ANALYSE DES RÉACTIONS DES CONSOMMATEURS FACE À LA RUMEUR ET IMPLICATIONS MANAGÉRIALES : UNE APPLICATION AU CAMEROUN

Abstract

This communication proposes the consequences of rumour in the consumer behaviour and gives adequate strategies in the management of this phenomenon. To have this done, a conceptual analysis, showing the different approaches of rumour has been presented. Then, a double collection of data was carried out: firstly, maintenance guides were realised in fifteen companies chiefs, victims of rumour retained for our investigation to know how they perceive the phenomena and how the manage it. Later, three hundred consumers were interviewed in other to know their reactions towards rumour.