Apples and oranges. Aldi is German owned budget retailer. Inferior store experience, choice and quality. It will have its place in the market with the budget conscious and lower socioeconomic segments of our society. Looking at other markets like the UK a 15 per cent market share looks reasonable.
These are the facts. Anecdotes and our personal perceptions are useful but maybe skewed and not necessarily representative of the Australian consumer in general. Personally I dislike everything about Aldi but I also need to look past my own prejudice and assess its role in the market objectively.
WOW's Revalation, page-96
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