Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value

Bénéfices relationnels des actions en magasin: Analyse de l'adaptabilité de l'échelle de mesure des bénéfices perçus de la promotion

Sarah Mussol (), Philippe Aurier and Gilles Séré de Lanauze
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Sarah Mussol: UM - Université de Montpellier, MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Philippe Aurier: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Gilles Séré de Lanauze: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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Abstract: This research focuses on in-store actions in hyper and supermarkets in France led by manufacturers' brands of fast moving consumer goods. It interrogates how manufacturers brands' can develop relationships with consumers through such actions. It explores perceived benefits of these actions. The literature review highlights different measurement scales of marketing actions perceived benefits. A qualitative study with manufacturers and consumers of fast moving consumer goods identifies relational benefits of in-store actions. Through a quantitative study on 214 French consumers, a measurement scale of in-store perceived value is tested in a context of French retailing of fast moving consumer goods. This scale includes four dimensions: functional, relational, entertainment and exploration benefits.

Keywords: in-store actions; fast moving consumer goods; Relationship marketing; manufacturers’ brands; relational benefits (search for similar items in EconPapers)
Date: 2014-01-23
Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01625989v1
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Published in International Marketing Trends Conference, Jan 2014, Venise, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01625989

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