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

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.
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https://halshs.archives-ouvertes.fr/halshs-00634437
Contributor : Béatrice Parguel Connect in order to contact the contributor
Submitted on : Wednesday, January 11, 2012 - 1:25:07 PM
Last modification on : Tuesday, October 19, 2021 - 11:33:18 PM
Long-term archiving on: : Thursday, April 12, 2012 - 2:20:21 AM

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Béatrice Parguel, Ouidade Sabri-Zaaraoui, Aîda Mimouni. Faut-il concevoir le prospectus en fonction de la fidélité du client à l'enseigne ?. Décisions Marketing, Association Française du Marketing, 2010, 59, pp.49-59. ⟨halshs-00634437⟩

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