Analysis and comparison of the tactics applied by grocery store chains in Sweden and Spain

Abstract

[eng] This paper aims to obtain a better understanding of the tactics that grocery store chains use inside their facilities to increase the client's consumption. In order to do so, the manners in which grocery stores of different nature and location apply the most common tactics are compared. To identify and comprehend these tactics, the theory section explains the concepts of marketing mix, merchandising and consumer's behaviour; also includes store hours regulations. To achieve the goal of the research, a field work was conducted in six grocery stores owned by different chains, three of them situated in Spain and the other three in Sweden. The data was collected and later analysed, concluding that the differences at applying the tactics are minimal and depend mostly on the nature of the store (supermarket, discount supermarket or hypermarket), not on its location.