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Comment faire évoluer les prix en situation de crise ? Le cas d'une pénurie de carburant

Author

Listed:
  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Bruno Ferreira

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • Christine Lambey-Checchin

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

Abstract

Whereas reference price appears as a relevant factor for the consumer in a stable context, in an unstable environment other variables have to be considered. Within this subject we have shown that during the gasoline crisis occurred in metropolitan France in autumn 2010, the perceived difference between the current pricing and the internal reference price doesn't have an impact in the loyalty of the consumer towards the retailer. Opposite, loyalty was impacted by the price raising legitimacy and by the perceived price evolution comparing to competitors. Consequently, we propose that managers may increase their prices following the market trend during crisis if they explain that they suffer from this crisis too.

Suggested Citation

  • Sonia Capelli & Bruno Ferreira & Christine Lambey-Checchin, 2011. "Comment faire évoluer les prix en situation de crise ? Le cas d'une pénurie de carburant," Working Papers halshs-00704874, HAL.
    • Handle: RePEc:hal:wpaper:halshs-00704874
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00704874
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