Georges Chetochine is irritating. He is irritating because many times is right. When, twenty and five years ago -in 1979 to be more precise- explained to the professionals of the great commerce that the distribution brands that were going to be launched would cannibalize the market of the great brands, nobody believed him. When he explained to the industrials of the great consumption that, accepting to manufacture generic products beyond those that exhibited its colors, were organizing a competition that could suffocate them, nobody wanted to hear him … Chetochine is too much dislocated, is too theoretical... Chetochine exerts provocation in marketing.
When, some years later, Georges Chetochine affirms and demonstrates that the formulas of "hard discount" go, in the future, to exceed all the other formulas of distribution, nobody really takes it seriously... still and always the provocation. Nowadays, what happened? The distribution brands occupy the islands of the hyper markets and the store of "hard discount" get the most important part in the products of great consumption (products of cleanness, hygiene and beauty...). The phenomenon is so important that constantly put in risk the balance and the perspectives of growth of great flags of hyper markets... equally weakening the great marks of alimentary products or cleanness...
Georges Chetochine explains very well this revolution. The consumer answers, evidently, to     conjunctural factors. The stagnation of the purchase power impels to look systematically to low prices... but if this was alone, as the deliverers had thought for a long time, everything would be simpler. Georges Chetochine explains in his book that exists, evidently, other factors...
The appearance of new products related to the technologies of communication compelled the consumer to choose, in its budget, against the expenditures of current consumption. The invoice of the telephone increased and, suddenly, the package of purchases was lighter.
But this is not everything: the consumer got tired itself without a doubt of the frequent innovations to be truly innovative. Result: the consumer turned over for the most basic products.
Finally, the consumer has everything or almost everything. He has too much of everything. His needs are satisfied, saturated. However, he continues to have desires, in relation to which he feels more and more frustrated. The repairing of the economic machine depends on the capacity of the companies to answer not to the needs, but to the frustrations...
Georges Chetochine does not use the traditional tools of marketing, he considers the observation and the analysis of the behavior of the consumer. He works as the anthropologists.
Georges Chetochine is irritating, because once again, without doubt, is right.

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