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Faut-il concevoir le prospectus en fonction de la fidélité du client à l'enseigne ?

Author

Listed:
  • Béatrice Parguel

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Ouidade Sabri-Zaaraoui

    (GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School)

  • Aîda Mimouni

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique)

Abstract

This research investigates the impact of three store flyers' characteristics attractiveness -- price, offer and thematic -- and their effectiveness for the retailer. An exploratory survey conducted among a sample of 958 shoppers reveals a different impact based on customer loyalty. For loyal customers, the perceived price attractiveness has an important direct positive effect on purchase of promoted products; for occasional customers, purchase of promoted products and store visits are influenced directly by the perceived price attractiveness and indirectly by the evaluation of store flyers thematic. Recommendations for retailers are developed for an optimized management of store flyers' characteristics and design.

Suggested Citation

  • Béatrice Parguel & Ouidade Sabri-Zaaraoui & Aîda Mimouni, 2010. "Faut-il concevoir le prospectus en fonction de la fidélité du client à l'enseigne ?," Post-Print halshs-00634437, HAL.
    • Handle: RePEc:hal:journl:halshs-00634437
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00634437
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    References listed on IDEAS

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    1. Alba, Joseph W, et al, 1999. "The Effect of Discount Frequency and Depth on Consumer Price Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 99-114, September.
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