Price promotion stratégies on healthy e-commerce websites / Nastassja BROSSARD / 2020

Titre : Price promotion stratégies on healthy e-commerce websites Type de document : Mémoire Auteurs : Nastassja BROSSARD, Auteur Année de publication : 2020 Importance : 38 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 COMMERCE ELECTRONIQUE ; INDUSTRIE ; PRIX ; STRATEGIE Résumé : Research has shown that healthy industry has boomed these recent years and continues to grow exponentially. However, there is currently little knowledge of this emerging market. To add knowledge to this new market, we will focus on price promotion strategies and how they can be used by healthy online companies as an effective incentive tool for motivating a consumer behavior change in terms of purchase intention. To advance research in this field, we have conducted a quantitative study of 213 participants to investigate which of two different price promotional strategies; reward or discount, is better to increase the number of purchases on a healthy e- commerce website. Our results revealed first that both price promotion strategies play a significant role on the intention to purchase on healthy e-commerce websites. Secondly, while we were able to evidence that rewards work best to increase the number of products purchased on healthy online websites in the beauty category, our research could not reveal the initial hypothesis that reward works best in terms of purchase intent for healthy products in general. The findings of this research offer guidance to healthy e-business managers who might benefit from knowing what the best strategy is to promote their healthy products online. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529148