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Communication dans un congrès Année : 2005

The contribution of three semiotic tools for analyzing store consumers

Résumé

This article investigates the potential of the semiotic methodology as a interesting means
to analyze store's consumers. Three semiotic apparatus are presented in the retailing
context: the semiotic square model, the narrative scheme analysis and the behavioral
typology method.
The first one allows to identify the meaning attributed to the visit of a store. The second
one permits to appreciate the complete store's “competence contract” expected by
consumers. The third one allows to make comprehensive typologies of frequented routes
and behaviors of consumers when in the aisles and sales areas.
As a conclusion, in order to understand why the semiotic methodology is still used so
confidentially in retailing management, we point out the major hurdles it encounters.
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Dates et versions

halshs-00094702, version 1 (14-09-2006)

Identifiants

  • HAL Id : halshs-00094702 , version 1

Citer

Christine Petr. The contribution of three semiotic tools for analyzing store consumers. 2005 International Retailing Symposium: Cutting Edge Research on Retail Patronage and Retail Management, Society for Marketing Advances, San Antonio (Texas),, Nov 2005. ⟨halshs-00094702⟩
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Dernière date de mise à jour le 06/04/2024
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