International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
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Perception by the Moroccan shopper of the large distribution services

[ Perception par le shopper marocain des services de la grande distribution ]

Volume 20, Issue 3, June 2017, Pages 762–780

 Perception by the Moroccan shopper of the large distribution services

Abdelouahed MESSAOUDI1

1 Département des Sciences de Gestion, Faculté des Sciences Juridiques, Economiques et Sociales, Université Hassan 1er, Settat, Morocco

Original language: French

Received 7 January 2017

Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


The large ones and average surfaces have thirty years of uninterrupted existence in Morocco. They develop of number as well (only one hypermarket in 1986, more than 424 retail outlets currently) that in kind (food surfaces, specialized surfaces). The hour is thus with the assessment especially as regards favour done for the “Shopper”. Obviously, the distribution companies modern of detail continue gradually in commercial fabric of nature traditional. The Moroccan “Shopper” appreciates this new form of distribution in view of favours which are done to him by the large ones and average untraceable surfaces in the traditional trade. However, are these services in conformity with the international standards of distribution in particular as regards product quality exposed in the rays, of price, presentation, reception and post-sale service? Admittedly, palpable efforts were made to accelerate the rhythm of development of the modern distribution in Morocco. However, of obstacles remain in particular the products expired in the rays, the lack of freshness of products, the lack of diversity of choice of the products, the insufficiency of hygiene, the reception facilities and of animation; in short all what attracts and lengthens the stay of the Shopper in the store. Definitely, the distributors must redouble effort to reach the international standards of service of distribution to hope to overcome the traditional trade which does not disarm to ensure its survival and its perenniality.

Author Keywords: positioning, international standards services, traditional trade, fresh produce, pricing policy, set policy, policy of service, practical merchandising.

Abstract: (french)

Les grandes et moyennes surfaces ont trente années d’existence ininterrompue au Maroc. Elles se développent aussi bien en nombre (un seul hypermarché en 1986, plus de 424 points de vente actuellement) qu’en nature (surfaces alimentaires, surfaces spécialisées). L’heure est donc au bilan surtout en matière de service rendu au "shopper". De toute évidence, les entreprises de distribution moderne de détail s’affirment progressivement dans le tissu commercial de nature traditionnel. Le "shopper" marocain apprécie cette nouvelle forme de distribution eu égard aux services qui lui sont rendus par les grandes et moyennes surfaces introuvables dans le commerce traditionnel. Toutefois, ces services sont-ils conformes aux standards internationaux de distribution notamment en matière de qualité des produits exposés dans les rayons, de prix, de présentation, d’accueil et de service-après-vente ? Certes, des efforts palpables ont été déployés pour accélérer le rythme de développement de la distribution moderne au Maroc. Cependant, d’obstacles demeurent notamment les produits périmés dans les rayons, le manque de fraîcheur de produits, le manque de diversité de choix des produits, l’insuffisance de l’hygiène, des structures d’accueil et d’animation ; bref tout ce qui attire et allonge le séjour du "shopper" dans le magasin. Décidément, les distributeurs doivent redoubler d’effort pour atteindre les standards internationaux de service de distribution pour espérer vaincre le commerce traditionnel qui ne désarme pas pour assurer sa survie et sa pérennité.

Author Keywords: Positionnement, services internationaux standards, commerce traditionnel, fraîcheur produit, politique prix, politique assortiment, politique service, marchandisage pratique.

How to Cite this Article

Abdelouahed MESSAOUDI, “Perception by the Moroccan shopper of the large distribution services,” International Journal of Innovation and Applied Studies, vol. 20, no. 3, pp. 762–780, June 2017.