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Titre : The impact of digital tools on customer experience in retail stores Type de document : Mémoire Auteurs : Inès FOUZARI, Auteur Année de publication : 2021 Importance : 28 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 DE DETAIL ; COMMERCE ELECTRONIQUE ; CONSOMMATEUR ; MARKETING EXPERIENTIEL ; MARKETING STRATEGIQUERésumé : E-commerce has changed the way retailers sell goods to customers. The growth of digital tools makes the purchasing journey easier, faster and more convenient. Yet, retailers have adapted their strategy to respond to the growing demand for fast and easy delivery on products through the e-commerce, but how have they changed their strategy in their physical retail stores? How can they attract customers again in retail stores? What could be the value that retail stores can bring to customers? Today retailers let the possibility for their customers to use digital tools such as self-checkout, digital kiosks, augmented reality to ease their purchasing journey. This research paper aims to show us the impact of digital tools on customer experiences in retail stores. The literature review will help us understand digital tools in themselves, how they are implemented, the changes in business model retailers have to make if they want to deliver value to customers. Moreover, this literature review shows us that indeed, when used the right way, digital tools enhance customer experience and satisfaction in retail stores. Then, the paper will help us understand customers opinions on their own experiences using digital tools in retail stores. This will either confirm or refute our findings in the literature review. For this research paper, we have decided to choose a qualitative method through phone interviews where we gather respondents’ insights about them when they used digital tools. The interview was composed of 14 questions, 11 dedicated to their experience with digital tools and more general questions about what they think of the implementation of such tools in physical stores and three more demographic questions. The interviews lasted from 15 to 20 minutes for the 8 respondents who willingly participated in this research. After analyzing the answers of our respondents, we could confirm what was said in the literature review. Digital tools enhance positively customer experience in retail stores. There is a necessity for retailers to implement digital tools in physical retail stores to remain competitive by changing the overall business model, even if it does not work for all retailers, especially small, local ones. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538130
Titre : The impact of gendered marketing on consumer purchase behavior Type de document : Mémoire Auteurs : Lucille SIEDEL, Auteur Année de publication : 2021 Importance : 26 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
COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; HOMME ; FEMMERésumé : This paper aims at understanding what influences consumers’ decision to purchase gendered products rather than gender-neutral one, or conversely what makes other consumers prefer gender-neutral products. A Qualtrics survey has been made and 187 valid responses were recorded. The questionnaire proposed to the respondents to choose between three different bottles of Calvin Klein perfume. The fragrance was the same for each version; the only difference between the three versions was the packaging. Actually, the choice had to be made between an existing non- gendered perfume called CK All, and two other bottles that have been declined from the original androgynous version: a more feminine one with pink color, and a more masculine one with black color. Two correlation analyses have been made to measure the link between respondents’ opinion on gender-neutral marketing and, on the one hand, the Bem sex roles including femininity and masculinity, and on the other hand, the level of importance given to physical appearance. Then an ANOVA analysis and a crosstabulation have been used to see the correlation between the opinion on gender-neutral marketing and the choice between the three perfume bottles. The main analyses show that there is a negative correlation between masculinity and the opinion on gender-neutral marketing, and that there seem to be an influence of this opinion on the choice between the three designs of CK All packaging. To sum up, respondents with a high level of masculinity according to Bem sex roles will less agree to gender-neutral marketing and will thus more likely choose a gendered packaging (the masculine one) rather than a unisex one. This is not the case for femininity which does not impact the position on gender- neutral marketing. Highly feminine people are open to purchase the gender-neutral bottle of perfume, and also the gendered ones, including the one designed for males. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538272 The impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans / Louise SPILLEMAECKER / 2021
Titre : The impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans : Focus on three scandalized athlete endorsers: Tiger Woods, Maria Sharapova, and Michael Vick Type de document : Mémoire Auteurs : Louise SPILLEMAECKER, Auteur Année de publication : 2021 Importance : 35 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 ; IMAGE DE MARQUE
Entreprise
NIKERésumé : Sports scandals are not new. This study contributes to the already-existing research about sports scandals and crisis management. A qualitative study was conducted with sixteen participants (including Nike consumers, Nike consumers who are also fans of the athlete and, athlete’s fans only) to discuss and compare their perception of Nike’s crisis management when it comes to scandalized athlete endorsers. This framework is focused on three well-known scandalized athlete endorsers: Tiger Woods, Maria Sharapova, and Michael Vick. The purpose of this research is two-fold: (1) analyse how Nike’s crisis management regarding Tiger Woods, Maria Sharapova, and Michael Vick is perceived by participants, depending on the category they belong to (Appendix B), and (2) understand how this crisis management might impact athlete’s fans’ and consumers’ attitudes. Findings reveal that Nike consumers do not necessarily expect the brand to cut ties with the scandalized athlete endorser because they understand the inner workings of such decisions. Nike consumers may have a different perception of the brand if they disagree with its decision, but, even so, will not stop buying Nike products. Athlete’s fans, who are also Nike consumers, always appreciate Nike’s support, leading to a better evaluation of the brand and an increase in purchase intentions. Athlete’s fans only, (i.e., non-Nike consumers) do not attach importance to Nike crisis management. This study focuses on the brand's reaction to a scandalized athlete, but what about the athlete's reaction to a scandalized endorsed brand? Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538645 The impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector / Léa SARDAIN / 2021
Titre : The impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector Type de document : Mémoire Auteurs : Léa SARDAIN, Auteur Année de publication : 2021 Importance : 23 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
COSMETIQUE ET PARFUMERIE SECTEUR ; CONSOMMATEUR ; MARKETING EXPERIENTIELRésumé : The objective of this study is to analyze how the brand experience has been impacted by the Covid-19 pandemic since its arrival in 2019 in France. This study is conducted entirely within the beauty sector and is concerned with consumer feelings and experiences. To answer this research question, three sub-questions helped us in this study. Firstly, we focused on the main change in brand experience in the beauty sector for consumers. Secondly, we discussed the different digital tools that have been developed to try and reduce this lack of brand experience. And finally, we showed the importance of maintaining an omnichannel strategy for companies towards consumers. The results led us to understand that the main change in brand experience for consumers was in-store where it was drastically reduced. On the other hand, for most consumers, they found that the experience had been improved online with many digital tools. These tools were mostly useful, fun and informative, but 'did not fill in the in-store brand experience. Finally, consumers have found that they are now multi-channel shoppers for beauty products. For brands, this requires them to develop a sustainable omni-channel strategy. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538492
Titre : The influence of country-of-origin in the case of Morocco Type de document : Mémoire Auteurs : Lina BENADADA, Auteur Année de publication : 2021 Importance : 47 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
COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; MAROCRésumé : Due to the rise of international trade, important developments have taken place in the manufacturing and marketing of products. Indeed, the products we consume have often travelled - sometimes a long way- before reaching us and a product does not always have a single "nationality" or origin. Therefore, the country-of-origin (COO) can be difficult to determine and as it can have a huge impact on the acceptance and success of products, it becomes necessary for managers to understand how consumers' evaluations of a product and their behavior towards it are influenced by their knowledge and perception of its country of origin.
The objective of this research is to study if, and in what way COO information affects the buying process of Moroccan products by French consumers, Morocco being a developing country.
Within this study, managerial recommendations are made intended to Moroccan marketers wishing to export their products to France.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538672 The Luxury Fashion in the Digital Era: The Impacts of the Influencers and Celebrities Integration on Consumer Behavior in Cross-cultural Context / Wittaya BURAPEE / 2021
PermalinkPermalinkThe position of E-sports in our societies: Is the Covid crisis resulting in more legitimacy for e-sport as a sport- like entertainment in consumers’ perception? / Jean MADAULE / 2021
PermalinkPermalinkTo what extent are social networks a relevant performance tool during the launch of a new brand? / Eloïse BENARD / 2021
PermalinkTo what extent do different elements referring to "made in France" on packaging influence consumer perception of a product and purchase intention? / Alix VANOVERBERGHE / 2021
PermalinkTo what extent is gender sensitive to green marketing in the personal care products market? / Léa VACHERON / 2021
PermalinkTobacco companies CSR strategy. The current harm reduction strategy to reverse a declining market. / Baptiste HARANT / 2021
PermalinkLa transition digitale en santé visuelle : un pas vers une optimisation du parcours patient ou la fin du rapport humain dans la pratique médicale ? / Anouchka KESEROVIC / 2021
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