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Apports de la méthode "Best Worst" à l'analyse interculturelle des critères de choix des consommateurs : cas de l'huile d'olive

Author

Listed:
  • Dekhili, S.
  • Cohen, E.
  • Sirieix, L.
Abstract
One frequent objective of market research, and particularly in cross cultural contexts, consists in comparing those attributes that determine the choice of different sub groups of consumers. Practitioners may resort to different types of importance scales, or use ranking methods, or even pair comparisons. This article first compares and shows the limits of these methods of evaluation that are widely discussed in the marketing literature. Then it describes the Best-Worst scaling method. An application of this method in the food domain (olive oil) in two different countries (France and Tunisia) shows that it allows easy product's attributes ranking. Finally, this article presents managerial issues, critics and relevant applications of the method. ...French Abstract : Un objectif courant des études interculturelles consiste à comparer l'importance des attributs déterminants du choix entre sous-groupes de consommateurs. Plusieurs types de mesures peuvent être mises en oeuvre : échelles, classement ou comparaisons par paires... Après avoir comparé ces méthodes classiques d'évaluation et rappelé leurs limites, cet article présente la méthode Best-Worst, ses apports et les conditions de son utilisation. Une application dans le domaine alimentaire (huile d'olive), effectuée auprès de consommateurs de cultures différentes (Français et Tunisiens) montre que cette méthode permet de hiérarchiser facilement les attributs de choix d'un produit et de comparer la structure de préférence de deux groupes de population. Enfin, l'article évalue les résultats obtenus, les limites et les conditions d'utilisation de cette méthode.

Suggested Citation

  • Dekhili, S. & Cohen, E. & Sirieix, L., 2010. "Apports de la méthode "Best Worst" à l'analyse interculturelle des critères de choix des consommateurs : cas de l'huile d'olive," Working Papers MoISA 201006, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.
    • Handle: RePEc:umr:wpaper:201006
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    More about this item

    Keywords

    CHOICE CRITERIA; BEST WORST; CONSUMER BEHAVIOUR; CROSS NATIONAL RESEARCH; PRODUCT ATTRIBUTES;
    All these keywords.

    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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