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Communication Dans Un Congrès Année : 2014

Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value

Bénéfices relationnels des actions en magasin: Analyse de l'adaptabilité de l'échelle de mesure des bénéfices perçus de la promotion

Résumé

This research focuses on in-store actions in hyper and supermarkets in France led by manufacturers’ brands of fast moving consumer goods. It interrogates how manufacturers brands’ can develop relationships with consumers through such actions. It explores perceived benefits of these actions. The literature review highlights different measurement scales of marketing actions perceived benefits. A qualitative study with manufacturers and consumers of fast moving consumer goods identifies relational benefits of in-store actions. Through a quantitative study on 214 French consumers, a measurement scale of in-store perceived value is tested in a context of French retailing of fast moving consumer goods. This scale includes four dimensions: functional, relational, entertainment and exploration benefits.
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Dates et versions

hal-01625989 , version 1 (30-10-2017)

Identifiants

  • HAL Id : hal-01625989 , version 1

Citer

Sarah Mussol, Philippe Aurier, Gilles Séré de Lanauze. Relational benefits of in-store actions: Analysis of the adaptability of a measurement scale of action perceived value. International Marketing Trends Conference, Jan 2014, Venise, Italy. ⟨hal-01625989⟩
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