Effets de la région d'origine,du produit,de la marque et de leurs congruences,sur l‘évaluation des consommateurs: application aux produits agroalimentaires
Restricted accessResearch articleFirst published online December, 2005
Effets de la région d'origine,du produit,de la marque et de leurs congruences,sur l‘évaluation des consommateurs: application aux produits agroalimentaires
L'attitude pour le produit, la marque et l'origine géographique, ainsi que leurs congruences respectives (produit × origine, marque × origine, marque × produit), sont étudiées comme facteurs explicatifs de l'évaluation globale d'un produit marqué et d'origine. Dans une expérimentation sur deux produits alimentaires (Tomme/Cassoulet), nous observons qu'en condition de congruence totale, seule l'attitude pour la marque influence l'évaluation globale. En revanche, dans le cas où la marque et/ou l'origine ne sont plus congruentes avec la catégorie, alors les facteurs de congruence perçue correspondants s'ajoutent à l'effet de l'attitude pour la marque, afin de compléter l'évaluation du consommateur. Les implications managériales sont développées, à la fois pour les marques internationales, les MDD et les marques régionales de PME agroalimentaires.
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