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La perception du métier de vendeur par ceux qui s’y destinent : une approche par l’image métier

Abstract : The difficulties of recruitment in the sale jobs are due to a lack of candidates available on the job market. It is then necessary to seek to attract students in training courses that lead to selling jobs. But sale remains associated with negative stereotypes which give it a derogatory image from which it is difficult to arouse desires of vocational orientation and present an important gap between perceptions and reality of the job. In this context, our research focuses on the evocation of sales job by professionals with an analysis of the managerial press and with a qualitative study with 88 students in sales program. Our results lead to consider three dimensions of sales image: responsibility, retribution and relational. We conclude that dimensions of profession image are permeable and the absence of contribution dimension is questioned. Managerial recommendations of this research on sales job attractiveness are relative to the communication on sales job.
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https://hal-univ-paris10.archives-ouvertes.fr/hal-01756948
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Submitted on : Tuesday, April 3, 2018 - 11:21:37 AM
Last modification on : Wednesday, October 14, 2020 - 4:14:42 AM

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Franck Gavoille, Fanny Poujol, Béatrice Siadou-Martin. La perception du métier de vendeur par ceux qui s’y destinent : une approche par l’image métier. @GRH, De Boeck Supérieur 2017, 22 (1), pp.55-81. ⟨10.3917/grh.171.0055⟩. ⟨hal-01756948⟩

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