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Contribution de la sémiotique à la conception des conditionnements: Application à deux catégories de produits

Author

Listed:
  • F. Dano

    (CEROG - Centre d'Etudes et de Recherche sur les Organisations et la Gestion - Université Paul Cézanne - Aix-Marseille 3)

Abstract

L'objectif de cet article est de proposer un nouveau cadre conceptuel pour comprendre et organiser les attentes des consommateurs à l'égard des produits et des conditionnements ainsi qu'une méthode de description des messages conditionnements permettant d'enrichir les démarches de création et d'analyse des conditionnements. Une étude empirique sur deux catégories de produits confirmera que les conditionnements conçus sur la base de cette méthode valorisent bien le produit dans le sens attendu par les consommateurs et qu'ils contribuent au choix des produits.

Suggested Citation

  • F. Dano, 1998. "Contribution de la sémiotique à la conception des conditionnements: Application à deux catégories de produits," Post-Print hal-02017785, HAL.
    • Handle: RePEc:hal:journl:hal-02017785
    as

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    Cited by:

    1. Aurélie Ringeval-Deluze & Louis César Ndione, 2021. "Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne [Signification des packagings et dynamiques d’innovation dans un secteur de luxe tradi," Post-Print hal-03266127, HAL.

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