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L'influence relative des caractéristiques perçues du prospectus sur son efficacité pour le distributeur

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, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • 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 flyer's characteristics - prices, offer and thematic - on its effectiveness in terms of sore visit, product purchase and store image. A survey, conducted among a sample of 958 individuals, shows that the evaluation of the price attractiveness remains the dominant factors in explaining the effectiveness of the store flyer, while the evaluation of the offer has little impact. As for the thematic of the store flyer, it has direct effect on store image but indirect effect on store visit and product purchase - through store flyer reading.

Suggested Citation

  • Béatrice Parguel & Ouidade Sabri-Zaaraoui & Aîda Mimouni, 2009. "L'influence relative des caractéristiques perçues du prospectus sur son efficacité pour le distributeur," Post-Print halshs-00636212, HAL.
    • Handle: RePEc:hal:journl:halshs-00636212
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00636212
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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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