Les stratégies d'enrichissements sont-elles toujours pertinentes dans le secteur de l'automobile ?

Arnaud Riviere ()
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Arnaud Riviere: UT - Université de Tours

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Abstract: Are the products enhancement strategies still relevant for the car industry? For years, car manufacturers kept adding more equipment to their cars, but the success of the low- cost products is leading car makers to wonder about the effectiveness of such sophistication. This article aims at helping managers think it over and demonstrates that the enhancement strategies of complex goods can only increase the perceived emotional value of a car and cause, in some cases, a decrease of the perceived social and economic product value. These effects can somewhat be explained by the perceived price and the perceived functional advantage of the newly added feature. Nevertheless, its perceived learning costs do not affect the perceived value of good.

Keywords: feature; complex product; enhancement; perceived value; automobile.; attribut; produit complexe; enrichissement; valeur perçue (search for similar items in EconPapers)
Date: 2013-03
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Published in Décisions Marketing, 2013, 69, pp.25-42. ⟨10.7193/DM.069.25.42⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02397333

DOI: 10.7193/DM.069.25.42

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