{"id":1539,"date":"2014-03-18T18:20:00","date_gmt":"2014-03-18T22:20:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1539"},"modified":"2022-05-25T18:20:47","modified_gmt":"2022-05-25T22:20:47","slug":"demain-je-lachete-yeah-right","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/demain-je-lachete-yeah-right\/","title":{"rendered":"DEMAIN JE L&rsquo;ACH\u00c8TE! YEAH RIGHT!"},"content":{"rendered":"<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Nous mesurons constamment les intentions d\u2019achat des consommateurs dans nos \u00e9tudes. Par exemple, vont-ils contribuer \u00e0 leur REER? Partiront-ils en vacances? S\u2019ach\u00e8teront-ils une voiture ou une maison? Ach\u00e8teront-ils cette nouvelle marque X qu\u2019on leur propose?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Le consommateur \u00e9tant un \u00eatre \u00e9motif et partiellement rationnel,&nbsp;<strong>doit-on prendre pour un fait ses intentions d\u2019achat annonc\u00e9es<\/strong>? La r\u00e9ponse est clairement non.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Pour s\u2019en convaincre, nous avons demand\u00e9 \u00e0 plus de 3&nbsp;000 qu\u00e9b\u00e9cois leurs intentions d\u2019achat de diff\u00e9rents produits et les avons rappel\u00e9s une ann\u00e9e plus tard afin de leur demander s\u2019ils en avaient fait l\u2019acquisition au cours des 12 derniers mois. Note importante&nbsp;: les r\u00e9pondants ne savaient pas qu\u2019ils faisaient partie d\u2019une exp\u00e9rimentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Les r\u00e9sultats furent extr\u00eamement int\u00e9ressants. Il en ressort les grands constats suivants&nbsp;:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><img decoding=\"async\" src=\"https:\/\/www.adhoc-recherche.com\/app\/thirdparty\/phpthumb\/phpThumb.php?src=%2Fapp%2Fuploads%2Fimages%2Fblog%2F8-les-intentions-dachat-novembre-2013.jpg&amp;q=100&amp;w=615&amp;hash=bc2e67a8fc6f53e441cfc6cae92b693d\" alt=\"\">Approximativement la moiti\u00e9 (50 %) des intentions tr\u00e8s positives (mentions certainement) se concr\u00e9tisent.<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li>Environ le quart (25 %) des intentions positives mod\u00e9r\u00e9es&nbsp; (mentions probablement) se transforment en achat.<\/li><li>Plus le bien est \u00e0 forte implication (achat d\u2019une voiture, d\u2019une maison, avoir un enfant), plus les intentions se concr\u00e9tisent. L\u2019inverse est aussi vrai. Les biens \u00e0 faible implication (ex.&nbsp;: changer de marque de yogourt, aller voir le film X, assister \u00e0 un spectacle rock) favorisent une plus faible concr\u00e9tisation des intentions.<\/li><li>Une petite portion des consommateurs aux intentions d\u2019achat n\u00e9gatives (environ 5 \u00e0 10 % selon le produit) vont changer d\u2019id\u00e9e et proc\u00e9der \u00e0 l\u2019achat.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><br>Bien entendu, la mesure des intentions et leur transposition en acte r\u00e9el d\u2019achat ne sera jamais une science exacte. L\u2019exp\u00e9rimentation plus pouss\u00e9e nous permet toutefois aujourd\u2019hui de nuancer ces proportions en fonction du contexte. Par exemple, un de nos clients utilise 90 % des intentions tr\u00e8s positives en raison de la nature particuli\u00e8re de son produit. L\u2019exp\u00e9rience et le gros bon sens du chercheur auront toujours leur place.\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Le consommateur \u00e9tant un \u00eatre \u00e9motif et partiellement rationnel, doit-on prendre pour un fait ses intentions d\u2019achat annonc\u00e9es? La r\u00e9ponse est clairement non.<\/p>\n<p>Pour s\u2019en convaincre, nous avons demand\u00e9 \u00e0 plus de 3 000 qu\u00e9b\u00e9cois leurs intentions d\u2019achat de diff\u00e9rents produits et les avons rappel\u00e9s une ann\u00e9e plus tard afin de leur demander s\u2019ils en avaient fait l\u2019acquisition au cours des 12 derniers mois. Note importante : les r\u00e9pondants ne savaient pas qu\u2019ils faisaient partie d\u2019une exp\u00e9rimentation.<\/p>","protected":false},"author":34,"featured_media":1228,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-comportements-et-attitudes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DEMAIN JE L&#039;ACH\u00c8TE! 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