Les mécanismes de compensation mis en oeuvre par les consommateurs face à la baisse perçue de leur pouvoir d'achat

Laurent Bertrandias () and Alexandre Lapeyre ()
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Laurent Bertrandias: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, IUT Paul Sabatier - Institut Universitaire de Technologie - Paul Sabatier - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse
Alexandre Lapeyre: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, IUT Paul Sabatier - Institut Universitaire de Technologie - Paul Sabatier - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: This paper examines the psychological and behavioural consequences of a perceived or anticipated loss of purchasing power. Thanks to a quantitative approach, it is shown that consumers adopt daily compensa- tory preservation strategies as such favouring discounters and preferring store brands. These strategies depend on the strength of a motivational state that we name "concern for purchasing power.

Keywords: Purchasing power - Purchasing power concern - Store brand - Discounter - Materialism; Pouvoir d’achat - Préoccupation du pouvoir d ’achat - Marque de distributeur - Hard-discount - Matérialisme (search for similar items in EconPapers)
Date: 2015-06
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Published in Revue Française du Marketing, 2015, 252, pp.23-39

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01316753

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