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How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022
Titre : How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? Type de document : Mémoire Auteurs : Justine TATANGELO, Auteur Année de publication : 2022 Importance : 30 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 la page. Langues : Anglais (eng) Mots-clés : Management
ECOLOGIE ; MARQUE ; VIN SECTEUR ; SYMBOLE ; CLIENTRésumé : Many studies have been conducted in recent years on the topic of ecological transition. Most often, these studies have focused on the consumer response to the transition to organic farming in the agri-food sector in general. However, very few studies have focused specifically on the impact of the organic farming conversion strategy in the Champagne sector. This research aims to explore consumer response to Champagne brand's adaption of the organic-conversion strategy. For this purpose, a quantitative study based on the responses of 58 participants to a 20-question questionnaire was conducted. The survey was divided into four parts, one on the socio-demographic characteristics of the participants, one on their commitment to environmental and health issues, one on their knowledge of the wine and organic farming industry and one on their Champagne consumption and purchasing habits. The findings of this study showed a weak acceptance of organic Champagne by consumers. They mostly prefer to drink traditional Champagne and have poor knowledge of the organic transition in the wine industry. Millennials (aged 18 to 35) are very involved in the environmental cause and concerned about their health. They are favorable to organic farming and consume organic products and wine regularly. By contrast, they prefer the brand, the packaging, or the vintage, rather than the organic when they buy Champagne, because they drink Champagne on social occasions and use it to satisfy their need for image and social distinction. Also, the more knowledgeable participants are about the industry, the more favorable they are to organic Champagne, regardless of their age and social class. However, even participants who drink organic Champagne do not pay attention to the organic label when buying Champagne. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572772 How do Fans perceive Innovation in the Sport Consumption Experience ? / Luca DE CIANCIO / 2022
Titre : How do Fans perceive Innovation in the Sport Consumption Experience ? Type de document : Mémoire Auteurs : Luca DE CIANCIO, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
SPORT ; INTELLIGENCE ARTIFICIELLE ; TECHNOLOGIE ; CLIENTRésumé : Recently, there have been countless news reports mentioning the Blockchain, the Metaverse and Artificial Intelligence. On the one hand, the aim is to highlight their disruptive potential. On the other hand, the news is focused on the potential chaos towards which these technologies could lead us. The importance of perception is immediately understandable. If these technological innovations are so fascinating, it is because they open a whole range of new opportunities that could change our traditional way of doing things. One of these is the way we support our favorite athletes and teams at a sporting event.Indeed, through the many use cases of these technologies, the promise is made to spectators that they will no longer watch a match but that they will live it. Therefore, the more time passes, the more they are invited to make the leap into this new world with plenty of possibilities. This article aims to identify the current perception of fans on these new technologies through a quantitative study. The study reveals that there is no specific typology of fans that would necessarily be interested in an innovation regarding the spectator experience. Moreover, the study points out that perception is a matter of influence but that there is no link between the external influence of partnerships, with clubs or players, and an increase in interest for an innovative product for a fan typology. Indeed, perception is mainly subjective and only individual personalized content could positively change a perception towards a technology. Finally, the study reveals that there is a link between age and willingness to try new technologies or even the perception of ease of use. That’s why marketers need to keep this factor in mind when segmenting and targeting potential consumers. Educating consumers will be key to consumer adoption. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572745 How does ALO yoga’s partnership withbusinesses & social influencerssuccessfullyreach its consumers? / Sarah HARRIS / 2022
Titre : How does ALO yoga’s partnership withbusinesses & social influencerssuccessfullyreach its consumers? Type de document : Mémoire Auteurs : Sarah HARRIS, Auteur Année de publication : 2022 Importance : 29 p. Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management
CLIENT ; INFLUENCEUR ; PARTENARIATRésumé : The purpose of this dissertation is to break down ALO yoga’s digital marketing strategy inorder to identify which elements are defining factors to reach consumers. Three elementsare influencing their success. Their high focus on yoga differentiates them from the rest ofthe industry. The diversity representation positively influences the consumers behavior. Andfinally, the high engagement permits ALO yoga to sustain and enrich its community.In addition, we will explore other ways for the brand to optimize and expend its strategy.2REP Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566058 How does the digital revolution transform the insurance sector and impact the customer experience? / Ines TRABELSI / 2022
Titre : How does the digital revolution transform the insurance sector and impact the customer experience? Type de document : Mémoire Auteurs : Ines TRABELSI, Auteur Année de publication : 2022 Importance : 25 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 la page. Langues : Anglais (eng) Mots-clés : Management
ASSURANCE ; CLIENT ; TECHNOLOGIERésumé : The emergence and growth of outsourcing services in insurance creates a highly competitive market conditions which have a critical impact on consumer behavior. In that context, it is very important for insurance companies to better understand their customer’s attitude toward technology to monitor in a better way the customer experience they offer. (Table 2) If they succeed in understanding that, they will be able to influence their customers’ behavior which will give them a highly competitive advantage. In order to respond to our different hypotheses and to probe the perceptions and experiences of the insured, we will conduct a quantitative survey among customers. The goal of the survey is to evaluate attitudes, perceptions, and behaviors of consumer of the insurance market and to analyze what are their current way of consumption and how they perceive the arrival of Insurtechs on the market. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572773 How phygital strategies can transform the customer experience into a purchase in the luxury sector? / Léa NOËL / 2022
Titre : How phygital strategies can transform the customer experience into a purchase in the luxury sector? Type de document : Mémoire Auteurs : Léa NOËL, Auteur Année de publication : 2022 Importance : 32 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 la page. Langues : Anglais (eng) Mots-clés : Management
ACHAT ; ENSEIGNE ; MARKETING EXPERIENTIEL ; VENTE ; VENTE A DISTANCE ; WEBMARKETINGRésumé : We are currently living in a digital era, where everything can be done thanks to an Internet connection. This also applies to purchase, people can order food, clothes and even luxury goods with fingertips, anywhere and at any time. Thus, it may represent a challenge for luxury brands as the compatibility between luxury and digital is not obvious, due to completely different features. The covid-19 pandemic reinforces the changes in the purchasing behavior and, even for luxury goods, ordering online became a norm. This paper is based on the academic research which focused on the new way of purchasing related to digital. However, a qualitative approach completes this study by giving insights on what luxury consumers think about this specific industry and about the addition of digital means in the physical store. The aim is to see what phygital strategy should be implemented in luxury stores in order to trigger the purchase. Currently, many consumers are looking for experiences to live through a brand, especially in luxury which a sector strongly linked to the dream. This paper can be useful for luxury brands in order to know if digital tools have an impact on the desire to buy a product and thus define the right phygital strategy to transform the customer experience into a purchase. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564584 How to deal with the impacts of Artificial Intelligence’s using, in B2B adaptive sales prospecting activity, on salespeople? / Anthony LAVOINE / 2022PermalinkInfluence of Neuromarketing on the Consumer's Buying Process / Federico Perez MONTENEGRO / 2022PermalinkLess is more: To what extent does minimalist packaging attract consumers? / Ophélie FRANCOIS / 2022PermalinkRetailing second-hand luxury goods: Logical continuation or change of paradigm? / Jeanne FORLIVESI / 2022PermalinkSocial Media Marketing and its impacts to the Banking and Financial Services sector / Elodie RENAUDIN DIT BAILLIET / 2022PermalinkThe association between digital hyper-personalization and the confidentiality of customer data: a future challenge for companies, but not without danger for consumers. / AKAABOUN JIBRIL / 2022PermalinkPermalinkThe Grab-and-Go experience: Understanding the impact of fully automated checkout systems on user satisfaction in retail / Angélina TORRES RUIZ / 2022PermalinkThe Grab-and-Go-Experience: Understanding the impact of Fully Automated Checkout Systems on User Satisfaction in Retail / Sindhu PRASANNA / 2022PermalinkThe impact of customer CSR expectations on companies'supply strategy / Capucine PERRIN / 2022Permalink
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