Demander aux shoppers les critères sur lesquels ils se basent pour choisir leur magasin est un exercice insuffisant à double titre. D’abord parce qu’ils omettent de mentionner des facteurs qui, en réalité, pèsent significativement dans leur décision. Ensuite, parce qu’ils citent des critères qui, dans les faits, ne sont pas discriminants…
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