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La cannibalisation des produits à prix aléatoires : L’Euromillions a-t-il tué le loto français?

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  • Patrick Roger

    ()
    (Laboratoire de Recherche en Gestion et Economie, Université de Strasbourg)

  • Sylvie Chabi

    (Laboratoire de Recherche en Gestion et Economie, Université de Strasbourg)

Abstract

Le succès ou l’échec d’un produit de loterie est essentiellement lié au design qu’il propose, résumé dans la structure des prix attribués aux gagnants, et à l’univers concurrentiel dans lequel il s’insère, à savoir l’univers des jeux de hasard. Dans cet article, nous analysons les raisons de la « mort du loto » tel qu’il fut proposé aux français pendant 32 années, de 1976 à 2008. Par l’analyse de plus de 700 tirages du loto, nous montrons que l’arrivée de l’Euromillions sur le marché en Octobre 2004 a conduit à une cannibalisation des ventes du Loto justifiant, quatre ans plus tard, la décision de changement de design du produit proposé par la Française des Jeux.

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Bibliographic Info

Paper provided by Laboratoire de Recherche en Gestion et Economie (LaRGE), Université de Strasbourg in its series Working Papers of LaRGE Research Center with number 2009-04.

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Date of creation: 2009
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Handle: RePEc:lar:wpaper:2009-04

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Keywords: Loterie; cannibalisation; effets de substitution.;

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