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Picard, Amazon, Ikea: France's favourite brands

Matthew Warren · 22 Sep 2011, 08:42

Published: 22 Sep 2011 09:27 GMT+02:00
Updated: 22 Sep 2011 08:42 GMT+02:00

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For the second year running, frozen food chain Picard is the favoured brand of the French, according to a survey by consulting firm OC&C.


In second place is the online retailer Amazon, followed by Swedish furniture giant Ikea. Cosmetics company Yves Rocher and electronics and book retailer FNAC complete the top five.

The survey, conducted among 5,000 people in France, found that while Picard is seen as expensive, the quality and range of its products as well as the ease of shopping in its stores gave it the edge.

The survey found that low prices are not a guarantee of popularity with consumers valuing quality and range.

"The leaders in each sector are rarely those that win on price," said the survey report.

The discount retailer Lidl,had the dubious honour of being the brand that lost most ground in this year's survey, falling to 62nd place in the table.

Established supermarkets have upped their game to compete with discount stores, according to the report, "by improving their prices and with neighbourhood stores and new, more attractive concepts."

Bottom spots in the table were taken by furniture store BUT (63rd), opticians ATOL (64th), supermarket chain Casino (64th) and, in last place, sports accessories store Sport 2000.



Matthew Warren (news.france@thelocal.com)

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