Supermarkets, popularly known as a temple of consumption referred to the target consumers. They are characterized by the fact that one finds almost entire product range under one roof. This greatly simplifies the purchase. In general, families go once a week, usually on weekends to do their weekly shopping. The commercial concept of today's supermarkets finds its roots in the U.S.. Because the rents in the cities are more expensive, hiking the supermarkets with their branches to the "green field". This has the advantage that large areas can be built and the land prices are relatively cheap. In the last twenty years, many individual companies joined together in large commercial corporations. Thus in Germany have been established essentially three major retail chains. For companies, the advantage lies in the central shopping and to customers in the price, which brings the central shopping with them.

Not all supermarkets hold their own departments. It has begun to divide the retail space, and still manage a part of themselves. The departments will be adopted by other commercial enterprises and economically independently managed. There are two approaches, with their own outlet stores and outlet stores with centralized billing statement of the supermarket checkout. In the case of completely independent goods outlet stores, the customer pays directly to the department. For the supermarket checkout that is made clear by the Outletstore attaches the receipt to the merchandise. This stand-alone outlet stores in the supermarkets pay their space rent and they also participate in the supermarket chain in their sales. In the other case of the supermarket stores, the cash business is declining and this will net rent and dividends to their monthly budget. The advantage for customers in this system is to find them in supermarkets professionals by allowing them to be professional advice.

One could also say that this is a battle of the giants. The discounters gain more market share compared to the supermarkets. The poor economic situation of households, forcing them, the majority of their purchases at discount stores operating. The assortments that are not available at discount stores, but are still bought in the supermarkets. But the discounters are taken from the product testers under the microscope. These have found that the discounters items are often not worse, than the branded products. Often it is even so that produce brand-name manufacturers in the food sector and the goods for the discounter. Thus, a large frozen food manufacturer to produce not only its own branded products including a variety of discount brands. An unequal struggle against the discount store chains, supermarket chains, it brings to light the winners of this product concepts are the consumers.

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