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Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value
[Bénéfices relationnels des actions en magasin: Analyse de l'adaptabilité de l'échelle de mesure des bénéfices perçus de la promotion]

Author

Listed:
  • Sarah Mussol

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Philippe Aurier

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Gilles Séré de Lanauze

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

Abstract

This research focuses on in-store actions in hyper and supermarkets in France led by manufacturers' brands of fast moving consumer goods. It interrogates how manufacturers brands' can develop relationships with consumers through such actions. It explores perceived benefits of these actions. The literature review highlights different measurement scales of marketing actions perceived benefits. A qualitative study with manufacturers and consumers of fast moving consumer goods identifies relational benefits of in-store actions. Through a quantitative study on 214 French consumers, a measurement scale of in-store perceived value is tested in a context of French retailing of fast moving consumer goods. This scale includes four dimensions: functional, relational, entertainment and exploration benefits.

Suggested Citation

  • Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2014. "Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value [Bénéfices relationnels des actions en magasin: Analyse de l'adaptabilité de l," Post-Print hal-01625989, HAL.
    • Handle: RePEc:hal:journl:hal-01625989
    Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01625989
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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    3. S. Neslin & C. Henderson & J. Quelch, 1987. "Les promotions des ventes et l'accélération des achats par les consommateurs," Post-Print hal-02011007, HAL.
    4. repec:dau:papers:123456789/4247 is not listed on IDEAS
    5. Nawel Hammami-Habib & Yves Negro, 2011. "Les antécédents expérientiels de la valeur perçue d'un canal de distribution : une approche exploratoire de l'attrait des enseignes de la grande distribution alimentaire," Post-Print hal-00690644, HAL.
    6. repec:dau:papers:123456789/1536 is not listed on IDEAS
    7. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    8. Yves Evrard & Bernard Pras & Elyette Roux & Pierre Desmet & Anne-Marie Dussaix & Gary L. Lilien, 2009. "Market - Fondements et méthodes des recherches en marketing," Post-Print hal-00490724, HAL.
    9. Philippe Aurier & Yves Evrard & Gilles N'Goala, 2004. "Comprendre et mesurer la valeur du point de vue du consommateur," Post-Print hal-02023028, HAL.
    Full references (including those not matched with items on IDEAS)

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