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Les ruptures de stock : comportements du consommateurs, facteurs d'influence et satisfaction vis-à-vis du magasin

Abstract : The purpose of this thesis is to provide a better understanding of the processes influencing consumer behaviour during stockouts. By influencing, we mean all processes and factors which lead the consumer - concerned by the stockout - to choose one particular type of behaviour rather than another and improve or reduce his/her satisfaction with respect to the point of sale. Whilst the first marketing models of consumer behaviour were restricted to the choice of one type of behaviour, we are suggesting a broader framework including the consumer's psychological moods with respect to the product required when he/she enters the store : a state of mind enabling him/her to conclude that the goods are out of stock, or not. Our model also includes the various factors which could have an impact on the choice by the consumer of a particular behaviour as well as the effect of the behaviour adopted by the customer on the satisfaction felt regard to the point of sale. The effect of out-of-stock on the consumer is first tested empirically through an exploratory qualitative study in order to select the factors to be studied. Our research assumptions are then tested using data collected during an empirical study in the field. The data is processed by an analysis of multiple mappings then by logistics regressions. We therefore demonstrate the influence of several factors and especially the interaction between the factors. Lastly, the satisfaction survey in the store reveals that postponing the purchase is the behaviour leading to geatest satisfaction with respect to the store after observing the out-of-stock.
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Submitted on : Tuesday, April 24, 2018 - 4:04:40 PM
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Chantal Connan Ghesquiere. Les ruptures de stock : comportements du consommateurs, facteurs d'influence et satisfaction vis-à-vis du magasin. Gestion et management. Université Nancy 2, 2004. Français. ⟨NNT : 2004NAN22001⟩. ⟨tel-01776657⟩



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