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La segmentation fondée sur les comportements d’achat des clients est-elle encore pertinente pour une enseigne de distribution multi-canal ?

Author

Listed:
  • Sandrine Heitz-Spahn

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

L'adoption de stratégies de distribution multi-canal par les entreprises de distribution a engendré des modifications profondes des comportements des consommateurs qui posent la question de l'efficacité des méthodes actuelles de segmentation des clients et prospects. Sur la base d'une étude qualitative exploratoire ainsi que d'une étude descriptive, cette recherche s'attache à étudier les trajectoires de comportements des consommateurs tout au long du processus de décision d'achat ainsi que les mécanismes influençant ces trajectoires. Les résultats de nos études mettent en exergue l'influence du type de produit sur les trajectoires de comportements adoptées ainsi que l'importance à accorder à la préparation de l'achat dans le but d'améliorer l'efficacité des méthodes de segmentation.

Suggested Citation

  • Sandrine Heitz-Spahn, 2010. "La segmentation fondée sur les comportements d’achat des clients est-elle encore pertinente pour une enseigne de distribution multi-canal ?," Post-Print hal-03013281, HAL.
    • Handle: RePEc:hal:journl:hal-03013281
    as

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