Promotion des ventes, psychologie de l'achat et comportement de consommation

Abstract : Sales promotions have experienced considerable growth over the past twenty years. Paradoxically, a growing number of academics and marketers argue that sales promotions are a sub-optimal by-product of price competition without any intrinsic utility for the consumer beyond reducing prices. In the first section of this dissertation, we re-examine the utility of sales promotions from the consumer's perspective. In so doing, we enlarge the currently dominant model of consumer response to sales promotions which is mainly focused on the economic dimension of sales promotions and on their effects on consumer purchase behavior. In the second section, we develop scales measuring the multiple consumer benefits of sales promotions and experimentally study their effects on brand choice. Our results show that consumers evaluate sales promotions on the basis of their utilitarian benefits: savings, but also quality and convenience. Sales promotions also provide consumers with hedonic benefits: entertainment, exploration and self-expression. We then show that monetary promotions are more effective for utilitarian products and that non-monetary promotions are more effective for hedonic products. In the third section, we examine the effects of sales promotions on consumption behavior. Field and laboratory experiments show that promotional stockpiling accelerate the consumption of the promoted product. They also show that this effect is partially due to the higher visibility and lower price of the promoted product. A scanner data analysis further shows that the effects of promotional stockpiling on consumption are only significant for substitutable products consumed on impulse. Overall, our results suggest to reconsider the utility of sales promotions for they can have an intrinsic utility for the consumer and they can increase primary demand by accelerating product consumption
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Pierre Chandon. Promotion des ventes, psychologie de l'achat et comportement de consommation. Gestion et management. HEC PARIS, 1997. Français. ⟨NNT : 1997EHEC0054⟩. ⟨pastel-00994797⟩

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