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Une investigation empirique des attitudes, comportements et perceptions des produits et des formes de vente

Author

Listed:
  • ANTEBLIAN-LAMBREY, Blandine

    (LATEC-CREGO - CNRS - IAE - Université de Bourgogne)

  • FRANÇOIS, Gérard

    (GERME ESA - Université de Lille II)

Abstract

Cette recherche a pour objectif de proposer une typologie fondée sur les orientations d'achat mesurées à partir des attitudes des consommateurs envers les formes et points de vente mais aussi les produits et les marques. Puis, deux expériences sont conduites pour mettre en évidence des différences de perceptions par les consommateurs d'une offre commerciale en fonction de leurs orientations d'achat. This paper aims to construct a shopper typology based on shopping orientations which are measured by attitudes towards retail outlets and products and brands. Then two experiments try to give prominence to differences in consumer's perceptions of a specific offer because of different shopping orientations.

Suggested Citation

  • ANTEBLIAN-LAMBREY, Blandine & FRANÇOIS, Gérard, 1998. "Une investigation empirique des attitudes, comportements et perceptions des produits et des formes de vente," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 1998-03, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    • Handle: RePEc:lat:gstion:1998-03
    as

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