The first week of the course has come to an end. I had a memorable time in the capital of France – Paris. There is always something that is different between two countries. From those differences, we can learn about the history and culture of the country, and find out the reasons and consumer behaviors behind them. In this blog, I will talk about the supermarket, where everyone will buy stuff needed in daily life.
Firstly, the supermarket chain brands are different in these two countries. From my experience in Paris, the most popular supermarkets are Franprix and Carrefour. While in the US, Target and Walmart are two of the popular nationwide supermarket chains. Although Walmart is a multinational retail chain and the largest retail company in the world, there is literally NO Walmart in France! This means the business philosophy of American retail companies cannot be applied to France.
A Franprix in France
Another difference is the size of the supermarket. In France, stores are small and neighborhood-focused, while in the US, stores are large and out of town. The place that we lived in Paris is in the 14th arrondissement, which is at the edge of the city, but the stores are still small, only a quarter the size of a US supermarket. As a comparison, we can find large Costco stores in Manhattan, Brooklyn, and Queens. In terms of distance to home, while many French supermarkets are within walking distance, most US supermarkets are only able to be reached by driving.
A Walmart in the US
Among those differences, culture and consumer behaviors play important roles. French consumers tend to prioritize quality and local products. US consumers prefer a wide range of choices. For marketing purposes, we need to first learn about the differences between the two countries' consumers, then we can make appropriate marketing plans.
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