ABSTRACT The paper aims to study in depth the impact of three pull drivers, namely price, assortment and promotion, on store-switching from Hypermarkets and Supermarkets towards Discounters. Through panel data analysis of IRI-sourced real consumer sales data from the grocery retailing market in Italy, the paper shows that Discounters’ market share increases to the detriment of the two competing store formats when price gap becomes wider and assortment gap narrower. Conversely, an increase in Discounters’ promotion intensity does not seem particularly effective in driving the same store-switching effect. The intensity of sales share trade-off is higher when coming from Supermarkets rather than Hypermarkets. This suggests that competition between Discounters and Supermarkets is intratype, and so fierce that they become direct substitutes for each other. On the contrary, competition between Discounters and Hypermarket is intertype, so that they complement one another as integrated shopping touchpoints.

中文翻译：

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折扣店与超市和大卖场：推动商店转换的因素是什么？

摘要本文旨在深入研究三种拉动驱动因素，即价格，分类和促销，对从大卖场和超级市场向折扣店转变的商店的影响。通过对来自意大利杂货零售市场的IRI来源的实际消费者销售数据的面板数据分析，该论文显示，当价格差距变大而商品分类差距变窄时，折扣店的市场份额增加，不利于两种竞争商店形式。相反，提高折扣店的促销强度似乎在推动相同的商店转换效果方面并不是特别有效。来自超级市场而不是大卖场的销售份额权衡的强度更高。这表明折扣店和超市之间的竞争是内部竞争，如此猛烈，以至于它们彼此直接替代。相反，折扣店和大型超市之间的竞争是相互竞争的，因此它们可以作为集成的购物接触点相互补充。