Skip to Main content Skip to Navigation
Conference papers

L'influence relative des éléments d'exécution d'un prospectus

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.
Mots-clés : prospectus communication
Document type :
Conference papers
Complete list of metadatas

https://halshs.archives-ouvertes.fr/halshs-00636243
Contributor : Béatrice Parguel <>
Submitted on : Wednesday, January 11, 2012 - 1:23:28 PM
Last modification on : Wednesday, December 2, 2020 - 3:42:38 AM

Identifiers

  • HAL Id : halshs-00636243, version 1

Citation

Béatrice Parguel, Ouidade Sabri-Zaaraoui, Aîda Mimouni. L'influence relative des éléments d'exécution d'un prospectus. Forum du Géomarketing, 2009, France. ⟨halshs-00636243⟩

Share

Metrics

Record views

205