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Ingénierie pour le vivant
proximité de la marque

Glossary entry

French term or phrase:

incitation à l\'achat

English translation:

willingness to buy

Added to glossary by Diana Huet de Guerville
May 4, 2018 14:36
6 yrs ago
5 viewers *
French term

% d'incitation à l'achat

French to English Marketing Marketing Promotional event
This is from a presentation of a brand's in-store marketing campaign, with a list of figures:

"UNE ACTION PLEBISCITEE PAR LES CONSOMMATEURS
91 % DE COHERENCE D'IMAGE
83 % DE PROXIMITE DE LA MARQUE
**89% D'INCITATION À L'ACHAT**
16,6 % de PDM, +1,1 POINS VS N-1"


I guess I'm a bit thrown by the percentage. "Incitation à l'achat" seems to be most often translated by "incitement to buy" (but even that doesn't sound great to me), but how does the percentage fit in? Is it the idea that 89% of people have been compelled to buy the product because of the promotion? Or something else entirely?

Any ideas how to render this in English? (UK ok)

Thanks!
Proposed translations (English)
4 +1 % willingness to buy
4 Incentive
3 % of inclination/intention to purchase
Change log

May 4, 2018 16:59: Yolanda Broad changed "Term asked" from "% d\\\'incitation à l\\\'achat" to "% d\'incitation à l\'achat "

Discussion

philgoddard May 4, 2018:
This is definitely market research - you can't measure brand association/affinity or willingness to buy without asking people questions.
Diana Huet de Guerville (asker) May 4, 2018:
@Philippa To answer your question, it seems like they have already run at least parts of the campaign (though some may be ongoing). So my sense is that these stats are in response to in-store promotional events that have already happened.
Diana Huet de Guerville (asker) May 4, 2018:
I actually don't know if they have run market research - I classified it as marketing-market research (seemed like the best option). Sorry if that was misleading! It's actually a very short video presentation that doesn't give much specific information, just lots of images about a general promotional plan, and then a short bit about in-store marketing events that includes these stats. So really not much context at all, and since it's a video they use lots of shorthand... But willingness to buy sounds good to me!
Philippa Smith May 4, 2018:
Since you've classified it as market research, and with the use of "plebiscitée", it sounds like they have run the marketing campaign and then polled consumers to see what they thought of it - or are planning to run the campaign and want to know what consumers think of it; can you tell from the presentation if the campaign has run or is yet to run? In either case, I'd say it means 89% of people see the campaign as being an "encouragement to buy" (91% seeing it as consistent with the brand image etc.) In other words, presentation shorthand.
philgoddard May 4, 2018:
Are these figures based on market research? Does it mean 89 percent of people surveyed said the campaign would encourage them to buy the product?

Proposed translations

+1
1 hr
French term (edited): % d\'incitation à l\'achat
Selected

% willingness to buy

The percentages appear to indicate that they've tested the campaign on consumers, either by showing them the ads or by asking if they remember seeing them.

Does the campaign increase brand preference/willingness to buy?
http://www.gemseek.com/articles/advertising-campaign-and-bra...

Studies show that price has a negative effect on perceived value and willingness to buy. [That must be research by what we Brits call the University of the Bleeding Obvious]
http://www.sciencedirect.com/science/article/pii/S0148296316...

The Three Brand Willingness-to-buy/Price Model (Figure 1) presents the normative constraints of consumer decision-making as examined in the study.
http://www.acrwebsite.org/search/view-conference-proceedings...

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Note added at 1 hr (2018-05-04 15:57:31 GMT)
--------------------------------------------------

This may be helpful:
https://www.proz.com/kudoz/french_to_english/business_commer...
Peer comment(s):
agree Clare Smith : willingness to buy sounds appropriate
1 hr
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Thank you!"
4 hrs

% of inclination/intention to purchase

suggestion
Example sentence:

The willingness of a customer to buy a certain product or a certain service is known as purchase intention.

Reference:

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10976-purchase-intention.html

Peer comment(s):
neutral philgoddard : This is an exact synonym of my answer - your example sentence even says "willingness... to buy". And it's not "percentage of", just "percentage".
9 mins
Something went wrong...
17 hrs

Incentive

Again, why use English articles and links to refer to the French? The word incitation is distinct as it does not have a true English equivalent. It is certainly not purchase decision or intention - which may come after the purchase decision making process. The "incitation" is the action the seller takes (not the buyer) to provoke or stimulate, trigger the buyer purchase decision. The distiction here is to suggest a buyer is above all influenced (given an array of competing options) rather than being a free willed. So purchase inducement or incentive would be more accurate.
Note from asker:
Thanks for your input, I understand what you're saying but the tricky part is fitting that into the percentage. If I had a whole sentence to work with it would be easier to introduce your suggestion! But I agree that the French and English marketing terms can be quite different, which is why they are so tricky to translate sometimes!
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