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Diagnostiquer la proximité perçue en vente directe de produits alimentaires

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  • Catherine Herault

    ()
    (MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Centre de coopération internationale en recherche agronomique pour le développement [CIRAD] : UMR99 - Institut de recherche pour le développement [IRD] - IAMM - Institut national de la recherche agronomique (INRA) : UR1110)

  • Aurelie Merle

    ()
    (MKT - Marketing - Grenoble École de Management (GEM))

  • Anne-Hélène Prigent-Simonin

    ()
    (CoActis - Université Jean Monnet - Saint-Etienne : EA4161)

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    Abstract

    Dans le prolongement de l'éditorial de Décisions Marketing : " La proximité est-elle une nouvelle mode du marketing ? ", cet article interroge la pertinence managériale du concept de proximité en vente directe de produits alimentaires. Via des études empiriques menées dans trois circuits - l'AMAP, le Point de Vente Collectif et le marché - nous montrons qu'il est pertinent de diagnostiquer la proximité perçue par les consommateurs car elle influence positivement la confiance à l'égard des circuits étudiés et permet de les discriminer. Une fois l'intérêt du concept démontré, des recommandations sont formulées autour de deux interrogations : quels types de proximité encourager et comment développer la proximité perçue en vente directe.

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    File URL: http://hal.grenoble-em.com/docs/00/81/55/06/PDF/WP_DM_2014.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Working paper serie RMT - Grenoble Ecole de Management with number hal-00815506.

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    Date of creation: 18 Apr 2013
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    Handle: RePEc:hal:gemwpa:hal-00815506

    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00815506
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: proximité; vente directe; circuits courts alimentaires; marketing agroalimentaire; lien producteur-consommateur.;

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    1. Lucy Jarosz, 2000. "Understanding agri-food networks as social relations," Agriculture and Human Values, Springer, Springer, vol. 17(3), pages 279-283, September.
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