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MDD : comportement et perception des consommateurs

Author

Listed:
  • Stéphane Gouin

    (SMART-LERECO - Structures et Marché Agricoles, Ressources et Territoires - INRA - Institut National de la Recherche Agronomique - AGROCAMPUS OUEST, AGROCAMPUS OUEST)

Abstract

Comment les consommateurs perçoivent les marques distributeurs (MDD) ? Quelles sont leurs attitudes et préférences face à ces produits ? Sont-ils vraiment en mesure de faire une différence avec une marque nationale ? L'enquête du Laboratoire de Gestion de l'Agro de Rennes qu'a dirigée Stéphane Gouin montre que les MDD commencent désormais à s'imposer même au plan de la qualité. L'écart sensoriel qui les séparait des marques nationales a tendance à se réduire, mais avec des nuances selon les familles de produits. Globalement, les marques nationales tirent quand même bien leur épingle du jeu.

Suggested Citation

  • Stéphane Gouin, 2001. "MDD : comportement et perception des consommateurs," Post-Print hal-02360562, HAL.
    • Handle: RePEc:hal:journl:hal-02360562
    as

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