{"id":182319,"date":"2025-09-11T00:00:00","date_gmt":"2025-09-10T22:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/le-comportement-dachat-le-prix-domine-la-planification-gagne-en-importance\/"},"modified":"2025-09-11T00:00:00","modified_gmt":"2025-09-10T22:00:00","slug":"le-comportement-dachat-le-prix-domine-la-planification-gagne-en-importance","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/le-comportement-dachat-le-prix-domine-la-planification-gagne-en-importance\/","title":{"rendered":"le comportement d&rsquo;achat : Le prix domine - la planification gagne en importance"},"content":{"rendered":"<p><strong>Principaux enseignements pour les professionnels<\/strong><\/p>\n<ul>\n<li><strong>Le prix comme principal moteur<\/strong><br \/>\n67 % des personnes interrog\u00e9es citent le prix comme principal crit\u00e8re. Les paniers d&rsquo;achat se r\u00e9duisent, les produits moins chers gagnent. <\/li>\n<li><strong>Autres facteurs d&rsquo;influence<\/strong>\n<ul>\n<li>Saisonnalit\u00e9 (62 %)<\/li>\n<li>R\u00e9gionalit\u00e9 (59 %)<\/li>\n<li>Origine des produits (57 %)<br \/>\nLa durabilit\u00e9 perd du poids (seulement 35 %).<\/li>\n<\/ul>\n<\/li>\n<li><strong>Planification consciente<\/strong><br \/>\n62% des consommateurs planifient leurs achats de mani\u00e8re plus intensive qu&rsquo;auparavant. Ce qui figure sur la liste des courses se retrouve g\u00e9n\u00e9ralement dans le panier d&rsquo;achat. <\/li>\n<li><strong>Comportement d&rsquo;\u00e9pargne<\/strong><br \/>\n46 % se tournent plus souvent vers des produits sans nom.<br \/>\n61 % comparent activement les offres.<br \/>\n59 % font des r\u00e9serves lorsque les produits sont en solde.<\/li>\n<li><strong>Changement dans le processus d&rsquo;achat<\/strong><br \/>\nLes achats commencent t\u00f4t - sur le smartphone, dans les m\u00e9dias sociaux ou avec des prospectus (imprim\u00e9s &amp; num\u00e9riques). Le commerce social (TikTok, Instagram) devient de plus en plus pertinent. <\/li>\n<li><strong>Exploiter les effets du neuromarketing<\/strong><br \/>\nLes commer\u00e7ants peuvent influencer de mani\u00e8re cibl\u00e9e les d\u00e9cisions d&rsquo;achat gr\u00e2ce \u00e0 des effets psychologiques tels que l&rsquo;effet d&rsquo;ancrage (prix \u00e9lev\u00e9 puis r\u00e9duit), la rar\u00e9faction (\u00ab\u00a0dans la limite des stocks disponibles\u00a0\u00bb) ou le cadrage (\u00ab\u00a020 % moins cher\u00a0\u00bb au lieu de \u00ab\u00a080 % du prix\u00a0\u00bb).<\/li>\n<li><strong>Outils num\u00e9riques &amp; IA<\/strong><br \/>\nLes prospectus num\u00e9riques gagnent du terrain, les outils d&rsquo;IA comme ChatGPT sont d\u00e9j\u00e0 utilis\u00e9s par 38% pour la recherche de produits. Le contenu optimis\u00e9 pour les recherches par IA gagne en importance. <\/li>\n<li><strong>La g\u00e9n\u00e9ration Z en ligne de mire<\/strong><br \/>\nCe groupe cible est sensible aux prix, a des habitudes num\u00e9riques et est fortement influenc\u00e9 par ses amis et les influenceurs. 33% se renseignent sur TikTok avant d&rsquo;acheter. <\/li>\n<\/ul>\n<p><strong>Conclusion pour le commerce sp\u00e9cialis\u00e9<\/strong><\/p>\n<p>Pour rester performant, il faut <strong>cibler les clients sensibles au prix<\/strong>, utiliser les canaux num\u00e9riques (y compris les m\u00e9dias sociaux et l&rsquo;IA) et placer <strong>des offres personnalis\u00e9es<\/strong>. Il est crucial d&rsquo;\u00eatre visible pendant la <strong>planification des achats<\/strong> - car ce qui est sur la liste est achet\u00e9. <\/p>\n<p><a href=\"https:\/\/www.directpoint.ch\/de\/dialogmarketing\/forschung\/kaufverhalten-und-einkaufsplanung-besser-verstehen\" target=\"_blank\" rel=\"noopener\">vers le rapport complet de directpoint.ch<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les \u00e9tudes actuelles le montrent clairement : les consommateurs suisses ach\u00e8tent de mani\u00e8re plus r\u00e9fl\u00e9chie, planifient leurs achats de mani\u00e8re plus pr\u00e9cise et font davantage attention au prix. Il en r\u00e9sulte des champs d&rsquo;action importants pour les magasins de sport. <\/p>\n","protected":false},"author":5,"featured_media":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126],"class_list":["post-182319","news","type-news","status-publish","hentry","category-marques-produits"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>le comportement d&#039;achat : Le prix domine - la planification gagne en importance - Sportbiz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sportbiz.ch\/fr\/news\/le-comportement-dachat-le-prix-domine-la-planification-gagne-en-importance\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"le comportement d&#039;achat : Le prix domine - la planification gagne en importance - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Les \u00e9tudes actuelles le montrent clairement : les consommateurs suisses ach\u00e8tent de mani\u00e8re plus r\u00e9fl\u00e9chie, planifient leurs achats de mani\u00e8re plus pr\u00e9cise et font davantage attention au prix. 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