The Discount Store as Scapegoat: Understanding store image among students

Abstract: Discount grocery stores are relatively new in the Swedish market and have during recent years taken market share from traditional retailers. The aim of this study is to understand what discount grocery stores stand for in the words of young consumers. Some consumers take pride in being economical while others want to preserve a picture of themselves only buying expensive products. This may have an implication on how consumers perceive discount grocery stores. The public arena in which the store is consumed makes it an interesting area to study from a social perspective. The study was qualitative and the data collection was conducted by performing a focus group. The participants were six business students in their twenties. The study show a general negative image of discount grocery stores communicated by the students, which may indicate that, the discount store function as a scapegoat. The negative image of other consumers patronizing the discount stores appeared to implicate an unwillingness to be associated with discount grocery stores.