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- Title
FAUT-IL CONCEVOIR LES PROSPECTUS EN FONCTION DE LA FIDÉLITÉ DU CLIENT À L'ENSEIGNE ?
- Authors
PARGUEL, BÉATRICE; SABRI, OUIDADE; MIMOUNI-CHAABANE, AÎDA
- Abstract
This research investigates the impact of three store flyers' characteristics attractiveness -- price, offer and thematic -- and their effectiveness for the retailer. An exploratory survey conducted among a sample of 958 shoppers reveals a different impact based on customer loyalty. For loyal customers, the perceived price attractiveness has an important direct positive effect on purchase of promoted products; for occasional customers, purchase of promoted products and store visits are influenced directly by the perceived price attractiveness and indirectly by the evaluation of store flyers thematic. Recommendations for retailers are developed for an optimized management of store flyers' characteristics and design.
- Subjects
RETAIL stores; ADVERTISING fliers; SURVEYS; CUSTOMER loyalty; COMMERCIAL products; PRICES
- Publication
Décisions Marketing, 2010, Issue 59, p49
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.059.49.59