The Fourth Transformative Consumer Research Conference that took place last May on the premises of SKEMA, Lille Campus, and has seen the participation of 120 researchers sharing their knowledge and passion from 20 different countries.
For its fifth edition, the Academic Research Award in Management for the best research publications, was held at the Pavillon Kleber (Paris), on April 8th, 2013, in the presence of the FNEGE and the Expansion Management Review. Isabelle Decoopman and Elodie Gentina (Professors at SKEMA) received the Academic price for Research in Management for their article " La propension des mères à échanger des vêtements avec leur fille adolescente : quelles conséquences pour le marketing ?", published in Marketing decisions in April 2013. This research develops a new measure of segmentation for professionals in fashion, the propensity of mothers to exchange clothes with their teenage daughter, and presents the main marketing strategies to implement according to the three mother profiles identified: "addicted" "occasional "and refractory" to the clothing trade.
The values of experience and multiple attendance: the case of grocery shopping.
Abstract: The development of food retailing from the premise of mass purchase now faces the phenomenon of the multiplication of channels and store attendance. Why would individuals be interested in visiting several stores ? In response to this question, the research proposes a novel analysis, mobilizing the theoretical frameworks of experience and consumption values. Could the values derived from grocery shopping activity by clients explain multi-store attendance behaviour ? Four main objectives underlie this research :understand the experience and the value derived from the activity of "shopping",operationalize the consumption value of the activity,qualify behaviours of multi-store attendance,explain multi-store attendance in order to understand the complementarity of store types.
The main results of this research enable me to state that the value derived from the activity is an explanatory factor in multi-store attendance behaviour. There is a dual dynamic of evaluation and multi-store attendance, from which the habits of a customer can be assessed. For practitioners, the value of the activity can be used as a way of interpreting the positioning of retail chains and as a way to lever multi-store attendance and to manage multi-loyalty.
The Adolescent: from the construction of Self to the construction of a research object
Supervised by Pr. Marie-Hélène Fosse-Gomez (University of Lille 2) and defended on July 9th, 2013
Abstract: Although they are a prime target and specific customers, retailers find it difficult to grasp the complexity of the target adolescent consumer. Teenagers are difficult customers because because they have different characteristics in terms of consumption (volatile attitude vis-à-vis brands, mastery of basics on promotions, convenient shopping group ...). Although today's retailers have realized the specificities of adolescents in terms of the purchasing behavior, from an academic point of view, there is little marketing research that focuses on the full status of the adolescent consumer. The work presented for the accreditation takes an interest in this unique consumer, the adolescent, and analyses its multiple facets, using complementary quantitative and qualitative methodologies. Over the last eight years, the teenager has been the main object of this research. In order to broaden the conception of adolescent consumption and analyze adolescence in all its angles, two different epistemological perspectives were used as frameworks:
- Consumer choices in an essentially positivistic approach, are a consequence of the process of empowerment of adolescents;
- Consumption in interpretativist reasoning is a way to build an identity.
The wish to study all aspects of adolescent consumers has led to my interest in the important concepts of autonomy, the strategic position of the teenager in the group, sensitivity to peer influence or thought leadership. As for consumption practices, they refer to collective shopping, purchase co-ownership, exchange and sharing. In my work, I have and will maintain three concerns: theoretical, methodological and managerial.