Comparative Analysis of Discounter-Type Stores on the Example of Russian and German Retail Chains

The paper is devoted to the study of differences of the discounter format in different countries on the example of the retail chains in Russia and Germany. Over time a certain gap between the classic image of the discounter and its real look on the Russian market revealed. This discrepancy is noted in scientific works, but researchers can not come to a common opinion about the key differences between the formats of shops in different countries and the prerequisites for these discrepancies. Some of the revealed differences are so noticeable that researchers and market experts often classify Russian chains as "soft" discounters. The study consists of two stages. The first was a desk study of the characteristics of discounters in the markets of the two countries, as well as formulated the main hypotheses about the differences in assortment and pricing policy. At the second stage, a field study was carried out to analyze several shops outlets with a proposal for a methodology for assessing the depth and breadth of the assortment, laying out the goods on the shelf, and distributing the goods along the price segments. Based on the results of the research, hypotheses about differences in the assortment were confirmed and hypotheses about significant differences in pricing policy and product presentation were disproved. Also, the main vector of development of the discounter for the near future was revealed.