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Crise du pouvoir d'achat: Les distributeurs face au «wise shopping»

Author

Listed:
  • Souad Djelassi

    (Université de Lille)

  • Isabelle Collin-Lachaud

    (Université de Lille)

  • Philippe Odou

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

Abstract

Cette recherche a pour objet d'examiner les conséquences de la crise sur le comportement des consommateurs, d'une part, et sur les stratégies mises en place par les distributeurs, d'autre part. Une étude qualitative, au moyen d'entretiens semi-directifs, réalisée auprès de consommateurs et d'experts de la distribution met en évidence une démarche de régulation des achats, appelée « wise shopping ». Cette dernière est associée à des attitudes ambiguës à l'égard des promotions et des distributeurs, à l'origine de trop de tentations. Dans ce contexte, les distributeurs mettent en place simultanément des stratégies défensives classiques basées sur la promotion des ventes et d'autres offensives, plus originales visant à regagner la confiance des consommateurs en modifiant l'assortiment et l'agencement du magasin.

Suggested Citation

  • Souad Djelassi & Isabelle Collin-Lachaud & Philippe Odou, 2009. "Crise du pouvoir d'achat: Les distributeurs face au «wise shopping»," Post-Print hal-02048126, HAL.
    • Handle: RePEc:hal:journl:hal-02048126
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    Cited by:

    1. Ki, Chung-Wha (Chloe) & Li, Chunsheng & Chenn, Ashley Stevens & Chong, Sze Man & Cho, Erin, 2024. "Wiseconsumerchoices inonlinesecondhandluxury(OSHL)shopping: Anintegratedmodel ofmotivations,attitudes, andpurchaseintentions for OSHL aswise,conspicuous, andsustainableconsumption," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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