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Dix ans de recherches sur la mesure des effets des promotions

Author

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  • P. Chandon

    (Groupe HEC)

Abstract

La très forte croissance des recherches en promotion des ventes est due en grande partie à l'apparition des données issues des panels scannérisés. Ces données sont à l'origine de plusieurs traditions de recherche que l'on peut distinguer par leur variable dépendante: les modèles de mesure sur données agrégées, dont l'objectif est de fournir aux praticiens un outil leur permettant de quantifier les effets des promotions sur les ventes; les modèles de mesure sur données individuelles qui permettent de connaître et de quantifier les effets des promotions sur le choix de la marque, la quantité achetée, la date d'achat et la décision d'acheter; les modèles d'aide à la décision, dont l'objectif est d'aider les décideurs à concevoir des actions promotionnelles rentables. Cet article présente la spécificité de chaque tradition de recherche, ses principaux résultats et ses pistes de recherches les plus prometteuses.

Suggested Citation

  • P. Chandon, 1994. "Dix ans de recherches sur la mesure des effets des promotions," Post-Print hal-02016532, HAL.
    • Handle: RePEc:hal:journl:hal-02016532
    as

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