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The contribution of three semiotic tools for analyzing store consumers

Author

Listed:
  • Christine Petr

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This article investigates the potential of the semiotic methodology as a interesting meansto analyze store's consumers. Three semiotic apparatus are presented in the retailingcontext: the semiotic square model, the narrative scheme analysis and the behavioraltypology method.The first one allows to identify the meaning attributed to the visit of a store. The secondone permits to appreciate the complete store's "competence contract" expected byconsumers. The third one allows to make comprehensive typologies of frequented routesand behaviors of consumers when in the aisles and sales areas.As a conclusion, in order to understand why the semiotic methodology is still used soconfidentially in retailing management, we point out the major hurdles it encounters.

Suggested Citation

  • Christine Petr, 2005. "The contribution of three semiotic tools for analyzing store consumers," Post-Print halshs-00094702, HAL.
    • Handle: RePEc:hal:journl:halshs-00094702
    as

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