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Marques de distributeurs et publicités comparatives directes des prix

Author

Listed:
  • Jérôme Lacœuilhe

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Blandine Labbé-Pinlon

    (Audencia Recherche - Audencia Business School)

Abstract

L'objectif de cette recherche est d'apprécier les apports potentiels pour les distributeurs des publicités comparatives directes des prix des produits de leurs Marques De Distributeurs vs ceux de leurs concurrents de Marques Nationales. L'expérimentation réalisée en magasin laboratoire montre que ces publicités ne sont pas pertinentes pour les MDD économiques. Par contre, pour les MDD classiques, elles ont un impact positif sur la fidélité des consommateurs au magasin. Pour les MDD thématiques (produits bio), ces publicités améliorent la confiance dans l'enseigne de ces consommateurs.

Suggested Citation

  • Jérôme Lacœuilhe & Cindy Lombart & Didier Louis & Blandine Labbé-Pinlon, 2019. "Marques de distributeurs et publicités comparatives directes des prix," Post-Print hal-03714162, HAL.
    • Handle: RePEc:hal:journl:hal-03714162
    DOI: 10.3917/mav.106.0083
    as

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