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Les smart shoppers : profils et réactions de ces acheteurs " malins " face à des réductions de prix immédiates

Author

Listed:
  • Blandine Labbé-Pinlon
  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

The objective of this research is to highlight an actual profile of smart shoppers for frequent purchases and to differentiate the reactions in stores (perceptions and behaviours) of these "clever" consumers, to temporary price reductions, from those of other shoppers, in particular utilitarian shoppers. The experiment conducted in a store laboratory confirms that smart shoppers take more into account the sales promotions and buy more products on promotion than the other shoppers. They would, however, be more reactive to the promotion signal than to the real economic benefit as far as they have the same reactions to weak versus strong temporary price reductions.

Suggested Citation

  • Blandine Labbé-Pinlon & Cindy Lombart & Didier Louis, 2011. "Les smart shoppers : profils et réactions de ces acheteurs " malins " face à des réductions de prix immédiates," Post-Print hal-00771838, HAL.
    • Handle: RePEc:hal:journl:hal-00771838
    DOI: 10.3917/mav.049.0062
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    Cited by:

    1. Gaëlle Pothin, 2016. "La cherté de la vie du point de vue du consommateur : Étude exploratoire et proposition d’un modèle de recherche," Post-Print hal-01648755, HAL.

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