Étude de la perception gustative des marques de distributeur : les implications en termes de communication marketing (notice n° 120442)
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| fixed length control field | 03383cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112013541.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Diallo, Mbaye Fall |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Étude de la perception gustative des marques de distributeur : les implications en termes de communication marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2015.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 28 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Dans un marché de distribution de plus en plus concurrentiel, les distributeurs mettent davantage l’accent sur la perception de leurs marques pour se différencier de leurs concurrents en créant des offres distinctives par le biais d’actifs tangibles et intangibles. Cette recherche s’intéresse à la perception des marques de distributeur (MDD), comparées aux marques nationales en vue de dégager des implications en termes de communication marketing. Deux focus groups avec tests gustatifs ont été effectués pour évaluer la perception des marques étudiées. Les résultats de l’analyse de contenu indiquent une perception positive croissante des MDD auprès des consommateurs étudiés. Les résultats des tests gustatifs montrent que la marque nationale est globalement mieux évaluée d’après les tests gustatifs non aveugles. À l’inverse, les résultats des tests gustatifs aveugles indiquent une meilleure évaluation de la MDD en termes de qualité gustative. En termes d’implications théoriques, cette recherche apporte une meilleure compréhension des MDD, alors qu’au niveau des implications managériales, elle suggère de mettre l’accent sur les qualités intrinsèques des MDD dans la communication marketing sur les MDD. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Investigation of taste perception of store brands: Implications in terms of marketing communicationIn an increasingly competitive retail market, retailers have turn to focus on their brand perceptions in an attempt to further differentiate themselves from competitors and create a distinctive retail offer, through the manipulation of tangible and intangible assets. This article investigates perceptions of store brands (SBs), compared to national brands, in order to offer implications in terms of marketing communication. Two focus groups with taste tests were undertaken and analyzed to assess the perceptions of the investigated brands. The results of the content analysis indicated an increasing positive perception of SBs among consumers. According to the taste test results, the national brand is overall better evaluated than the SB in terms of taste and quality based on the non blind taste test. However, the results of the blind taste test showed that the SB is better rated than the national brand in terms of taste quality. Theoretical implications of this study are providing better understanding of SBs in terms of consumer perception whereas managerial implications are indicating to focus on SB’ intrinsic quality in SB marketing communication. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | tests gustatifs |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communication marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marque de distributeur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | perception de la marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | store brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | taste tests |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand perception |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing communication |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Communication & management | 11 | 2 | 2015-01-30 | p. 41-55 | 2269-7195 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-communication-et-management-2014-2-page-41?lang=fr">https://shs.cairn.info/revue-communication-et-management-2014-2-page-41?lang=fr</a> |
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