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Quelles formules de distribution pour demain? Les réponses de la segmentation par avantages recherchés

Author

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  • Marc Filser

    (Université Nancy 2)

Abstract

L'introduction d'une nouvelle formule de vente au détail par une firme de distribution obéit le plus souvent à une démarche essentiellement empirique et intuitive. Cette recherche propose de mettre en œuvre une analyse des segments de consommateurs par la méthode des avantages recherchés pour caractériser les attentes des segments et en déduire les possibilités de développement de nouvelles formes de vente. Deux applications de cette méthode au marché français sont présentées: l'une au secteur de la distribution alimentaire, l'autre à celui du textile.

Suggested Citation

  • Marc Filser, 1986. "Quelles formules de distribution pour demain? Les réponses de la segmentation par avantages recherchés," Post-Print hal-02009926, HAL.
    • Handle: RePEc:hal:journl:hal-02009926
    DOI: 10.1177/076737018600100101
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    Cited by:

    1. Christophe Bezes, 2012. "Une comparaison empirique du profil des acheteurs monocanal et multicanaux," Post-Print hal-02086749, HAL.
    2. Blandine Anteblian & Marc Filser, 2008. "« Nouvelles formes de commercialisation au détail des fruits et légumes : du format de point de vente aux enjeux logistiques »," Post-Print hal-02383037, HAL.
    3. Marc Filser, 1998. "Évolutions et stratégies dans la distribution alimentaire Les apports des sciences de gestion," Économie rurale, Programme National Persée, vol. 245(1), pages 9-15.

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