How to make prices evolve in a crisis? The case of a fuel shortage

Comment faire évoluer les prix en situation de crise ? Le cas d’une pénurie de carburant

Sonia Capelli (), Bruno Ferreira () and Christine Lambey-Checchin ()
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Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Bruno Ferreira: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
Christine Lambey-Checchin: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand

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Abstract: Although the reference price is a relevant factor for consumers in a stable environment, other variables need to be considered in an unstable environment. We show here that, during the autumn 2010 fuel crisis in France, the intention of customer loyalty to fuel retailers was determined, not by the perceived difference between the effective price and the internal reference price, but by the legitimacy of the price increase and its evolution in comparison with competitors. As a result, we suggest that, in crisis time, managers should be able to increase their prices in line with the global trend of the market, if they explain that they are also hit by this crisis.

Keywords: "fair price"; "perceived price"; "crisis"; "attribution"; "legitimacy"; "responsibility"; prix juste; prix perçu; attribution; légitimité; responsabilité (search for similar items in EconPapers)
Date: 2013
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Published in Décisions Marketing, 2013, 71 (3), p.77-92

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01128798

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