RISQUE PERÇU ET STRATÉGIES DE RÉDUCTION DU RISQUE LORS DE L'ACHAT AUPRÈS DES VENDEURS ULTRA-AMBULANTS EN AFRIQUE.

PERCEIVED RISK AND STRATEGIES OF RISK REDUCTION DURING THE PURCHASE FROM HAWKERS IN AFRICA.

This present research examines a forgotten aspect of marketing practices in Africa. It is about hawkers and the risk perceived by the consumer at the time of the purchase from this form of distribution. Relying on an investigation from 312 Cameroonian consumers, we show that the consumer perceives risks of the same nature as those classically highlighted in the marketing literature, but that their intensity varies in relation with the type of the product bought. Two techniques seem relatively important to reduce the perceived risk that is consumer/hawkers relationship, and the search for information. Finally we provide some managerial implications for marketing managers as well as for the public authorities in their management strategies of this informal activity. [ABSTRACT FROM AUTHOR]

La présente recherche aborde un aspect oublié des pratiques marketing en Afrique. Il s'agit de la vente ultra-ambulante et du risque perçu par le consommateur lors de l'achat auprès de ce mode de distribution. S'appuyant sur une enquête auprès de 312 consommateurs camerounais, nous montrons que le consommateur perçoit des risques de même nature que ceux classiquement relevés dans la littérature marketing, mais que leur intensité varie selon le type de produit acheté. Deux techniques semblent relativement importantes pour réduire le risque perçu, à savoir la relation consommateur/vendeur ultra-ambulant, et la recherche d'informations. De ce constat, nous tirons des implications managériales tant pour les responsables marketing que pour les pouvoirs publics dans leur stratégie de gestion de cette activité informelle. [ABSTRACT FROM AUTHOR]

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