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La cherté de la vie du point de vue du consommateur : définition, antécédents et conséquences

Abstract : The research proposes to introduce the concept of high cost-of-living from customers’ point of view into managementscience. In order to do this, the research first proposes to define the concept of high cost of from customers’ point of viewand to identify its content. Secondly, the research focuses on the antecedents of the concept and its consequences onconsumers' purchasing behavior.The empirical approach is based on a Mixed Methods Research. This is a research method that involves combining boththe elements of a quantitative and qualitative approach in order to understand the high cost-of-living from customers’point of view. Two main empirical studies have been carried out: (1) a qualitative exploratory study composed of severalmethods of data collection (semi-directive interviews, netnography, survey at the exit of a supermarket) and (2) aquantitative confirmatory study with a sample of 700 residents of Réunion Island.The qualitative study allows (1) to determine the causes of this high cost-of-living from customers’ point of view, (2) todefine the concept and to structure its content and (3) to analyze the consequences of this evaluation on consumerpurchasing behavior. From the results of the qualitative study and the literature review, a series of assumptions and themodel of research are formulated. The assumptions and the model are tested during the quantitative study.The quantitative study allows (1) to validate a measuring instrument of evaluation of the high cost-of-living, (2) todetermine the influence of this evaluation on consumer buying behavior, and (3) to emphasize the moderating role ofPPA.The main contributions of this research are the conceptualization of the high cost of living from customers’ point of viewand the description of the consequences of this evaluation on consumer.
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Gaëlle Pothin. La cherté de la vie du point de vue du consommateur : définition, antécédents et conséquences. Gestion et management. Université de la Réunion, 2017. Français. ⟨NNT : 2017LARE0046⟩. ⟨tel-01845500⟩

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