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Analyse de la structure des marchés : Réflexions et propositions théoriques sur la relation entre deux alternatives de choix

Author

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  • P. Aurier

    (ESCAE de Montpellier)

Abstract

Dans cet article, l'analyse des structures de marché est considérée comme étant une méthodologie permettant d'étudier les relations entre des alternatives de choix au sein d'un marché défini au préalable. Selon cette optique, nous passons en revue les principaux concepts utilisés dans la littérature marketing pour étudier ces relations : similarité perçue, substituabilité et concurrence. Nous proposons ensuite de distinguer deux approches de l'analyse des structures de marché: celles qui analysent les relations entre alternatives de choix telles qu'elles sont perçues par les consommateurs et celles qui analysent ces relations au niveau des comportements réels sur le marché. Enfin, nous nous replaçons dans le cadre de l'étude de la relation «consommateur-produit» en présentant deux facteurs qui influencent la relation entre des alternatives de choix : la situation d'usage et la recherche de variété.

Suggested Citation

  • P. Aurier, 1993. "Analyse de la structure des marchés : Réflexions et propositions théoriques sur la relation entre deux alternatives de choix," Post-Print hal-02015238, HAL.
    • Handle: RePEc:hal:journl:hal-02015238
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    Cited by:

    1. Maria Mercanti-Guérin & Laurent Flores, 2012. "Analyse de l'univers concurrentiel des sites de vente en ligne : une approche par le Web Analytics," Post-Print hal-02055028, HAL.
    2. Maria Mercanti-Guérin & Laurent Flores, 2012. "Analyse de l'univers concurrentiel des sites de vente en ligne : une approche par le Web Analytics," Post-Print hal-02494055, HAL.

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