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Apports des chaînages cognitifs à la segmentation des marchés

Author

Listed:
  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Gilles Roehrich

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Jean-Marc Ferrandi

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

Abstract

Cet article se propose de mettre en relief les aspects novateurs de l'analyse des chaînages cognitifs en matière de segmentation. La démarche, appliquée à l'achat de parfums pour hommes et femmes, est essentielle pour la réalisation des stratégies de positionnement ou de communication. Elle confirme le caractère polymorphe de la consommation.

Suggested Citation

  • Pierre Valette-Florence & Gilles Roehrich & Jean-Marc Ferrandi, 2003. "Apports des chaînages cognitifs à la segmentation des marchés," Post-Print halshs-02919608, HAL.
    • Handle: RePEc:hal:journl:halshs-02919608
    DOI: 10.7193/DM.032.31.43
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