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Le rôle des restrictions temporelles de vente sur l'évaluation de l'offre et l'intention d'achat : analyse par méthode des scénarios

Abstract : The role of the sales restrictions on the evaluation of the offer and the intention of purchase still stays controversial. The marketing literature is divided over the subject and sets up different conceptual frames and theories explaining the effects of these restrictions. Facing the lack of unanimity in literature, in a context where the rentability of sales promotions is not established, this thesis aims to a better comprehension of the impact of the temporal limits on the evaluation of a promotional sales offer and the intention of the consumer's purchase. This survey was made through a mixed methodology made by an exploratoring study lead by focus groups and by a quantitative study lead by the scanario method. The results of our explorating survey underline an ambivalent behaviour versus the temporal restriction of sales. Our empiric study reveals a moderating role of the brand able to limit the perception of the drawbacks in the space of the time restrictions of sales.
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https://tel.archives-ouvertes.fr/tel-01765763
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Submitted on : Friday, April 13, 2018 - 9:52:07 AM
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KILANI_Asma_2017_ED221.pdf
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  • HAL Id : tel-01765763, version 1

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Asma Kilani. Le rôle des restrictions temporelles de vente sur l'évaluation de l'offre et l'intention d'achat : analyse par méthode des scénarios. Gestion et management. Université de Strasbourg; Université de Carthage (Tunisie), 2017. Français. ⟨NNT : 2017STRAB014⟩. ⟨tel-01765763⟩

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