Influence du prix sur le choix des marques discount. Quels effets de la situation macro-économique ?

Mbaye Fall Diallo, Joseph Kaswengi and Christine Lambey-Checchin

Revue française de gestion, 2017, vol. N° 266, issue 5, 111-125

Abstract: The aim of this article is to examine the impact of price and its variations on customer choice of discount brands over both store and national brands in different macro-economic situations. Using panel data from a soft discount chain, results indicate that high sales prices reduce the choice of discount brands compared to national brands. However, sales prices increase the choice of discount brands in comparison to low-end Private Label Brands (PLBs). We show a negative effect of brand relative sales prices on customer choice of discount brands over both low-end PLBs and national brands. Prices? variation positively affects the choice of discount brands. Furthermore, when the macro-economic situation deteriorates, prices? variation is even more favorable to discount brands.

Date: 2017
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