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Conference papers

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

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.
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https://halshs.archives-ouvertes.fr/halshs-00636212
Contributor : Béatrice Parguel Connect in order to contact the contributor
Submitted on : Thursday, October 27, 2011 - 8:04:18 AM
Last modification on : Wednesday, November 17, 2021 - 12:27:09 PM
Long-term archiving on: : Monday, January 30, 2012 - 11:10:36 AM

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  • HAL Id : halshs-00636212, version 1

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Béatrice Parguel, Ouidade Sabri-Zaaraoui, Aîda Mimouni. L'influence relative des caractéristiques perçues du prospectus sur son efficacité pour le distributeur. Colloque Etienne Thil, 2009, France. ⟨halshs-00636212⟩

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