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Former les consommateurs à l’usage des produits : intérêt et principes de mise en oeuvre

Author

Listed:
  • Benoit Aubert

    (Institut du Capital Client, Grenoble Ecole de Management.)

  • David Gotteland

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management, Institut du Capital Client, Grenoble Ecole de Management.)

Abstract

Cet article s'intéresse à la formation des consommateurs à l'usage des produits, une démarche originale et en fort développement pour les produits de grande consommation. A l'aide des rares recherches existantes et du témoignage de deux entreprises pionnières, la formation des consommateurs est tout d'abord définie et ses principes de mise en œuvre sont discutés. Les effets sur le comportement du consommateur sont en- suite analysés puis validés empiriquement à l'aide d'une étude réalisée dans le domaine de l'électronique grand public. Les effets bénéfiques sont mis en évidence tant sur l'évolution des compétences des consommateurs, que sur l'usage des produits et sur la satisfaction client.

Suggested Citation

  • Benoit Aubert & David Gotteland, 2010. "Former les consommateurs à l’usage des produits : intérêt et principes de mise en oeuvre," Grenoble Ecole de Management (Post-Print) halshs-02913055, HAL.
    • Handle: RePEc:hal:gemptp:halshs-02913055
    DOI: 10.7193/DM.059.07.16
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-02913055
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