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Marques Premier Prix Et Packagings Qualitatifs Sont-Ils Vraiment Antinomiques ? Un Cas De Transgression De Marque Positive

Author

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  • Alicia Lefrancois

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Léa Pecjak

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne, ESC Amiens)

  • Sophie Changeur

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

Abstract

Les marques premier prix voient leurs ventes reculer d'année en année. L'une des causes identifiées est leur positionnement "entrée de gamme" qui ne correspond plus aux attentes de montée en qualité de nombreux consommateurs et ce, tant au niveau des attributs intrinsèques qu'extrinsèques des produits. Un début de solution pourrait être de modifier les packagings des marques premier prix afin qu'ils véhiculent un signal de meilleure qualité. Le fait que cette stratégie puisse, dans l'absolu, s'avérer contre-productive (i.e.: image prix, concurrence des autres MDD) renforce l'intérêt de s'y intéresser plus en profondeur sous l'angle de la transgression de marque positive. Au moyen d'une méthodologie qualitative alliant techniques projectives et entretiens semi-directifs, nous cherchons à comprendre comment les consommateurs perçoivent et appréhendent un packaging de marque premier prix qui transgresse les normes en cherchant à véhiculer un signal de plus grande qualité. A terme, nous présenterons les caractéristiques extrinsèques d'un packaging de marque premier prix qui puisse transmettre un message de qualité tout en respectant le positionnement "entrée de gamme" du produit. Ce travail mobilise différents pans de la littérature marketing (les marques premier prix et les transgressions de marque notamment) auxquels il contribue et nous permettra de formuler des recommandations aux praticiens du marketing pour le travail sur un attribut extrinsèque tel que le packaging des marques 1 er prix, modifiant leur perception purement économique, et contribuant ainsi à leur relance.

Suggested Citation

  • Alicia Lefrancois & Léa Pecjak & Sophie Changeur, 2022. "Marques Premier Prix Et Packagings Qualitatifs Sont-Ils Vraiment Antinomiques ? Un Cas De Transgression De Marque Positive," Post-Print hal-03958136, HAL.
    • Handle: RePEc:hal:journl:hal-03958136
    Note: View the original document on HAL open archive server: https://hal.science/hal-03958136
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    References listed on IDEAS

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    1. Mbaye Fall Diallo, 2014. "Le comportement du consommateur face aux marques de distributeur au Brésil. Une étude qualitative," Revue française de gestion, Lavoisier, vol. 0(6), pages 33-51.
    2. Sethuraman, Raj & Gielens, Katrijn, 2014. "Determinants of Store Brand Share," Journal of Retailing, Elsevier, vol. 90(2), pages 141-153.
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