L'influence relative des éléments d'exécution d'un prospectus

Béatrice Parguel (), Ouidade Sabri-Zaaraoui () and Aîda Mimouni
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Béatrice Parguel: 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 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: prospectus; communication (search for similar items in EconPapers)
Date: 2009
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Published in Forum du Géomarketing, 2009, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00636243

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