Faut-il concevoir le prospectus en fonction de la fidélité du client à l'enseigne ?

Béatrice Parguel (), Ouidade Sabri-Zaaraoui () and Aîda Mimouni
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Béatrice Parguel: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Ouidade Sabri-Zaaraoui: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Aîda Mimouni: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research investigates the impact of three store flyers' characteristics attractiveness -- price, offer and thematic -- and their effectiveness for the retailer. An exploratory survey conducted among a sample of 958 shoppers reveals a different impact based on customer loyalty. For loyal customers, the perceived price attractiveness has an important direct positive effect on purchase of promoted products; for occasional customers, purchase of promoted products and store visits are influenced directly by the perceived price attractiveness and indirectly by the evaluation of store flyers thematic. Recommendations for retailers are developed for an optimized management of store flyers' characteristics and design.

Keywords: Retail; advertising flyers; loyalty; price; grande distribution; prospectus; fidélité; prix (search for similar items in EconPapers)
Date: 2010
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00634437v1
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Published in Décisions Marketing, 2010, 59, pp.49-59

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00634437

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