Evaluation Des Critères d''achat Par La Ménagère Sénégalaise
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Le comportement du consommateur a fait l'objet de peu de recherches en Afrique. Dans le contexte des céréales locales transformées au Sénégal, il est important de savoir les variables qui influencent l'attitude ou le comportement d'achat. Cette recherche a pour objectif d'analyser la manière dont le consommateur africain évalue les informations dont-il dispose pour se forger une attitude globale avant la prise de décision. Un échantillon de 300 ménagères a été interrogé et les données ont fait l'objet d'un traitement statistique avec le logiciel SPSS (analyse factorielle, test de khi, analyse typologique). Les résultats mettent en évidence les croyances et les valeurs affectives dans l'évaluation des céréales locales transformées, d'une part, et la relation attitude/ comportement d'achat sur le point de vente, d'autre part. Sur le plan managérial, les préférences de la ménagère sont pour les produits à forte valeurs traditionnelles. Mots clés: attitudes, comportement d'achat, céréales locales transformées, culture
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