L'influence relative des caractéristiques perçues du prospectus sur son efficacité pour le distributeur

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, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
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 flyer's characteristics - prices, offer and thematic - on its effectiveness in terms of sore visit, product purchase and store image. A survey, conducted among a sample of 958 individuals, shows that the evaluation of the price attractiveness remains the dominant factors in explaining the effectiveness of the store flyer, while the evaluation of the offer has little impact. As for the thematic of the store flyer, it has direct effect on store image but indirect effect on store visit and product purchase - through store flyer reading.

Keywords: store flyer; retail marketing; consumer's perceptions; prospectus; marketing des enseignes; perceptions du consommateur (search for similar items in EconPapers)
Date: 2009
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636212v1
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Published in Colloque Etienne Thil, 2009, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00636212

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