6 - L’adoption des produits cosmétiques par les consommateurs camerounais : la forte incidence de la nouveauté perçue, de l’innovativité, de l’implication et des valeurs
Corresponding Author(s) : Darius Djoma
Revue africaine de sociologie,
Vol. 16 No 1 (2012): Revue africaine de sociologie
Résumé
Cet article se propose d’améliorer la compréhension de l’influence des variables individuelles et perceptuelles, sur le processus de décision d’achat d’un produit nouveau par le consomma- teur, puisque ces variables n’ont pas le même comportement selon les types de consommateurs. Une enquête confirmatoire menée auprès de 1005 consommateurs de produits cosmétiques au Cameroun, montre que, le type de nouveauté (incrémentale ou radicale), son utilité perçue et certaines variables individuelles (l’innovativité, l’implication, et les valeurs), jouent un rôle déterminant sur l’adoption du nouveau produit cosmétique. Des recommandations sont for- mulées pour améliorer la communication sur les nouveaux produits cosmétiques.
Mots-clés
Télécharger la référence bibliographique
Endnote/Zotero/Mendeley (RIS)BibTeX
- Arndt, J (1967)., Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing research, 4 (August), 291-95.
- Bass. F M., (1969), “A new product growth model for consumer durables » Management Science, vol.15, January, .2, 5-27.
- Bauer R (1960), Consumer Behavior as Risk Taking Dynamic Marketing for a changing Word, R.S, Hancocked. American Marketing Association, 389-398.
- Beattie, A.E (1983), Product Expertise and Advertising persuasiveness, Advances in Consumer research, 10,583-584.
- Bettman J.R, Luce M.F et Payne J.W (1978), Constructive consumer choice process, Journal of Consumer research, 25, 3,187-217.
- Byrne M.B (2006), Structural Equation Modelling with EQS/ windows: Basic concepts, applications and programming (2nd edition) Mahwah, NJ: Erlbaum, Sage Publications.
- Cheung, G W., et Resnvold, R.B (2002), Evaluating Goodness of fit indexes for testing measurement invariance, Structural Equation Modelling: A multidisciplinary Journal, 9,233-255.
- Cooper D.P (2001), Innovation and reciprocal externalities: Information transmission via job mobility, Journal of economic Behaviour and Organization, 45,403-425.
- Croutsche J-J(2002), Étude des relations de causalité : Utilisation des modèles d’équations structurelles (approche méthodologique), La revue des Sciences de Gestion, Direction et Gestion, Numéro 198, Décembre, 81-97.
- Cunningham Scott .M et(1967), The Major dimensions of perceived Risk, Risk taking and information handling in Consumer Behavior, D.F Coxed, Boston, Harvard, University press, 82-108.
- Daghfous-N, Petrof J V, Pons F (1999)., Values and Adoption of innovation: a cross cultural study, the Journal of Consumer Marketing, Santa Barbara.
- Deering J.B, Jacoby J (1972), Price intervals and individual Price limits as determinants of product evaluation and selection, In Proceedings of the third annual conference of the Association for Consumer Research: Association for Consumer research, 145-166.
- Derbaix C (1987), Le comportement de l’acheteur : voies d’études pour les années à venir, recherche et Applications en Marketing, 2, 2, 81-92.
- Djoma. M.N.D(2004), Le comportement du consommateur camerounais face au produit nouveau, Mémoire de DEA en Sciences de Gestion, Option Marketing et Stratégie, Université de Ngaoundéré.
- Engel,J.F. Blackwell, R.D et Kollat, D (1978) ., “Consumer behavior “ New York : Dolt, rinehart & Winston inc 3°ed .
- Erdem T (1998), An empirical analysis of umbrella branding, Journal of Marketing research, 35(August), 339-351.
- Etzel Michael, J. et Wahlers Russel, G (1984)., Optimal stimulation level and consumer travel preference, in eds Russel W Belk et Robert A. Peterson, AMA Educator’s proceedings, American Marketing Association, 9, 513-542.
- Farley, J.V., Khan. B, Lehman. D.R et Moore W.L (1987), Modelling the choice of automate, Sloan Management review, vol, 29, hiver, 5-15.
- Florès L.M(2005), Potentiel relationnel et impact du site de marque sur la performance marketing (Avec P Volle), Décisions Marketing, Numéro Spécial sur la Performance Marketing, 40, Octobre-Décembre, P.39-50.
- Fornell C et Larcker D.F (1981), Evaluating Structural Equation Models with Unobservable Variable and Measurement Error, Journal of Marketing research, 18, February, 39-50.
- Fromkin H.L (1979).,”A social psychological analysis of the adoption and diffusion of new products and practices from a uniques motivation perspective”, in Gardner D.M.,ed Advances in Consumer research, 2,464-469.
- Gatignon H. et Xuereb J.M (1985), Strategic orientation of the firm and new product performance, Journal of Marketing research, vol, 11, Mars,849-867.
- Gatignon H., Eliashberg J et Robertson T.S (1990)., Technology Diffusion Patterns: An Empirical Test of Competitive Effects, Journal of Marketing, 53:1( January), 35-49.
- Hair, J.F-Jr., Anderson R.E., Tatham. R.L et Black.W.C (1998), Multivariate Data Analysis, Fifth Edition, Upper saddle River, NJ, Prentice Hall.
- Hauser.J, Tellis.G, Griffin. A (2005), Research on innovation: A review and agenda for marketing science.
- Hirschman E.C (1980), Innovativeness, novelty seeking and consumer creativity, Journal onsumer research, 7(3):283.
- Hoover R J., Green R.T et Saegert J(1978), A cross-National study of Perceived Risk, Does Perceived risk have the same effect on consumers in a foreign country as in the United states?, Journal of Marketing,July,102.
- Howard J, A et Sheth J. N (1969)., The theory of buyer behavior New York: John Witey sons.
- Hu L.Z et. Bentler P.M (1998), Fit indexes in covariance structure modeling: Sensitivity to Underparametrized Model Misspecification, Psychological Methods, 3(4), 424-453.
- Kahle, L.R (1983), Social values and social Change: Adaptation to life in America, Praeger, New York, NY.
- Kamakura, W.A et Novak, T.P (1992), Value- system segmentation: exploring the meaning of LOV, Journal of consumer research, Vol.19, June, 119-32.
- Kapferer J-N et Laurent G(1985)., An empirical assesment of selected consequences of involvement, Actes du 12 séminaire international de la recherche Marketing, Lalonde les Maures, 111-36.
- Laborde C et Durrieu. F. (2008), L’Association parrain/parrainé dans le domaine du sport : influence dans le temps sur les réactions affectives à l’égard de la marque, La revue des sciences de Gestion, Direction et Gestion, no 299, Janvier-Février, 85.
- Masterson J.J et Hayward G (1979), Adoption of innovation: A concept attainment view, Management decision (4), (UK), vol 17, 284-294.
- Mehrabian, A et Russell J.A (1974), An approach to environmental psychology, Cambridge, MA: MIT Press.
- Michaut A M. K., (2004), Consumer response to innovative products with application to foods, PhD thesis, Wageningen University.
- Michaut A. M.K., van Trijp, HCM. Steenkamp J-B.E.M (2002), Dimensions of product Newness and their differential effect on Market Success. Paper presented at 31st EMAC Conference, May, 28-31, Braga, Portugal.
- Midgley, D.G., Dowling. G.R (1978), Innovativeness: the concept and its measurement, Journal of Consumer research, vol 4, March, 229-42-.
- Montgomery C.A et Wernerfelt B (1992)., Risk reduction and Umbrella branding, Journal of Business, 65( January), 31-50.
- Nyeck. S. Paradis, S. Xuereb J-M et Chebat.J-C (1996), Standardisation des échelles de mesure à travers différents contextes nationaux: L’exemple d’une échelle d’Innovativité, recherches et Applications en marketing, Vol.11, n3/96.
- Pupion P-C (2004), Statistiques pour la gestion : Applications Excel et SPSS», Dunod, Paris, 373 Pages.
- Robertson T.S (1971), Innovative behavior and Communication, New York, Holt rinehart and Winston, inc, Robinson W.T (1988), Sources of market pioneer advantages: The case of industrial goods industries, Journal of Marketing research, 25(February), 87-94.
- Roehrich G (2001), Les causes de l’achat d’un nouveau produit: variables individuelles ou caractéristiques perçues, revue française du Marketing, .n°182.
- Roehrich G, Derbaix C., Kahle.L., Strazzieri A. (2001), Consumer innovativeness: concept and measurements, in proceeding of the 4th Conference on consumer Behavior, IAE d’Aix en Provence, 424-440.
- Roehrich, G et Valette –Florence, P(1986), Besoin de stimulation, innovativité, implication et valeurs : Test empirique d’un modèle structurel, Actes du colloque de l’Association française de Marketing, le Touquet, ,133- 157.
- Roehrich, G et Valette –Florence, P(1987), Une approche causale du comportement d’achat innovateur, papier de recherche à l’école supérieure des affaires de Grenoble.
- Rogers .E.M.;( 1995)”Diffusion of innovations”, (4th ed.).New York: free press. Shanklin W et Ryans J (1985) ; Marketing et technologie de pointe, Harvard l’expansion. Sheth, J.N (1981)., Psychology of innovation resistance: the less developed concept (LDC) in Diffusion research, research in Marketing, and 4, 273-82.
- Siani G (2001), Valeurs d’information des attributs marque et enseigne dans l’acte d’achat du consommateur, La revue des Sciences de Gestion, Direction et Gestion, Numéro 187, Février, 7-16,
- Snyder C.R et Fromkin H.L (1980), Uniqueness: The human pursuit of difference, New York, plenum press.
- Taylor S; et Todd.P (1995), Understanding information Technology usage: A test of competing Models information systems research, 6:144-176.
- Tellis, Eden Yin, Bell. S., (2004), Global consumer innovativeness: cross-country differences and demographic commonalities, Los Angeles, A University of southern California, Working paper.
- Tornatzky, L.G et K J Klein (1982), Innovation characteristics and innovation adoption implementation: A Meta analysis of findings, iee transaction on engineering management, vol, 29, n, 28-45.
- Venkatesan, M (1973), Cognitive consistency and novelty seeking, in eds Scott Ward et Thomas S Robertson, Consumer behavior, theoretical sources, englewood cliffs: prentice Hall, inc.
- Verhage B.J., Yavas U et Green R.T (1990), Perceived Risk: A Cross-Cultural Phenomenon? international Journal of research in Marketing, 7,297-303.
- Walter H.A (1967), Cultural values do correlate with consumer behaviour, Journal of Marketing Research vol, XIII, May, 121-7
- Widaman, K.F et Reise, S.P (1997), Exploring the measurement invariance of psychological instruments: Application in the substance use domain. In K.J Bryant, M. Windle et S.G. West (Eds), The science of prevention (pp.281-324) Washington, DC: American Psychological Association.
- Yavas, U, Verhage B et Green R.T (1992), Global consumer segmentation versus local market orientation: empirical findings Management International Review, vol. 32. Issue Third Quarter, 265-272.
Les références
Arndt, J (1967)., Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing research, 4 (August), 291-95.
Bass. F M., (1969), “A new product growth model for consumer durables » Management Science, vol.15, January, .2, 5-27.
Bauer R (1960), Consumer Behavior as Risk Taking Dynamic Marketing for a changing Word, R.S, Hancocked. American Marketing Association, 389-398.
Beattie, A.E (1983), Product Expertise and Advertising persuasiveness, Advances in Consumer research, 10,583-584.
Bettman J.R, Luce M.F et Payne J.W (1978), Constructive consumer choice process, Journal of Consumer research, 25, 3,187-217.
Byrne M.B (2006), Structural Equation Modelling with EQS/ windows: Basic concepts, applications and programming (2nd edition) Mahwah, NJ: Erlbaum, Sage Publications.
Cheung, G W., et Resnvold, R.B (2002), Evaluating Goodness of fit indexes for testing measurement invariance, Structural Equation Modelling: A multidisciplinary Journal, 9,233-255.
Cooper D.P (2001), Innovation and reciprocal externalities: Information transmission via job mobility, Journal of economic Behaviour and Organization, 45,403-425.
Croutsche J-J(2002), Étude des relations de causalité : Utilisation des modèles d’équations structurelles (approche méthodologique), La revue des Sciences de Gestion, Direction et Gestion, Numéro 198, Décembre, 81-97.
Cunningham Scott .M et(1967), The Major dimensions of perceived Risk, Risk taking and information handling in Consumer Behavior, D.F Coxed, Boston, Harvard, University press, 82-108.
Daghfous-N, Petrof J V, Pons F (1999)., Values and Adoption of innovation: a cross cultural study, the Journal of Consumer Marketing, Santa Barbara.
Deering J.B, Jacoby J (1972), Price intervals and individual Price limits as determinants of product evaluation and selection, In Proceedings of the third annual conference of the Association for Consumer Research: Association for Consumer research, 145-166.
Derbaix C (1987), Le comportement de l’acheteur : voies d’études pour les années à venir, recherche et Applications en Marketing, 2, 2, 81-92.
Djoma. M.N.D(2004), Le comportement du consommateur camerounais face au produit nouveau, Mémoire de DEA en Sciences de Gestion, Option Marketing et Stratégie, Université de Ngaoundéré.
Engel,J.F. Blackwell, R.D et Kollat, D (1978) ., “Consumer behavior “ New York : Dolt, rinehart & Winston inc 3°ed .
Erdem T (1998), An empirical analysis of umbrella branding, Journal of Marketing research, 35(August), 339-351.
Etzel Michael, J. et Wahlers Russel, G (1984)., Optimal stimulation level and consumer travel preference, in eds Russel W Belk et Robert A. Peterson, AMA Educator’s proceedings, American Marketing Association, 9, 513-542.
Farley, J.V., Khan. B, Lehman. D.R et Moore W.L (1987), Modelling the choice of automate, Sloan Management review, vol, 29, hiver, 5-15.
Florès L.M(2005), Potentiel relationnel et impact du site de marque sur la performance marketing (Avec P Volle), Décisions Marketing, Numéro Spécial sur la Performance Marketing, 40, Octobre-Décembre, P.39-50.
Fornell C et Larcker D.F (1981), Evaluating Structural Equation Models with Unobservable Variable and Measurement Error, Journal of Marketing research, 18, February, 39-50.
Fromkin H.L (1979).,”A social psychological analysis of the adoption and diffusion of new products and practices from a uniques motivation perspective”, in Gardner D.M.,ed Advances in Consumer research, 2,464-469.
Gatignon H. et Xuereb J.M (1985), Strategic orientation of the firm and new product performance, Journal of Marketing research, vol, 11, Mars,849-867.
Gatignon H., Eliashberg J et Robertson T.S (1990)., Technology Diffusion Patterns: An Empirical Test of Competitive Effects, Journal of Marketing, 53:1( January), 35-49.
Hair, J.F-Jr., Anderson R.E., Tatham. R.L et Black.W.C (1998), Multivariate Data Analysis, Fifth Edition, Upper saddle River, NJ, Prentice Hall.
Hauser.J, Tellis.G, Griffin. A (2005), Research on innovation: A review and agenda for marketing science.
Hirschman E.C (1980), Innovativeness, novelty seeking and consumer creativity, Journal onsumer research, 7(3):283.
Hoover R J., Green R.T et Saegert J(1978), A cross-National study of Perceived Risk, Does Perceived risk have the same effect on consumers in a foreign country as in the United states?, Journal of Marketing,July,102.
Howard J, A et Sheth J. N (1969)., The theory of buyer behavior New York: John Witey sons.
Hu L.Z et. Bentler P.M (1998), Fit indexes in covariance structure modeling: Sensitivity to Underparametrized Model Misspecification, Psychological Methods, 3(4), 424-453.
Kahle, L.R (1983), Social values and social Change: Adaptation to life in America, Praeger, New York, NY.
Kamakura, W.A et Novak, T.P (1992), Value- system segmentation: exploring the meaning of LOV, Journal of consumer research, Vol.19, June, 119-32.
Kapferer J-N et Laurent G(1985)., An empirical assesment of selected consequences of involvement, Actes du 12 séminaire international de la recherche Marketing, Lalonde les Maures, 111-36.
Laborde C et Durrieu. F. (2008), L’Association parrain/parrainé dans le domaine du sport : influence dans le temps sur les réactions affectives à l’égard de la marque, La revue des sciences de Gestion, Direction et Gestion, no 299, Janvier-Février, 85.
Masterson J.J et Hayward G (1979), Adoption of innovation: A concept attainment view, Management decision (4), (UK), vol 17, 284-294.
Mehrabian, A et Russell J.A (1974), An approach to environmental psychology, Cambridge, MA: MIT Press.
Michaut A M. K., (2004), Consumer response to innovative products with application to foods, PhD thesis, Wageningen University.
Michaut A. M.K., van Trijp, HCM. Steenkamp J-B.E.M (2002), Dimensions of product Newness and their differential effect on Market Success. Paper presented at 31st EMAC Conference, May, 28-31, Braga, Portugal.
Midgley, D.G., Dowling. G.R (1978), Innovativeness: the concept and its measurement, Journal of Consumer research, vol 4, March, 229-42-.
Montgomery C.A et Wernerfelt B (1992)., Risk reduction and Umbrella branding, Journal of Business, 65( January), 31-50.
Nyeck. S. Paradis, S. Xuereb J-M et Chebat.J-C (1996), Standardisation des échelles de mesure à travers différents contextes nationaux: L’exemple d’une échelle d’Innovativité, recherches et Applications en marketing, Vol.11, n3/96.
Pupion P-C (2004), Statistiques pour la gestion : Applications Excel et SPSS», Dunod, Paris, 373 Pages.
Robertson T.S (1971), Innovative behavior and Communication, New York, Holt rinehart and Winston, inc, Robinson W.T (1988), Sources of market pioneer advantages: The case of industrial goods industries, Journal of Marketing research, 25(February), 87-94.
Roehrich G (2001), Les causes de l’achat d’un nouveau produit: variables individuelles ou caractéristiques perçues, revue française du Marketing, .n°182.
Roehrich G, Derbaix C., Kahle.L., Strazzieri A. (2001), Consumer innovativeness: concept and measurements, in proceeding of the 4th Conference on consumer Behavior, IAE d’Aix en Provence, 424-440.
Roehrich, G et Valette –Florence, P(1986), Besoin de stimulation, innovativité, implication et valeurs : Test empirique d’un modèle structurel, Actes du colloque de l’Association française de Marketing, le Touquet, ,133- 157.
Roehrich, G et Valette –Florence, P(1987), Une approche causale du comportement d’achat innovateur, papier de recherche à l’école supérieure des affaires de Grenoble.
Rogers .E.M.;( 1995)”Diffusion of innovations”, (4th ed.).New York: free press. Shanklin W et Ryans J (1985) ; Marketing et technologie de pointe, Harvard l’expansion. Sheth, J.N (1981)., Psychology of innovation resistance: the less developed concept (LDC) in Diffusion research, research in Marketing, and 4, 273-82.
Siani G (2001), Valeurs d’information des attributs marque et enseigne dans l’acte d’achat du consommateur, La revue des Sciences de Gestion, Direction et Gestion, Numéro 187, Février, 7-16,
Snyder C.R et Fromkin H.L (1980), Uniqueness: The human pursuit of difference, New York, plenum press.
Taylor S; et Todd.P (1995), Understanding information Technology usage: A test of competing Models information systems research, 6:144-176.
Tellis, Eden Yin, Bell. S., (2004), Global consumer innovativeness: cross-country differences and demographic commonalities, Los Angeles, A University of southern California, Working paper.
Tornatzky, L.G et K J Klein (1982), Innovation characteristics and innovation adoption implementation: A Meta analysis of findings, iee transaction on engineering management, vol, 29, n, 28-45.
Venkatesan, M (1973), Cognitive consistency and novelty seeking, in eds Scott Ward et Thomas S Robertson, Consumer behavior, theoretical sources, englewood cliffs: prentice Hall, inc.
Verhage B.J., Yavas U et Green R.T (1990), Perceived Risk: A Cross-Cultural Phenomenon? international Journal of research in Marketing, 7,297-303.
Walter H.A (1967), Cultural values do correlate with consumer behaviour, Journal of Marketing Research vol, XIII, May, 121-7
Widaman, K.F et Reise, S.P (1997), Exploring the measurement invariance of psychological instruments: Application in the substance use domain. In K.J Bryant, M. Windle et S.G. West (Eds), The science of prevention (pp.281-324) Washington, DC: American Psychological Association.
Yavas, U, Verhage B et Green R.T (1992), Global consumer segmentation versus local market orientation: empirical findings Management International Review, vol. 32. Issue Third Quarter, 265-272.