Comprendre la perception des MDD en Tunisie: une approche comparative avec la France

Samy Belaïd (), Norchène Bendahmane and Jérôme Lacoeuilhe ()
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Samy Belaïd: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Norchène Bendahmane: HEC Cartage
Jérôme Lacoeuilhe: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: While Private Label (P-L) have largely been studied in Western countries, particularly the US and Europe, this was not the case in developing markets such as North Africa. To this end, we conducted in Tunisia a qualitative and quantitative research. The qualitative study has allowed us to identify the perception and positioning of P-L compared to the national brands. With its first results, we conducted a quantitative research to expand the understanding of this perception by studying potential determinants, in order to suggest appropriate recommendations to the communication conducted by this kind of brand.

Keywords: Brands; Consumer behavior; Attitude; Store brands; Marque; Comportement du consommateur; Marque de distributeurs (search for similar items in EconPapers)
Date: 2016-02
New Economics Papers: this item is included in nep-ara, nep-pr~ and nep-mkt
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Published in Revue de Management et de Stratégie - RMS, 2016, 1 (3), pp.1-13

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01301775

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