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How Do Retailers Create Value By Developing Location- Tailored Product Assortment?
[Comment Les Detaillants Creent-Ils Une Relation Durable En Developpant Un Assortiment De Produits Locaux ? Une Approche Par La Perception Des Consommateurs]

Author

Listed:
  • Dany Vyt

    (UR - Université de Rennes, 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)

  • Magali Jara

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université)

Abstract

This article focuses on responsible consumption, particularly through the study of local products and CSR. We ask whether the assortment of local products is a sustainable and responsible source of value creation for the store? A quantitative in-store questionnaire survey of 509 consumers was carried out. The results mainly show the importance of promoting local products as an effective assortment strategy for improving perceived proximity (a major CSR variable) with the consumer; and ultimately building a lasting relationship between the store and its customers (measured here by loyalty).

Suggested Citation

  • Dany Vyt & Magali Jara & Didier Louis, 2024. "How Do Retailers Create Value By Developing Location- Tailored Product Assortment? [Comment Les Detaillants Creent-Ils Une Relation Durable En Developpant Un Assortiment De Produits Locaux ? Une Ap," Post-Print halshs-04997562, HAL.
    • Handle: RePEc:hal:journl:halshs-04997562
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04997562v1
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    References listed on IDEAS

    as
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    5. Cindy Lombart & Blandine Labbé-Pinlon & Marc Filser & Blandine Anteblian & Didier Louis, 2018. "Regional product assortment and merchandising in grocery stores: Strategies and target customer segments," Post-Print hal-01715072, HAL.
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    7. Naves, Pierre, 2016. "L’encadrement des circuits courts. Du secteur agricole aux territoires ?," Économie rurale, French Society of Rural Economics (SFER Société Française d'Economie Rurale), vol. 355(September).
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    Full references (including those not matched with items on IDEAS)

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