Prescription d'achats complexes: Proposition de définitions et d'un modèle

Corinne Lamour (), Catherine de La Robertie () and Gérard Cliquet
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Corinne Lamour: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: What is purchasing prescription? Despite its intervention in many markets, purchasing prescription has not been covered so much in marketing research. A qualitative research run with prescribers and buyers allows a definition of purchasing prescription and a model that fits into the purchasing decision process. It appears that prescription is seen more as a recommendation, while trust and knowledge indirectly, form its foundation. The intensity and the compliance with a prescription vary according to the perceived risk from both parts, while the prescriber's independence does not seem to be questioned. These conclusions confirm some past research while they contradict others, but certainly clarify the concept of complex purchase prescription.

Keywords: Information asymmetry; pet; complex purchase prescription; recommendation; trust.; Animal familier; asymétrie d'information; confiance; conseil; prescription d'achats complexes.; prescription d'achats complexes (search for similar items in EconPapers)
Date: 2013-01-17
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Published in International Marketing Trends Conference, Jan 2013, Paris, France

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