Standardization / adaptation of the retailing format: an exploratory research on French and Italian consumers

In recent years the problem of standardization / adaptation of the retailing format has become more critical due to the increasing internationalization of companies. In fact, one of the main problems they have to face is the possibility or not of replicating abroad the characteristics of a format which is successful in the local market. This alternative significantly depends not only on the characteristics of the local distribution system but also on the differences related to in-store consumer behaviour. The purpose of this paper is to analyse the problem of standardization / adaptation of the retailing format from a consumer perspective, taking into consideration two countries – France and Italy – that at a first glance could be considered quite similar by store managers who want to internationalize their stores networks. So the main question is: nowadays is standardization of the retailing format possible (i.e. shopping consumer behaviour is homogenized in Italy and France), or is it preferable to adapt the concept (i.e. local culture is still prevalent)? A cross-cultural research has been organized with the interview of a sample of 534 women of various ages, in charge of house-keeping activities. The analysis carried out hereby has pointed out that while French consumers appreciate the sensorial dimension of the store, Italian women tend to pay more attention to the social aspects.