When food artisan develops his business: impact on perceptions and reactions of consumers

Quand l'artisan des métiers de bouche développe son activité: quels effets sur les perceptions et réactions du consommateur ?

Jonathan Dezecot () and Nathalie Fleck
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Jonathan Dezecot: ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université

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Abstract: Long considered to be exclusively focused on their craft and production, artisans today demonstrate their openness to their business environment and their ability to develop their activity. Our research highlights the impact of the development of the food artisan's business on consumer perceptions and reactions. An experimental study, conducted on 259 consumers, tests the effects of two types of development: the increase of the size of the business and the development through the choice of a marketing orientation. The results show the negative impact of the increase of the size. However, marketing orientation has neutral or positive effects. Finally, this paper highlights the mediating role of the perceived artisanal nature of the activity which appears to be the main lever for artisan business development.

Keywords: artisan; business development; marketing orientation; experimentation; développement d’activité; orientation marketing; expérimentation (search for similar items in EconPapers)
Date: 2020-05-05
New Economics Papers: this item is included in nep-agr
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02952924v1
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Published in 36ème Congrès International de l'Association Française du Marketing, May 2020, Biarritz, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02952924

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