consommateur, marques de distributeurs, engagement, image de marque, e-commerce, distributeurs, fidélisation, Burton
The distribution is the system which takes in charge all the operations by which a product that has been just made is given to the consumer or to the user. This field integrates three essential functions: a logistic function (delivery, storage), a transactional function (sale), and an entertaining function (interaction between the various actors).
If the first business of the distributors is the delivery of goods for the benefit of the consumer, it's not the only one today. Indeed, the distributors diversify their activities and propose henceforth services (insurance, travel, credit,), but what interests us in our study is the development by the distributors of their own brands: distributor's brand name (DBN) or private label.
The DBN has an existence of 80 years in France, but for about twenty years it knows an unprecedented development. Created at first to propose a cheaper offer, they are positioning today as quality brands and compete directly with the national brands.
It is this evolution which urges us to wonder about the existence of a real relation between this type of brand and the consumer (Brand Relationship Quality Fournier 1994), and to wonder if the DBN can develop loyalty of the consumers and how.
Indeed, if it seems evident that the value for money plays a dominating role in the act of purchase of a product DBN, we want to know if "relational" factors can have an influence on the repurchase of the product.
The brand loyalty is a subject widely studied in the marketing research, in the same way as the brand commitment which allows to measure the true fidelity by taking into account on one hand, the repurchase of the brand to continue the relation (Amine, on 1999, Geyer and al. 1991) and on the other hand, the resistance to change (Debling, on 1998; Crosby and Taylor, on 1983). We wish to transpose the core of these studies into the context of the DBN and verify the possibility of adaption of the various concepts in this context.
In 2002, Bozzo et al. underline the important role of four variables (received quality, trust, attachment and commitment) in the explanation of profiles contrasted by a typology of the loyal consumers (loyal - inert - detached). Then, the works of Benyoussef and al. (2005) show that on a relational plan the trust and the attachment are the mains factors of the loyalty.
Thus, we are going to be interested mainly in these two concepts to lead our study on the commitment to the DBN.
The distributors made many efforts on the competitiveness and the positioning of their brands, but the competitive context makes the DBN becoming a tool of development of customer loyalty, able to create a link between the distributor and the consumers by discriminating the offer (Binninger, 2007).
That is why we wish to direct our research to reveal the influence of relational variables as trust and attachment, as a supplement to the rational factors such as the value for money or the received risk, on the commitment of the consumers in the DBN.
We shall also verify the moderating role that can play the factors of brand and price sensibility.
[...] We note also that the communalities of item 3 is less than therefore we decide to exclude it from the ladder. The measurement of quality / price ratio is done on a scale with two factors comprising 9 stated: a representativity of the 1st dimension of competitiveness with private label items that illustrate the fact that the consumer feels ready to make the most intelligent purchase. A 2nd dimension that focuses on the qualitative nature of DBN with items including poor quality. Deleting a statement allows us to obtain communalities above 0.7 for all items on the axes they form. [...]
[...] We retained only the explanatory previously identified variables (attachment, trust and image of the distributor. In our case, let us not can assert that the sensibility in the brand and in the price is moderating variables of the relation between the explanatory variables and the commitment. Indeed, all the coefficients of regression of the interactions X*I are not statistically significant. Descriptive analysis: purchase behaviour towards the DBN The aim of this part is, in a first time to fix some DBN consumer profiles, and in a second time to analyze determiner factors of DBN purchase. [...]
[...] These are the scores that allow us to verify the existence of correlations and measure the strength and direction of associations between factors. The first dimension of commitment (the discomfort caused by the disappearance of the brand) is correlated with all the variables except dimension "benevolence» for trust and dimension" Poor quality "for the quality/price ratio. The second factor of the commitment meanwhile shows no strong correlation with the different variables. However, it is still significantly correlated with attachment, the image and facet "credibility" of trust. [...]
[...] But they do not trust enough the distributors to buy care products like shampoo or toothpaste. The national brands at this moment are still perceived with a higher quality. This difference is due for the higher price which involves trust. However the loyalty towards the distributors' brand exists if the consumer considers that this product with low involvement is a good value for money. But a concept like the commitment is perceived like too important and consumers are totally opposed to be committed with national brands or distributors brands. [...]
[...] Our exploratory factor analysis indicates that there are positive and significant correlations between variables. The test Bartlett safely rejects the hypothesis of independence of the seven items. However, if the test is acceptable KMO (KMO = 0,734), he assumed that there were statements including the removal would increase the quality of the scale. To identify these statements, we examine the diagonal of the matrix anti-image. The statements whose values on the diagonal are less than 0.5 are candidates for deletion. [...]
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