The FMCG market in France is tough, as the competition is tough and the market stagnating. Therefore, the past 5 years, we have seen promotions springing up, with discounts up to 70% of the prices. Every week those kind of promotions have rythmed the market.
A very interesting survey shows out that this multiplication of discounts have a negative impact on customers mind.
"The research found that over three quarters (76 per cent) of people who took part in the survey say that they find the process of bargain-shopping difficult. Furthermore, 82 per cent are sceptical of 'normal' prices, since the proliferation of cut prices has made discounts virtually omnipresent. In other words, since so much appears discounted, the 'normal' price of a given product becomes something purely notional.