How a traditional product may find itself bashed by its customers / Marie-Claire BOUCTON / 2020

Titre : How a traditional product may find itself bashed by its customers Type de document : Mémoire Auteurs : Marie-Claire BOUCTON, Auteur Année de publication : 2020 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATION ; SUCRE ET DERIVES SECTEUR Résumé : Since the beginning of the twenty-first century, consumption of primary product is calling into question as more and more new organic products are created. People pay more and more attention to what they consume and most of the primary products (such as meat, fishes, sugar) tend to be bashed by consumers. So, one can ask himself: how a traditional product may find itself bashed by its customers? This research covers the topic of primary basic products, such as sugar, that are increasingly replaced by new products because of all those new healthy trends in consumption. The aims of this paper are to identify new healthy consumption trends that are changing the food consumption market, identify the challenges that they are creating for those traditional products, and finally to propose recommendations to industrials. Two hypotheses have been developed: the first one is that traditional products are bashed because of new trends, and the second one is that they are bashed because of a generation effect. To answer to this aims and hypotheses, this paper is made with a qualitative research based on the sugar consumption with a sample of 15 people in order to identify their sugar consumption and if they have changed their way of consuming. Thanks to this qualitative research, one can identify the challenges that sugar, a classic traditional product, is facing. The results of this research show that there is a correlation between generation and consumption, and that new trends do not explain everything regarding food consumption changes. Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529099