Les smart shoppers: profils et réactions de ces acheteurs " malins " face à des réductions de prix immédiates

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: The objective of this research is to highlight an actual profile of smart shoppers for frequent purchases and to differentiate the reactions in stores (perceptions and behaviours) of these "clever" consumers, to temporary price reductions, from those of other shoppers, in particular utilitarian shoppers. The experiment conducted in a store laboratory confirms that smart shoppers take more into account the sales promotions and buy more products on promotion than the other shoppers. They would, however, be more reactive to the promotion signal than to the real economic benefit as far as they have the same reactions to weak versus strong temporary price reductions.

Date: 2011
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Citations: View citations in EconPapers (1)

Published in Revue management & avenir, 2011, (49), pp.62-83. ⟨10.3917/mav.049.0062⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00771838

DOI: 10.3917/mav.049.0062

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