Consumer behavior, Food industry, Social medias, Consumer Power / Gabriel SAYE-HOC BARNAUD / 2021

Titre : Consumer behavior, Food industry, Social medias, Consumer Power : To what extent can consumers dictate the food industry? Type de document : Mémoire Auteurs : Gabriel SAYE-HOC BARNAUD, Auteur Année de publication : 2021 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 AGROALIMENTAIRE SECTEUR ; CONSOMMATEUR ; OPINION PUBLIQUE ; RESEAU SOCIAL Résumé : The purpose of this study and seminar paper is to investigate and understand the new relationship of consumers and the brands they have always lived with.The term “relationship” also includes and implies the levers of power each faction has onto the other. This analysis will be considering an unprecedented event such as Covid-19 pandemic and its consequences. With over one year of a world crisis results, it seems that the pandemic has, indeed, broaden the gap and widen the extremes,being a powerful stimulus to change in consuming behavior.Do food companies work with customer or on the contrary are they not, imprisoned by the public opinion? Through a quantitative study gathering 164 answers, the aim is to collect the trends and the opinions among a group towards the food industry and their perception from a consumer point-of-view. This data set will provide a preview of opinion in a small portion of young adults. Despite being able to generalize and validate the research question to a higher scale, it will give a better overview on the motives of consumption habits and behaviors, especially in the pandemic.In a scientific purpose, I intend to explore every opinion in an objective and pragmatic method.However, despite being able to generalize an opinion, the aim is to look at food multinationals and especially within the western food industry data which will give a reliable answer to the research question. The social media coverage and the effect of the silent majority have already proven that they can clearly be misleading. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538584