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L'observation des comportements au point de vente : vers une étude de la valorisation de la visite au magasin. / Observation of behaviors at the point of sale: towards a study of shopping visit's value

Author

Listed:
  • BONNIN, Gaël

    (LATEC-CREGO - CNRS - IAE - Université de Bourgogne)

Abstract

La façon de mener l'observation des comportements en magasin est conditionnée par l'approche théorique sous-jacente. Une approche centrée sur les produits conduit à une observation objectivante, décontextualisante, et à une interprétation décisionnelle. La prise en compte des renouvellements théoriques conduit à mener une observation plus large, afin de mettre en évidence la valorisation de l'acte de magasinage. The way to observe behaviors at the point of sale is dependent on the theoretical approach adopted. A focus on products leads to an objective, isolating observation, which is supposed to measure decision making. Theoritical renewals lead to a windened observation, that monitor consumers' shopping act.

Suggested Citation

  • BONNIN, Gaël, 1998. "L'observation des comportements au point de vente : vers une étude de la valorisation de la visite au magasin. / Observation of behaviors at the point of sale: towards a study of shopping visit's value," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 1998-04, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    • Handle: RePEc:lat:gstion:1998-04
    as

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    References listed on IDEAS

    as
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