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- Title
CRISE DU POUVOIR D'ACHAT.
- Authors
DJELASSI, SOUAD; COLLIN-LACHAUD, ISABELLE; ODOU, PHILIPPE
- Abstract
This research aims at exploring the effects of the crisis on consumer shopping behavior and on related retailers' strategies. A qualitative study has been conducted (interviews with consumers and retailers), which emphasizes a wise shopping behavior, coupled with mixed feelings towards promotional actions and retailers. The latter are perceived as bringing over temptations for consumers. To overpass the generated consumers' mistrust, retailers combine traditional defensive strategies (i.e promotional tactics) and more offensive ones, based on store assortment building and atmosphere management.
- Subjects
PURCHASING power; CONSUMER behavior; RETAIL stores; RETAIL industry; SALES promotion; MARKETING strategy; CONSUMER attitudes
- Publication
Décisions Marketing, 2009, Issue 56, p37
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.056.37.46