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En el present treball s'investiga la percepció dels consumidors front els superaliments, i si aquests són un frau per al consumidor comparant la informació present a Internet amb estudis científic contrastats. De la mateixa forma, és mesura el coneixement de si els aliments de la dieta mediterrània són considerats també superaliments i si els consumidors estan disposats a pagar més diners per aquests tipus de productes. Aquest treball de recerca s'ha realitzat mitjançant una enquesta a 286 persones de totes les franges d'edat i de nivell d'estudis. S'han fet comparacions amb les franges d'edat (joves, mitjans i grans) i si tenen estudis de nutrició i si practiquen esport de forma habitual. Com a resultat de la investigació bibliogràfica, s'ha vist que la gran majoria de les atribucions miraculoses presents a internet dels superaliments no han sigut demostrades experimentalment, i excepte en casos molt concrets, fan falta més estudis per asseverar que hi ha una evidència científica de tals propietats nutricionals i dels seus efectes curatius o preventius per a la salut. In the present work we survey the perception of the consumers about the superfoods, and whether or not they are a scam by comparing the information at the Internet with contrasted scientific articles. In addition, we measure the knowledge of consumers about mediterranean ingredients, if they are superfoods or not and if the consumers are willing to pay more for these superfoods. We have performed a survey with 286 people of all ages and studies level. We have compared results between ages (young, middle-age and seniors), if they have nutrition studies or if they practice sport usually. As a result of the bibliographic investigation, we have seen that most of the wondrous properties of superfoods have not been demonstrated experimentally, and except in a few cases, more research needs to be performed about the nutritional, healing, or preventing effects of these ingredients. These superfoods are not better than many foods in the Mediterranean diet. En el presente trabajo se investiga la percepción de los consumidores frente los superalimentos, y si estos son un fraude para el consumidor comparando la información presente a Internet con estudios científico contrastados. De la misma forma, es mide el conocimiento de si los alimentos de la dieta mediterránea son considerados también superalimentos y si los consumidores están dispuestos a pagar más dinero por estos tipos de productos. Este trabajo de investigación se ha realizado mediante una encuesta a 286 personas de todas las franjas de edad y de nivel de estudios. Se han hecho comparaciones con las franjas de edad (jóvenes, medios y grandes) y si tienen estudios de nutrición y si practican deporte de forma habitual. Como resultado de la investigación bibliográfica, se ha visto que la gran mayoría de las atribuciones milagrosas presentes a internet de los superalimentos no han sido demostradas experimentalmente, y excepto en casos muy concretos, hacen falta más estudios para aseverar que hay una evidencia científica de tales propiedades nutricionales y de sus efectos curatius o preventivos para la salud.

Retail shelves acts as extrinsic cues which influence consumers’ perceptions and facilitates them in their purchase dilemma. This study is about determining any possible association between vertical shelf levels and consumers’ perception of values. The assumption that consumers perceive a product at higher place as of higher value (quality) was analyzed by means of primary data and further explained by cue utilization theory. The research attempts to quantify values (extrinsic cue effect) by means of prices of the products. Here, both shelf levels and price are considered as extrinsic cues. In other words, this research analyzed the influence of one extrinsic cue on the other and thus how this affects consumer perception of the product’s value. For this purpose, a primary research was conducted involving consumer group of Swedish people (N=90) and price data was collected for three products placing at different shelf levels. Results from the questionnaire were analyzed by means of one way ANOVA test. The results disapproved hypothesis that was tested yet showed a positive trend for one the value product e.g., coffee. On the basis of result, it can be deduced that further research with different experimental techniques could be applied on the same subject matter to bring more accurate results.

In the literature, sales promotion effects on brand equity are often documented through econometric models. However, few empirical researches have investigated the consumer's perceptions of this specific type of communication. To fill this gap, this work aims thus at studying sales promotion effects from a communication perspective by: (1) integrating the media component of sales promotion under the form of store flyers, (2) identifying store flyers effects on the consumer and on his or her perceptions of the brand, (3) studying the influence of these effects on brand equity and (4) controlling moderating variables related to situational differences. Results of an experiment on 900 consumers confirm that persuasion through store flyers mainly use a peripheral route. This kind of communication appears then as an efficient lever for brand activation in fast moving consumer goods industry.; Dans la littérature, l'examen des effets de la promotion des ventes sur le capital de la marque mobilise le plus souvent des modèles économétriques, qui ne considèrent pas la dimension communicationnelle de la promotion des ventes et son influence sur les perceptions du consommateur. Notre recherche propose donc de ré-explorer cette question en intégrant la composante médiatique de la communication promotionnelle par l'intermédiaire du prospectus, et en mesurant plus spécifiquement les effets de celle-ci sur la manière dont le consommateur perçoit la marque qui s'y trouve insérée. Pour ce faire, une expérimentation est conduite auprès d'un échantillon de 900 sujets représentatif des responsables d'achat au niveau hexagonal. Ses résultats mettent en évidence la nature essentiellement périphérique du processus de persuasion à l'œuvre en communication promotionnelle en prospectus. Dans les cas manipulés, la communication promotionnelle en prospectus améliore la notoriété de la marque et ne semble en mesure de détériorer son image qu'exceptionnellement. Elle n'a donc aucune raison de dégrader son capital et apparaît finalement comme un outil efficace pour activer la marque de produit de grande consommation.

This research investigates the impact of three store flyer's characteristics - prices, offer and thematic - on its effectiveness in terms of sore visit, product purchase and store image. A survey, conducted among a sample of 958 individuals, shows that the evaluation of the price attractiveness remains the dominant factors in explaining the effectiveness of the store flyer, while the evaluation of the offer has little impact. As for the thematic of the store flyer, it has direct effect on store image but indirect effect on store visit and product purchase - through store flyer reading., Cette recherche évalue l'influence de l'attractivité de trois caractéristiques du prospectus - les prix, l'offre et le thème - sur son efficacité pour le distributeur en termes de visite du magasin, d'achat de produits présentés en prospectus et d'image de l'enseigne. Une enquête menée au-près de 958 individus montre que l'attractivité des prix domine l'explication de l'efficacité du prospectus, alors que celle de l'offre a peu d'impact. L'attractivité du thème, pour sa part, in-fluence directement l'image de l'enseigne et indirectement la visite et l'achat en incitant à la consultation du prospectus.