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Hypermarché, cybermarché et courses alimentaires : quels projets d'usage par les consommateurs ?

Author

Listed:
  • Karine Picot-Coupey

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Gérard Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Christine Petr

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

If e-commerce in general experiences sustained growth, French cybermarkets find it difficult to develop while the hypermarket format is struggling. The literature provides very few answers to questions on shopping and e-shopping behaviour in the grocery sector with empirical evidence nearly limited to the North-American market. The purpose of this research is to investigate how consumers plan on using cybermarkets and hypermarkets for grocery shopping. An empirical analysis based upon qualitative data collected by personal interviews of 61 French consumers is presented. Results suggest that, even so it is highly criticised, the hypermarket format continues to make sense to French shoppers. The cybermarket usages are difficult to imagine by French customers and seem to correspond to two target segments: the "reluctant to hypermarket" and the "organised".

Suggested Citation

  • Karine Picot-Coupey & Gérard Cliquet & Christine Petr, 2010. "Hypermarché, cybermarché et courses alimentaires : quels projets d'usage par les consommateurs ?," Post-Print halshs-00459983, HAL.
    • Handle: RePEc:hal:journl:halshs-00459983
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    Cited by:

    1. Andréa Gourmelen & Jeanne Lallement, 2016. "Proposition d’une typologie d’acheteurs alimentaires selon leur rapport au temps et à la technologie," Post-Print hal-01488473, HAL.

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