Réactions des consommateurs à un accroissement des parts de linéaires allouées aux marques de distributeurs: une approche expérimentale

Blandine Labbé-Pinlon (), Cindy Lombart () and Didier Louis ()
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Cindy Lombart: Audencia Recherche - Audencia Business School
Didier Louis: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: This research investigates consumers' reactions in store to an increase of the self space devoted to store brands. The experiment conducted in a store laboratory shows that this increase has an impact on their perceptions of the assortment offered, their purchases, and their level of satisfaction from the visit of the store as well as their intention to return to it. By adopting consumers' point of view, this research completes the previous studies devoted to shelf space allocation between store and national brands which only considered manufacturers' or retailers' point of view.

Keywords: Consumer behaviour; Shelf space; Store brands; Comportement du consommateur; Espace en linéaire . Marques De Distributeurs (search for similar items in EconPapers)
Date: 2011-01
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Published in Décisions Marketing, 2011, (61), pp.23-34

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00771837

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