Is 'Cooperative' a Plus factor in market communication ? A franco-Swedish Comparative study of consumer perceptions
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3 septembre 2004
- handle: 10670/1.gr48s7
- hal: hal-02338195
- PRODINRA: 487113
http://creativecommons.org/licenses/by-nc-nd/ , info:eu-repo/semantics/OpenAccess
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Communication, Primitive Mass communicationCiter ce document
Jerker Nilsson et al., « Is 'Cooperative' a Plus factor in market communication ? A franco-Swedish Comparative study of consumer perceptions », HAL-SHS : économie et finance, ID : 10670/1.gr48s7
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Résumé
While what might be termed ethical or 'civic' consumption is no longer reserved to a few isolated eccentrics, the aim of this paper is to set out some first thoughts on the wellfoundedness of developing market communication for agricultural cooperatives based on their specific form of organisation.Based on a consumer suruey conducted jointly in France and Sweden, it sets out to appraise consumer knowledge of and interest in cooperative firms and their activities and to get a clear picture of the image consumers have of these organisations.We first describe the general framework for the study (part 1), then the method employed {part 2). We then set out the results (part 3) and interpret them (part 4).