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- Title
Stratégies d'implantation des produits équitables en GMS.
- Authors
de Ferran, Florence; Labbé-Pinlon, Blandine; Lombart, Cindy; Louis, Didier
- Abstract
The objective of this research is to identify what shelf space allocation for various categories of fair trade products in grocery stores could favor store accessibility to these products for conscious consumers who do not buy, or only occasionally, fair trade products: allocation on a dedicated shelf, on the shelves of their categories of products or double allocation. The experiment conducted in a store laboratory on two categories of products (coffee and fruit juices) highlights first the superiority of the double allocation for fair trade products, then the simple allocation on a dedicated shelf, to make these products more accessible and easier to buy as well as to activate their purchases. It also shows that the simple allocation for fair trade products on the shelves of their categories of products is the least successful alternative in these domains, particularly for fair trade products for which the offer is limited.
- Publication
Décisions Marketing, 2014, Issue 75, p41
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.075.41.63