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Relations aux MDD, que nous disent les consommateurs ?

Author

Listed:
  • Jérôme Lacoeuilhe

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Samy Belaïd

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Basma Taïeb

    (ESG Research Lab - ESG Management School)

Abstract

Cet article explore les points de vue des consommateurs à l'égard des marques de distributeurs (MDD). A cet effet, 2 focus group et 11 entretiens individuels semi-directifs ont été réalisés. L'analyse de contenu identifie les différentes facettes des MDD telles qu'elles ont été perçues par les consommateurs : performance économique, sécurité/réassurance, symbolique liée à l'achat des MDD et valorisation. Ces résultats permettent de mieux comprendre les rapports qu'entretiennent les consommateurs avec les marques de distributeurs et renseignent également sur la manière de valoriser les MDD.

Suggested Citation

  • Jérôme Lacoeuilhe & Samy Belaïd & Basma Taïeb, 2015. "Relations aux MDD, que nous disent les consommateurs ?," Post-Print hal-01218300, HAL.
    • Handle: RePEc:hal:journl:hal-01218300
    Note: View the original document on HAL open archive server: https://hal.science/hal-01218300
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    References listed on IDEAS

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    Keywords

    marques de distributeur; marque; étude qualitative; comportement du consommateur;
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