L’analyse De La Place De La Valeur Perçue Comme Un Déterminant Stratégique Des Enseignes De La Grande Distribution Marocaine : Cas De La Région Souss Massa

Abstract

This article tries to highlight the effects of the perceived value on satisfaction, and determines, among the components of the value, the major sources of shopping behavior. This leads us to a reflection in order to promote in one hand, the concept of perceived value among the mass-market retailing and on the other hand, to define the reasons for attendance, stimulation and consumer’s escape inside the point of sale. For this purpose, our exploratory research highlights the typology of value of Holbrook (1994, 1999). Relying on series of interviews with customers of large retail in the city of Agadir, the point of sale is no longer considered as a simple place of purchase. It shows different types of value, such as utilitarian values, hedonist values and social values. Our results are able to validate this idea and therefore tend to position the point of sale as a key place for the formulation of marketing strategies of retail chains and thus to be seen as a creator of value.