How willingness to purchase can be trigger by product origin ? A collective psychological ownership approach / Theo JARRIGE / 2020

Titre : How willingness to purchase can be trigger by product origin ? A collective psychological ownership approach Type de document : Mémoire Auteurs : Theo JARRIGE, Auteur Année de publication : 2020 Importance : 31 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 ACHAT ; ATTRIBUT DU PRODUIT ; COMPORTEMENT DU CONSOMMATEUR ; PRODUIT ; TEST PSYCHOTECHNIQUE Résumé : How to trigger willingness to purchase of customers ? It is a fundamental question that managers try to resolve day after day. One trigger is the origin of the product. This seminar paper offer an analysis of the relationship between willingness to purchase (WTP) and product origin seen into the prism of the Collective Pyschological Ownership effect (CPO). We conducted a quantitative study in order to check if national identity of red wine consumers is related or not with the CPO, if the CPO can have an influence on the relationship between the WTP and product origin and also if the age fo the respondent can be a moderator inside the schema. We use 2 pictures of a bottle of red wine in this study, on them, we only change the origin of the bottle (USA/ France) The statistical analysis, thanks to SPPS showed a strong correlation between national identity and the CPO about our red wine consumers. However, even if we success to highlight the relation between the WTP and product origin, we were not able to explain it thanks to the CPO. Finnaly, the age can be a moderator in this schema but only for older customers, not for the young. It leads us to the conclusion that even if product origin is fundamental for managers, they should focus more on older customers to promote it. Furthermore, the CPO does not seems to be fundamental to be use by managers especially in the case of red wine. Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529783