Products launch failure as a manifestation of consumer resistance toward innovation on the French food market / Gaëlle BROSSARD / 2020

Titre : Products launch failure as a manifestation of consumer resistance toward innovation on the French food market Type de document : Mémoire Auteurs : Gaëlle BROSSARD, Auteur Année de publication : 2020 Importance : 24 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 LANCEMENT DE PRODUIT ; INNOVATION ; CONSOMMATEUR Résumé : The purpose of this paper is to understand why some products launch fail on the French food market. The approach angle is to describe this failure as a manifestation of consumer resistance toward innovation. The introduction of new food product in the shelves could be successful or raise non-adoption which implies failure. Through the notion of resistance, first trial and perceived risks, this paper try to understand the consumer behavior toward new food product and how adoption could be affected by different factors like external influence or products characteristics. The following results come from a literature review as well as a qualitative and quantitative study among French consumers. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529143