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

Abstract : This research focuses onin-store actionsin hyper and supermarkets in Franceled by manufacturers’ brands of fast moving consumer goods. Itinterrogates how manufacturers brands’can develop relationships with consumers through such actions.Itexploresperceived benefits of theseactions. The literature review highlightsdifferent measurement scalesof marketing actions perceived benefits. A qualitative study with manufacturers and consumers of fast moving consumer goods identifies relational benefits ofin-store actions. Through a quantitative study on 214Frenchconsumers, a measurement scale of in-store perceived value is tested in a context of French retailing of fast moving consumergoods.This scale includes fourdimensions: functional, relational, entertainment and exploration benefits.
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Communication dans un congrès
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https://hal.umontpellier.fr/hal-02094018
Contributeur : Anthony Herrada <>
Soumis le : mardi 9 avril 2019 - 13:48:42
Dernière modification le : jeudi 6 juin 2019 - 14:43:06

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  • HAL Id : hal-02094018, version 1

Citation

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. 13th International Conference Marketing Trends, Jan 2014, Venise, Italy. ⟨hal-02094018⟩

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