Les Antécédents de l’Intention Comportementale des Pauvres au sein d’un Point de Vente: Atmosphère et Prix

Maher Toukabri, Zohra Ghali, and Antar Chaabi

Abstract:

The market of the poor is a huge potential. However, previous studies have considered that the poor cannot be stimulated by variations of sensory marketing. They are perceived to be affected by the price of goods only. The objective of this paper is to study the affects of atmospheric factors (physical and social) on the behavioral intention of the poor, in addition to his consciousness of the price.