HOW DO RETAILERS CREATE VALUE BY DEVELOPING LOCATION- TAILORED PRODUCT ASSORTMENT?

COMMENT LES DETAILLANTS CREENT-ILS UNE RELATION DURABLE EN DEVELOPPANT UN ASSORTIMENT DE PRODUITS LOCAUX ? UNE APPROCHE PAR LA PERCEPTION DES CONSOMMATEURS

Dany Vyt (), Magali Jara () and Didier Louis ()
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Dany Vyt: UR - Université de Rennes, CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Magali Jara: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Didier Louis: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université

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Abstract: This article focuses on responsible consumption, particularly through the study of local products and CSR. We ask whether the assortment of local products is a sustainable and responsible source of value creation for the store? A quantitative in-store questionnaire survey of 509 consumers was carried out. The results mainly show the importance of promoting local products as an effective assortment strategy for improving perceived proximity (a major CSR variable) with the consumer; and ultimately building a lasting relationship between the store and its customers (measured here by loyalty).

Keywords: Assortment; Value creation; PLS Regression; Local Products; CSR; Assortiment; création de valeur; régression PLS; produits locaux; RSE (search for similar items in EconPapers)
Date: 2024-10-09
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04997562v1
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Published in Colloque INternaitonal Etienne Thil, Oct 2024, Montpellier, France

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