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Stratégies d'implantation des produits équitables en GMS

Author

Listed:
  • Florence de Ferran
  • Blandine Labbé-Pinlon

    (Audencia Recherche - Audencia Business School)

  • 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)

Abstract

The objective of this research is to identify which shelf space allocation for various categories of fair trade products in grocery stores could favor store accessibility to these products for conscious consumers who do not buy, or occasionally, fair trade products: allocation in a dedicated shelf, in the shelves of their categories of products or double allocation. The experiment conducted in a store laboratory on two categories of products (coffee and fruit juices) highlights first the superiority of the double allocation for fair trade products, then the simple allocation in a dedicated shelf, to make these products more accessible and easier to buy as well as to activate their purchases. It also shows that the simple allocation for fair trade products in the shelves of their categories of products is the least successful alternative in these domains, particularly for fair trade products for which the offer is limited.

Suggested Citation

  • Florence de Ferran & Blandine Labbé-Pinlon & Cindy Lombart & Didier Louis, 2014. "Stratégies d'implantation des produits équitables en GMS," Post-Print hal-01017270, HAL.
    • Handle: RePEc:hal:journl:hal-01017270
    as

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