What are the impacts of rebranding on consumer perceptions and attitudes in the food industry, in France ? / Alexia PEROUELLE / 2021

Titre : What are the impacts of rebranding on consumer perceptions and attitudes in the food industry, in France ? Type de document : Mémoire Auteurs : Alexia PEROUELLE, Auteur Année de publication : 2021 Importance : 27 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 CONSOMMATEUR ; GRANDE DISTRIBUTION SECTEUR ; RESTAURATION SECTEUR Résumé : In recent years, the consumption habits and the consumer criteria have changed significantly. This evolution has been strongly accelerated since the confinements due to the COVID-19. PwC noticed that price remains the most important criteria (43%) for French consumers. However, two new criteria have emerged since last year: from now on, consumers give importance to the French origin of their products (32%), and they favor their health and organic products (20%), even though this means paying more. People tend to cook more, and young adults are the ones paying the more attention to the environmental impact of the products. As the virus also impacted the local economy, consumers now want to support local vendors that suffered during this period (62%), and since the pandemic, 55% of consumers declare their consumption habits have changed. As a result, French people eat healthier (37%), more local (21%), and buy more organic products (12%). As stated by OpinionWay, 60% of French people consume vegetarian meals and the meat consumption is in decline. Nonetheless, several researchers, including Kanama and Nakazawa (2017), confirm that innovation in the food industry is lower compared to other industries, and that more value is attributed to history, tradition, and culture. In order to adapt to the considerable changes in consumer expectations, brands are extending their product offering and repositioning themselves in the market. This is done by rebranding; in other words, by modifying existing or adding new brand elements to create a new image or a different position in the stakeholders’ minds, and for competitors, a distinctive brand identity (Merrilees and Miller, 2008). Indeed, to stay attractive and to make sure customers have the right thoughts towards a brand, brands often rebrand themselves (Collinson, 2019). Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538636