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Portées et limites du lot virtuel : une étude exploratoire

Author

Listed:
  • Ouidade Sabri-Zaaraoui

    (ESSEC Business School)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Pauline de Pechpeyrou

    (Lille School of Management Research Center - Université de Lille, Droit et Santé)

Abstract

The high costs associated with traditional promotional techniques lead retailers and industrials to adopt new promotional formats, especially "separate-item bundles". After presenting this promotional format and its managerial stakes, the article first analyzes the advantages and constraints that separate-item bundles present for actors in the retail industry. We next use an exploratory qualitative approach to shed light on consumers' reactions to such a new promotional format. This double focus - on managers and consumers - leads us to propose key success factors for separate-item bundles implementation at the point of purchase.

Suggested Citation

  • Ouidade Sabri-Zaaraoui & Béatrice Parguel & Pauline de Pechpeyrou, 2008. "Portées et limites du lot virtuel : une étude exploratoire," Post-Print halshs-00271745, HAL.
    • Handle: RePEc:hal:journl:halshs-00271745
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00271745
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