FRANCE: EXPECTATIONS OF SENIOR CITIZENS
Article Abstract:
Senior citizens will make up 37% of the French population compared with 30% at present. They are expert consumers, aware of innovation and tradition. In order to appeal to them the innovation must be authentic, and it should fulfil the two dearest expectations of those over fifty: improving health and environmental protection. Senior citizens are willing to pay more for a quality product. Advertising should focus more on specific product sales arguments than on lower prices, in order to appeal to them. Senior citizens also like fresh food products. While those over fifty shop in city centre markets, 93.9% of those 55 to 65 say that they go to supermarkets and hypermarkets at least once a month. They feel that hypermarkets lack conviviality and contact. Written text rather than images are the best way to communicate with senior citizens. That is why it is necessary for retail chains to perfect the contents of the various written materials - magazines, booklets, and leaflets - which target this category of consumer.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1998
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FRANCE: JOBS IN SUPERMARKETS AND HYPERMARKETS
Article Abstract:
The retail sector hired 5,000 people in France in 1998, and is expected to hire the same number in 1999. Most of the recruiting involves supervisors and personnel in stores, where job offers have risen 10%, and particularly for department heads who have a diploma representing four to five years of study after the baccalaureate. The diversification in supermarkets and hypermarkets has led to hiring new categories of personnel: pharmacists, people in charge of quality, opticians, and travel agents. The shift to the 35-hour work week should mean the appearance of a positions to assist department heads. These positions will involve client services, reception, knowledge of products, and will be found mainly in chilled product, grocery, data processing, telephone, and hi-fi and video departments.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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