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- Title
Diagnostiquer la proximité perçue en vente directe de produits alimentaires.
- Authors
Hérault-Fournier, Catherine; Merle, Aurélie; Prigent-Simonin, Anne-Hélène
- Abstract
In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - French CSA (AMAP), farm shops and direct selling on markets - we show the interest of assessing perceived proximity since it has a positive influence on consumers trust towards the studied supply chains and allows to discriminate them. The relevance of the concept of proximity being supported, recommendations are then emphasized on two points: which kinds of proximity to encourage and how to enhance proximity in food direct selling.
- Publication
Décisions Marketing, 2014, Issue 73, p89
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.073.89.108