Department
Teaching areas
Research areas
Skills
Biography
Currently an Associate Professor at Audencia, my research focuses on consumer behaviour at the point of sale.
Through qualitative and quantitative studies and experiments, I began by looking at the classic tools available to retailers, prices, promotions (BRI, batches, etc.), assortment (including the different types of private label) and merchandising (POS, point-of-sale displays, etc.) and their impact on consumers (perceptions and behaviour).
Through these studies and experiments, I then turned my attention to the offers (fair trade products, local and regional products, local private labels, 'without' products, ugly fruit and vegetables, etc.) and responsible communications used by retailers to reach consumers. Their impact on constructs such as the personality, image (including the CSR image) and price image of retailers and their outlets is also examined.
Finally, my current research incorporates new technologies, such as virtual reality, interactive screens and smart labels, in order to gain a better understanding of consumer behaviour at points of sale.