IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03958136.html
   My bibliography  Save this paper

Marques Premier Prix Et Packagings Qualitatifs Sont-Ils Vraiment Antinomiques ? Un Cas De Transgression De Marque Positive

Author

Listed:
  • Alicia Lefrancois

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Léa Pecjak

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne, ESC Amiens)

  • Sophie Changeur

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

Abstract

Les marques premier prix voient leurs ventes reculer d'année en année. L'une des causes identifiées est leur positionnement "entrée de gamme" qui ne correspond plus aux attentes de montée en qualité de nombreux consommateurs et ce, tant au niveau des attributs intrinsèques qu'extrinsèques des produits. Un début de solution pourrait être de modifier les packagings des marques premier prix afin qu'ils véhiculent un signal de meilleure qualité. Le fait que cette stratégie puisse, dans l'absolu, s'avérer contre-productive (i.e.: image prix, concurrence des autres MDD) renforce l'intérêt de s'y intéresser plus en profondeur sous l'angle de la transgression de marque positive. Au moyen d'une méthodologie qualitative alliant techniques projectives et entretiens semi-directifs, nous cherchons à comprendre comment les consommateurs perçoivent et appréhendent un packaging de marque premier prix qui transgresse les normes en cherchant à véhiculer un signal de plus grande qualité. A terme, nous présenterons les caractéristiques extrinsèques d'un packaging de marque premier prix qui puisse transmettre un message de qualité tout en respectant le positionnement "entrée de gamme" du produit. Ce travail mobilise différents pans de la littérature marketing (les marques premier prix et les transgressions de marque notamment) auxquels il contribue et nous permettra de formuler des recommandations aux praticiens du marketing pour le travail sur un attribut extrinsèque tel que le packaging des marques 1 er prix, modifiant leur perception purement économique, et contribuant ainsi à leur relance.

Suggested Citation

  • Alicia Lefrancois & Léa Pecjak & Sophie Changeur, 2022. "Marques Premier Prix Et Packagings Qualitatifs Sont-Ils Vraiment Antinomiques ? Un Cas De Transgression De Marque Positive," Post-Print hal-03958136, HAL.
    • Handle: RePEc:hal:journl:hal-03958136
    Note: View the original document on HAL open archive server: https://hal.science/hal-03958136
    as

    Download full text from publisher

    File URL: https://hal.science/hal-03958136/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mbaye Fall Diallo, 2014. "Le comportement du consommateur face aux marques de distributeur au Brésil. Une étude qualitative," Revue française de gestion, Lavoisier, vol. 0(6), pages 33-51.
    2. Sethuraman, Raj & Gielens, Katrijn, 2014. "Determinants of Store Brand Share," Journal of Retailing, Elsevier, vol. 90(2), pages 141-153.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gauthier Casteran & Polymeros Chrysochou & Lars Meyer-Waarden, 2019. "Brand loyalty evolution and the impact of category characteristics," Marketing Letters, Springer, vol. 30(1), pages 57-73, March.
    2. Dekimpe, Marnik G. & van Heerde, Harald J., 2023. "Retailing in times of soaring inflation: What we know, what we don't know, and a research agenda," Journal of Retailing, Elsevier, vol. 99(3), pages 322-336.
    3. Vroegrijk, Mark & Gijsbrechts, Els & Campo, Katia, 2016. "Battling for the Household's Category Buck: Can Economy Private Labels Defend Supermarkets Against the Hard-Discounter Threat?," Journal of Retailing, Elsevier, vol. 92(3), pages 300-318.
    4. Hökelekli, Gizem & Lamey, Lien & Verboven, Frank, 2017. "Private label line proliferation and private label tier pricing: A new dimension of competition between private labels and national brands," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 39-52.
    5. Philipp Noormann & Sebastian Tillmanns, 2017. "Drivers of private-label purchase behavior across quality tiers and product categories," Journal of Business Economics, Springer, vol. 87(3), pages 359-395, April.
    6. Elisa Martinelli & Francesca De Canio, 2021. "Premium Private Labels Products: Drivers of Consumers’ Intention to Buy," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(9), pages 1-36, July.
    7. Wu, Lifang & Yang, Wei & Wu, Jessica, 2021. "Private label management: A literature review," Journal of Business Research, Elsevier, vol. 125(C), pages 368-384.
    8. Fornari, Daniele & Fornari, Edoardo & Grandi, Sebastiano & Menegatti, Mario, 2016. "Leading national brands facing store brands competition: Is price competitiveness the only thing that matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 234-241.
    9. Shen, Qichao & He, Bo & Qing, Qiankai, 2022. "Interplays between manufacturer advertising and retailer store brand introduction: Agency vs. wholesale contracts," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Mao, Zhixin & Duan, Yongrui & Yao, Yuliang & Huo, Jiazhen, 2021. "The moderating effect of average wage and number of stores on private label market share: A hierarchical linear model analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Lu, Zhi & Bolton, Lisa E. & Ng, Sharon & Chen, Haipeng (Allan), 2020. "The Price of Power: How Firm’s Market Power Affects Perceived Fairness of Price Increases," Journal of Retailing, Elsevier, vol. 96(2), pages 220-234.
    12. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J. & Sethuraman, Raj, 2021. "What factors moderate the effect of assortment reduction on store switching? Insights and implications for grocery brands," Journal of Business Research, Elsevier, vol. 133(C), pages 98-115.
    13. Verstraeten, Julie & Heeremans, Eva & Geuens, Maggie & Vermeir, Iris, 2023. "How online grocery shopping drives private label food purchases," Journal of Business Research, Elsevier, vol. 167(C).
    14. Tran, Trang P. & Guzmán, Francisco & Paswan, Audhesh K. & Blankson, Charles, 2020. "National versus private brand: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    15. Fornari, Edoardo & Fornari, Daniele & Grandi, Sebastiano & Iuffmann Ghezzi, Alessandro & Menegatti, Mario, 2021. "Taking advantage of the gluten-free opportunity: Assortment as the key driver for modern grocery retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    16. ter Braak, Anne & Deleersnyder, Barbara, 2018. "Innovation Cloning: The Introduction and Performance of Private Label Innovation Copycats," Journal of Retailing, Elsevier, vol. 94(3), pages 312-327.
    17. Guido Cristini & Cristina Zerbini, 2017. "SBs Purchase Determinants in Italian Market: A Survey of Different Retailers’ Shoppers," International Business Research, Canadian Center of Science and Education, vol. 10(8), pages 1-10, August.
    18. Zare, Samane & Sayed, Saghaian, 2018. "Recession and Income Effect on the Private Label Products Demand: A Case Study of Fluid Milk," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266695, Southern Agricultural Economics Association.
    19. Machiel J. Reinders & Jos Bartels, 2017. "The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 68-85, January.
    20. Bolandifar, Ehsan & Chen, Zhong & Zhu, Kaijie, 2021. "Managing competitive levers in a collaborative distribution channel," European Journal of Operational Research, Elsevier, vol. 293(3), pages 1031-1042.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03958136. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.