Stratégie d'implantation des produits équitables en GMS

Florence de Ferran (fdeferra@univ-lr.fr), Blandine Labbé-Pinlon (blabbe@audencia.com), Cindy Lombart (clombart@audencia.com) and Didier Louis (didier.louis@univ-nantes.fr)
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Florence de Ferran: LR-MOS - La Rochelle - Management, Organisation & Société - CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université
Blandine Labbé-Pinlon: Audencia Recherche - Audencia Business School
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: Strategies of shelf space allocation for fair trade products in grocery stores. The objective of this research is to identify what shelf space allocation for various categories of fair trade products in grocery stores could favor store accessibility to these products for conscious consumers who do not buy, or only occasionally, fair trade products: allocation on a dedicated shelf, on the shelves of their categories of products or double allocation. The experiment conducted in a store laboratory on two categories of products (coffee and fruit juices) highlights first the superiority of the double allocation for fair trade products, then the simple allocation on a dedicated shelf, to make these products more accessible and easier to buy as well as to activate their purchases. It also shows that the simple allocation for fair trade products on the shelves of their categories of products is the least successful alternative in these domains, particularly for fair trade products for which the offer is limited.

Keywords: fair trade; merchandising; consumer behavior.; commerce équitable; comportement du consommateur. (search for similar items in EconPapers)
Date: 2014-09
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Published in Décisions Marketing, 2014, 75, pp.41-63. ⟨10.7193/DM.075.41.63⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02360478

DOI: 10.7193/DM.075.41.63

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