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Les promotions des ventes et l'accélération des achats par les consommateurs

Author

Listed:
  • S. Neslin
  • C. Henderson

    (Department of Mathematics [Chicago] - University of Chicago)

  • J. Quelch

Abstract

L'une des conséquences possibles de la promotion des ventes est l'accélération par les consommateurs de leurs achats dans la catégorie de produits. Cette accélération peut prendre deux formes: l'achat d'une quantité plus importante ou la réduction de l'intervalle entre deux achats. Notre étude propose un cadre analytique pour mesurer l'accélération des achats et applique ce cadre à l'analyse de deux catégories de produits. Nous examinons l'effet des coupons, de la publicité du fabriquant, de celle du détaillant et des réductions de prix. Nous comparons aussi le degré d'accélération des achats dans différents segments de marché et dans différents groupes de fidélité.

Suggested Citation

  • S. Neslin & C. Henderson & J. Quelch, 1987. "Les promotions des ventes et l'accélération des achats par les consommateurs," Post-Print hal-02011007, HAL.
    • Handle: RePEc:hal:journl:hal-02011007
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    Cited by:

    1. Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2013. "Bénéfices relationnels des actions au point de vente : le cas des produits agroalimentaires vendus en hyper et supermarchés," Post-Print halshs-00951513, HAL.
    2. Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2015. "Relational approach of in-store actions: Perceived benefits of tastings, games and lotteries [Approche relationnelle des actions au point de vente : les bénéfices perçus des dégustations, jeux et l," Post-Print hal-01625971, HAL.
    3. Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2014. "Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value [Bénéfices relationnels des actions en magasin: Analyse de l'adaptabilité de l," Post-Print hal-01625989, HAL.

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