La préoccupation du maintien du pouvoir d'achat, proposition d'un critère de segmentation

Laurent Bertrandias () and Lapeyre Alexandre ()
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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

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Abstract: The purchasing power has become a matter of preoccupation for consumers. This article intends to prove that the media notion of Purchasing Power Concern (PPC) is a marketing-relevant consumer's individual characteristic. A short and reliable measurement scale is developed and it appears that sociodemographics were not good predictors of PPC. A study focusing on the choice of organic kiwis brings to light the qualities of that variable as o segmentation criterion. In particular, PPC seems to influence the motivations to purchase and the reactions to promotional offers

Keywords: PURCHASING power CONSUMER behavior CONSUMERS Attitudes MARKET segmentation SALES promotion KIWIFRUIT ORGANIC foods; pouvoir d'achat; comportement du consommateur; segmentation du marché; vente promotion; alimentation biologique; kiwi (search for similar items in EconPapers)
Date: 2009
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Published in Décisions Marketing, 2009, 56, pp.11-22

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00491105

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