Quelle utilité des signes de qualité pour les MDD ? Le cas du saumon fumé chez Monoprix

Fabrice Larceneux () and Valérie Renaudin
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Fabrice Larceneux: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Renaudin: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: The usefulness of quality seals of approval to anchor the positioning of private labels: The case of smoked salmon at Monoprix Retailers own large portfolios of private labels (PL) that require clearly differentiated positionings and need better communication of product quality. Hence they may use many official quality signals. In this research, we question the effectiveness of this strategy of marking quality to assert the superiority of the quality / price ratio of PL compared to national brands. A field experiment shows that consumers underestimate the quality of "Better" and "Best" PL compared to manufacturer brands (MB). Although the use of official signs (Label Rouge and AB) is effective to improve the perceived quality of "Better" PL, it is not the same for "Best" or Premium PL. In addi- tion, the quality / price ratio of PL is not significantly improved by these quality signals. A mediated moderation model shows that purchase intentions are increased by quality signals only for "Better" PL. Implications of these results and further research propositions are presented.

Keywords: private label; quality signal; organic label; label Rouge; retail.; MDD; label; signe officiel de qualité; agriculture biologique; Label Rouge; distribution. (search for similar items in EconPapers)
Date: 2016-06-24
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Published in Décisions Marketing, 2016, 82, pp.73-89. ⟨10.7193/DM.082.73.89⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309461

DOI: 10.7193/DM.082.73.89

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