In recent months, Lidl’s pricing policy, which according to many has absolutely nothing to do with justice, has been returning to the discussion in the Czech Republic. What gets the Czechs off their seats?
The proverbial bone of contention in this case was a product found among sweets. It is a Nutella hazelnut spread, which we have become accustomed to using both in the cold and in the warm kitchen when baking various delicacies. What is the much-discussed problem? This is a significantly different price on the local and German markets – obviously to the disadvantage of the Czechs.
It’s not just about Nutella, we also buy drugstores and other goods cheaper abroad, as shown in the YouTube video from TUNA VERSUS:
Source: Youtube
More than three times as much?
Even if the Nutella prices are despite all the proclamations of the representatives of the European Union about the effort to equalize the prices on all European markets, i.e. about the path to a single European market, this situation testifies to the opposite.
If one kilogram of this spread was worth a few pennies less than 98 crowns before the Christmas holidays outside our western borders, local customers had to pay 350 CZK out of their own wallets for the same amount, excluding 50s. So they are right to ask how the mentioned chain of stores imagines justice in relation to its customers.
Reasons or excuses?
We should be able to find out what reasons Lidl is leading to such a step. It is not just the Nutella mentioned so many times, similar differences, although perhaps not so striking, can also be found on other shelves of its Czech and German establishments.
According to the representatives of this company, the basis of such a difference is several fundamental factors, while among the first they mention the different costs of transport and logistics of distribution. These should be reflected in the different price to a really large extent, as well as the different tax burden in Germany and here.
Less pressure on low prices
Other moments that, according to economists, influence the formation of prices for the same product in individual countries can be created by the competitive environment. So, simply put: the greater the competition on the market, the lower prices individual sellers must operate in order to be able to sell their goods. This is also one of the possible arguments, which, frankly speaking, may not interest the Czech customer at all.
It’s not just Lidl
We probably won’t even consider the last argument that many companies use, i.e. the purchasing power of the population, in this case. We would hardly be able to compare the real purchasing power of Czech and German customers.
So the main issue is that, in short, the chains (it’s not just Lidl) can afford to “tighten” the price in the Czech Republic to a much higher level than in Western Europe, when in many cases we could also argue at length about the same quality of products?
We need to get involved
In order to effectively fight against such practices, we must become responsible customers ourselves, according to experts on this issue. It is difficult not to buy the product we need, but in our own interest we should monitor the price differences in different chains, possibly also in smaller stores, and not buy without thinking. It is customer pressure on the seller that can be the main driving force behind change.
Long road to recovery
If we do not like the incomparable prices in the Czech Republic and abroad, we still have the option of buying local products from local producers, or foreign alternatives to overpriced goods.
Public debates, which will force chains to react, or media campaigns and pressure for political interventions against injustice, can also have a great influence. It won’t be a sprint for a few meters that we cover in a few seconds, but a really long run.
Responsible for own account
But we can believe that if we behave responsibly with our own wallets, it will be a race that we have a chance to win. Finally, one more piece of advice: if you go shopping abroad, check the exchange rates at cash registers and ATMs. It could easily happen that you end up paying more than you imagined due to a disadvantageous conversion.
Sources: www.prazskyden.cz, zpravy.aktualne.cz, cnn.iprima.cz
