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La garantie du meilleur prix: les effets du montant du remboursement et le rôle modérateur de la stratégie-prix du distributeur

Author

Listed:
  • Adilson Borges

    (International Retailing Center - RMS - Reims Management School, RMS - Reims Management School)

Abstract

Cette recherche utilise la théorie du signal pour prédire qu'une stratégie EDLP (Every Day Low Price) influence la perception des garanties du meilleur prix. Les résultats d'une expérimentation indiquent que le distributeur EDLP peut proposer un remboursement élevé, car cela augmente la crédibilité de sa politique-prix. En revanche, en l'absence d'une EDLP, un remboursement élevé est perçu comme peu crédible, ce qui réduit sa valeur et l'intention d'achat dans le magasin.

Suggested Citation

  • Adilson Borges, 2009. "La garantie du meilleur prix: les effets du montant du remboursement et le rôle modérateur de la stratégie-prix du distributeur," Post-Print hal-02054992, HAL.
    • Handle: RePEc:hal:journl:hal-02054992
    DOI: 10.1177/076737010902400102
    as

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