Bien que quelques recherches aient abordé la thématique de la valeur perçue des produits alimentaires de terroir, elles restent insuffisantes pour assimiler les mécanismes qui sous- tendent la perception de leur valeur. Cette recherche adopte l’approche mixte de la valeur perçue et vise à identifier les composantes de la valeur perçue des produits alimentaires de terroir, en s’appuyant sur une approche qualitative combinant quatorze entretiens semi-directifs menés auprès de consommateurs tunisiens et un focus group en ligne réunissant cinq participants d’origine suisse. L’étude met en lumière cinq dimensions de la valeur perçue : fonctionnelle, hédonique, altruiste, d’unicité et sociale. Par ailleurs, elle révèle quatre types de coûts perçus : les sacrifices monétaires, les sacrifices en temps et en effort, le risque de fraude et le risque de performance gustative. En proposant une lecture holistique de la valeur perçue, cette étude contribue à enrichir les travaux en marketing en dépassant l’approche unidimensionnelle classique. Elle apporte également des implications managériales pour les acteurs du terroir, en les aidants à mieux cerner les leviers de création de valeur pour le consommateur.
Although some research has addressed the topic of the perceived value of local food products, it remains insufficient to assimilate the mechanisms underlying the perception of their value. This research adopts the mixed approach of perceived value and aims to identify the components of the perceived value of local food products, based on a qualitative approach combining fourteen semi-structured interviews conducted with Tunisian consumers and an online focus group bringing together five participants of Swiss origin. The study highlights five dimensions of perceived value: functional, hedonic, altruistic, uniqueness and social. In addition, it reveals four types of perceived costs: monetary sacrifices, sacrifices in time and effort, risk of fraud and risk of taste performance. By proposing a holistic reading of perceived value, this study contributes to enriching marketing research by going beyond the classic one dimensional approach. It also provides managerial implications for local stakeholders, helping them to better identify the levers for creating value for the consumer.
Although some research has addressed the topic of the perceived value of local food products, it remains insufficient to assimilate the mechanisms underlying the perception of their value. This research adopts the mixed approach of perceived value and aims to identify the components of the perceived value of local food products, based on a qualitative approach combining fourteen semi-structured interviews conducted with Tunisian consumers and an online focus group bringing together five participants of Swiss origin. The study highlights five dimensions of perceived value: functional, hedonic, altruistic, uniqueness and social. In addition, it reveals four types of perceived costs: monetary sacrifices, sacrifices in time and effort, risk of fraud and risk of taste performance. By proposing a holistic reading of perceived value, this study contributes to enriching marketing research by going beyond the classic one dimensional approach. It also provides managerial implications for local stakeholders, helping them to better identify the levers for creating value for the consumer.