Les coupons de réduction ont-ils de la valeur aux yeux des consommateurs ? (notice n° 256040)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02623cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112072926.0 |
| 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 | Coutelle, Patricia |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Les coupons de réduction ont-ils de la valeur aux yeux des consommateurs ? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2012.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 81 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Fortement utilisé par les distributeurs, le coupon de réduction, source d’augmentation des ventes et de trafic en magasin, est aussi considéré comme un vecteur de fidélisation et de différenciation. Rares sont les études qui ont analysé la perception du consommateur à l’égard de cet outil. Quelle valeur les consommateurs attribuent-ils aux coupons ? Celle-ci est-elle dépendante de la nature du coupon ? Une étude qualitative exploratoire répond à ces questions. Les résultats montrent que si la dimension utilitaire de la valeur perçue est mise en évidence, elle s’avère plus complexe à appréhender. D’autres dimensions de la valeur apparaissent telles que la dimension hédonique ainsi que les dimensions active/réactive et individuelle/interpersonnelle. Enfin, les perceptions associées à ces dimensions de la valeur sont souvent négatives et conduisent à la mise en place de comportements de résistance. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Do money-off coupons have any real value in the eyes of consumers ?For companies, coupons have the principle objective to increase sales and store traffic but now this marketing tool is also used to encourage differentiation and loyalty. But what is really consumer’s value towards this marketing tool ? This exploratory qualitative study analyses the different value dimensions of a coupon in a long term perspective. Results show that utilitarian dimension is present but very complex to explain. Others value dimensions are also underlined like hedonic dimension, active/reactive dimensions and individual/interpersonal dimensions. These different value perceptions are also associated very often with negative terms and involve some resistance behaviors. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | valeur perçue |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | valeur utilitaire |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | valeur hédonique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | coupons de réduction |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | résistance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | utilitarian value |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | hedonic value |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | perceived value |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | resistance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | coupons |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Plichon, Véronique |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | des Garets, Véronique |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Management & Prospective | Volume 29 | 5 | 2012-10-01 | p. 89-102 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-gestion-2000-2012-5-page-89?lang=fr">https://shs.cairn.info/revue-gestion-2000-2012-5-page-89?lang=fr</a> |
Pas d'exemplaire disponible.
Réseaux sociaux