Tesco, Big C back up price claims with research
The rivalry of the major hypermarket chains - Tesco Lotus and Big C Supercenter - has reached new heights with separate market studies substantiating both chains' claims that they are the cheapest.
Tesco Lotus said yesterday that its “Number One for Price” campaign launched in the middle of last month has been massively successful, backed by a consumer survey showing that the campaign has been right for consumers amid the rising cost of living.
The survey was conducted four days after the campaign’s launch by ACNielsen from February 20-21 and February 27-28 on men and women in Bangkok and upcountry with experience in consumer shopping who had made purchases at Tesco Lotus in the previous week.
The survey found that 72 per cent of respondents were Tesco Lotus shoppers who had been drawn to the price campaign from the day it started.
The most popular items were basic staples including pork, chicken, seafood, cooking oil, soap and toothpaste. The survey was consistent with current consumer worries about the cost of living, causing them to seek cheaper alternatives.
Almost all respondents rated the Tesco Lotus promotions as “medium to excellent”.
“We are very proud of this enthusiastic reception from customers. The survey clearly proves that Tesco Lotus is ‘Number One for Price’, and we are also proud to help customers save on their cost of living,” said Kurt Kamp, chief marketing officer.
The company will continue checking the prices of more than 10,000 product lines every week to guarantee that it is the cheapest. Rollback and other promotions will continue, he said.
Kudatara Nagaviroj, director of corporate affairs of Big C, said that according to independent research conducted by Video Research, Japan’s No 1 consumer research agency, in conjunction with Marketeer, Thailand’s leading marketing magazine, Big C has been voted the No 1 hypermarket of choice in 2011-12.
Big C was the preferred hypermarket of 77 per cent of consumers surveyed.
“Big C is very proud to be trusted by Thai consumers nationwide. Our commitment to deliver maximum savings and satisfaction to customers over the past 19 years has earned us this honour, and we are committed to expand our ‘Check Price Tuk Sure’ and all of Big C’s signature services in the best interests of Thai consumers,” he said.
