that are called for in order to do this. Originality/value - Discounters are the fastest growing grocery format in Europe. Traditional retailers can no longer afford to ignore them. As such, a better understanding of the drivers of this growth is called for. This study highlights one of the potential drivers, namely the economic climate, a driver that is widely discussed in the business press with substantial implications for grocery channel management.
机译：目的-本文的目的是研究折扣店的受欢迎程度与整个商业周期之间的关系：折扣店的市场份额是否在经济收缩期间上升而在经济扩张期间下降？整个商业周期是否有助于折扣商成功的长期增长？折扣店与经济之间的关系是否在不同类型的折扣店（即硬折扣店和软折扣店）之间有所不同？设计/方法/方法-该研究将考虑1991年至2008年之间15个西欧国家的折扣店市场份额与总体经济之间的关系。此外，提供了整个西欧地区的汇总数据，这与软折扣店的份额很难区分开。最近的时间序列技术用于消除经济收缩对折扣店份额的暂时性和永久性影响。调查结果-总的商业周期导致折扣商的市场份额暂时出现上下波动。此外，在经济收缩期间，折扣店份额的部分增加仍超出了收缩范围，从而导致折扣店的受欢迎程度持续提高。对于每种折扣类型（即硬性折扣和软性折扣），发现了相同的实质性发现。实际意义-在经济萎缩的年代，硬折扣店和软折扣店的增长率都在加快，这给传统零售商的业绩水平留下了永久的伤痕。当经济转坏时，折扣商应设法进一步提高其知名度。另一方面，传统零售商应努力防止消费者在紧缩期间转向折扣店。未来的研究应探索为此目的所需要的策略。创意/价值-折扣店是欧洲发展最快的杂货店。传统零售商再也无法忽视它们。因此，需要更好地了解这种增长的驱动因素。这项研究强调了潜在的驱动因素之一，即经济气候，这种因素在商业媒体中得到了广泛讨论，对杂货渠道管理产生了重大影响。

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