Anne-Hélène Prigent-Simonin’s scientific contributions

Assessing the perceived proximity in direct selling of food products In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - French CSA (AMAP), farm shops and direct selling on markets- we show the interest of assessing perceived proximity since it has a positive influence on consumers trust towards the studied supply chains and allows to discriminate them. The relevance of the concept of proximity being supported, recommendations are then emphasized on two points: which kinds of proximity to encourage and how to enhance proximity in food direct selling.

This research analyses the concept of proximity perceived by consumers when they buy their food products in a specific form of short food supply chain: the farm shop. In line with Bergadaà and Del Buccia (2009) and based on a qualitative and a quantitative study, we identify four dimensions of proximity perceived by consumers: the “access proximity”, the “identity proximity”, the “relational proximity”, and the “process proximity” The authors also confirm the influence of the last three ones on the building of trust in farms shops. Finally they conclude by highlighting the managerial interest of the approach.

This research examines how the quality of food products is perceived when there is a direct relationship between the producer and consumer. It attempts to throw light on the way that customer-intimacy links are forged or restored between these two participants in the chain and draws a parallel with the more standard distribution channels. The goal is more precisely to study the influence of direct relationship on consumers’ perception of food quality. To address these issues we have selected two different areas according to the type of relationship developed: the farmer-to-consumer sale of beef that emerged after the BSE crisis and promotional events in the supermarkets organized by chicken farmers. The results show that the relational dimension does influence the qualification process of food products, and that this influence is closely linked to the components of trust emerging from the relationship.