Assessing perceived proximity in direct selling of food products

In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - Fre...

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Bibliographic Details
Published in:Décisions marketing 2014-01, Vol.73, p.89-108
Main Authors: Hérault-Fournier, Catherine, Merle, Aurélie, Prigent-Simonin, Anne-Hélène
Format: Article
Language:fre
Subjects:
Consumer behaviour
Food industry
Food marketing
Food products
Loyalty
Retail trade
Trust
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Summary:In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - French CSA (AMAP), farm shops and direct selling on markets - we show the interest of assessing perceived proximity since it has a positive influence on consumers trust towards the studied supply chains and allows to discriminate them. The relevance of the concept of proximity being supported, recommendations are then emphasized on two points: which kinds of proximity to encourage and how to enhance proximity in food direct selling. // ABSTRACT IN FRENCH: Dans le prolongement de l'éditorial de Décisions Marketing : « La proximité est-elle une nouvelle mode du marketing ? », cet article interroge la pertinence managériale du concept de proximité en vente directe de produits alimentaires. Via des études empiriques menées dans trois circuits - I'AMAP, le Point de Vente Collectif et le marché - nous montrons qu'il est pertinent de diagnostiquer la proximité perçue par les consommateurs car elle influence positivement la confiance à l'égard des circuits étudiés et permet de les discriminer. Une fois l'intérêt du concept mis en évidence, des recommandations sont formulées autour de deux interrogations : quels types de proximité encourager et comment développer la proximité perçue en vente directe. Reproduced by permission of Bibliothèque de Sciences Po
ISSN:1253-0476