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L'évolution des valeurs et ses implications en marketing : Une enquête en Russie

Author

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  • J.-M. Aurifeille

    (IUT de Saint-Nazaire)

Abstract

La Russie a été choisie pour étudier le processus d'évolution des valeurs terminales et instrumentales. De cette étude, à caractère essentiellement exploratoire, deux observations se dégagent: D'une part, la stabilité globale des systèmes de valeurs : la régression de certaines valeurs est compensée par la progression d'autres valeurs. Ceci pose la question de la pertinence des stratégies marketing, notamment « moyens-fins », fondées sur une unique valeur des consommateurs. D'autre part, on observe une plus grande stabilité des valeurs instrumentales que des valeurs terminales; par suite, il semble que plus d'attention devrait être accordée aux valeurs instrumentales quand des stratégies durables de segmentation et de positionnement sont recherchées.

Suggested Citation

  • J.-M. Aurifeille, 1993. "L'évolution des valeurs et ses implications en marketing : Une enquête en Russie," Post-Print hal-02016065, HAL.
    • Handle: RePEc:hal:journl:hal-02016065
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