Determination de la valeur accordee aux prestations automobiles par differents types de clientele et influence de la commercialisation sur ces differents segments


Doctoral thesis in Sciences de l'information et de la communication

Under the supervision of Pierre Cazes.

defended on 1987

in Paris 9 .

  • Abstract

    The aim of this thesis is to explain the differences in behavior of various categories of clientele regarding the performance of various car versions. A "structure index", or "attractivity index" was defined in order to describe their behavior, and also to attempt to characterize the performances of the various cars. However, the latter could only be drawn from opinions collected. The attractivity index describes, quite accurately, the cross data tables, but does not allow a model to be built of the structure of the tables (especially when dealing with weak characteristics). A three-dimensional reconstruction of the structure was necessary in order to explain the different behaviors. However, this poses the usual problem of relativity, which is linked to any data concerning opinions. The models thus constructed are, from a qualitative point of view, better. But, while the method used allows a description of the variables concerned, it does not allow the different behavior to be simulated. It was in order to overcome the problem of consistency that the idea of defining the "coefficients of valorisation" originated. So, another way in which to build a model of the different behaviors, would be to measure the degree of consistency between two structure tables. This method, based on collective opinions or technical characteristics of the vehicle, allows us to deduce the sensitivity of each customer segment. Thus the influence of commercial measures was abble to be studied. This coefficient, based on a statistical expression, is more stable in the long run, and allows us to describe the progression of behaviors. Thus structure and consistency allow a model of customer behavior to be constructed.

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  • Abstract

    L'objet de cette these est d'expliquer les differences de comportements des categories de clientele a l'egard des versions automobiles par des prestations. Un indice de structure ou indice d'attractivite a ete defini pour decrire ces comportements et aussi pour caracteriser les prestations, ces dernieres n'ayant pu etre apprehendees autrement que par des opinions d'enquete. L'indice d'attractivite decrit assez parfaitement la structure des tableaux de contingence mais il ne permet pas de modeliser correctement cette structure, notamment les specificites faibles. Une reconstitution ternaire des tableaux de structure s'est revelee necessaire pour expliquer les comportements. Mais elle pose de facon formelle le probleme de relativite lie aux donnees d'opinions. Les modeles obtenus sont qualitativement meilleurs, cependant la methode utilisee permet de decrire les variables mais ne permet pas de simuler les comportements. A partir de ce probleme de coherence est venue l'idee de definir des coefficients de valorisation. Ainsi, une autre facon de modeliser les comportements consisterait a mesurer le degre de coherence entre deux tableaux de structure. Cette methode permet, a partir des opinions collectives ou des caracteristiques techniques des vehicules d'en deduire la sensibilite relative a chaque segment de clientele. Ainsi, l'influence des actions commerciales a pu etre etudiee. Ce coefficient, base sur une constation statistique, est plus stable a terme et permet de decrire une dynamique des comportements. Structure et coherence permettent de modeliser les comportements.

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Version is available as a paper

Where is this thesis?

  • Library : Université Paris-Dauphine (Paris). Service commun de la documentation.
  • Available for PEB
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