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Management > ETUDE DE MARCHE > CONSOMMATEUR > COMPORTEMENT DU CONSOMMATEUR
COMPORTEMENT DU CONSOMMATEURSynonyme(s)Habitude de consommation ;Comportement d'achat Avis consommateurVoir aussi |
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A study of how social networks have impacted athletes' brand endorsement strategies / Hugo SENGER / 2023
Titre : A study of how social networks have impacted athletes' brand endorsement strategies Type de document : Mémoire Auteurs : Hugo SENGER, Auteur Année de publication : 2023 Importance : 36p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; CHANGEMENT SOCIAL ; SPORTRésumé : The goal of every company in every field is to make a profit and achieve economies of scale, it means produce more with less cost. Social networks have become a major element in the strategies of companies today. Indeed, they have a considerable impact on people's lives: People spend more and more time on social networks, which makes them an ideal place for companies to reach their target audience. In addition, social networks offer opportunities for precise targeting of advertisements and marketing campaigns, allowing companies to reach their audience with more relevance and efficiency. On the other hand, we have athletes who, thanks to social networks, have a considerable reach. Indeed, professional athletes have a massive and dedicated fan base, which follows their career and daily life with passion. Companies can use this huge reach by sponsoring athletes and involving them in their marketing campaigns. This strategy can help companies reach a wider and more diverse audience, while strengthening their brand image with their fans. This is known as an endorsement strategy.Social networks also allow real-time interaction with customers. This is why companies use them and can interact directly with their customers on these platforms, by responding to their comments, sharing their content, organizing competitions, etc. This real-time interaction can help companies to improve their brand image. This real-time interaction can help companies strengthen their relationship with their audience, while improving their brand image and online reputation. Finally, athletes bring credibility to the brand, it means that they are often associated with qualities such as excellence, determination and perseverance. By sponsoring athletes, companies can benefit from this credibility and associate their brand with these positive qualities. In summary, companies today are using social networks and athletes more to promote their products because of their huge impact on people's lives, their huge reach, their ability to allow real-time interaction with customers and to bring credibility to the brand. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581984 A study of the impact of endorsement in the cosmetic industry on women’s behavior and self-perception / Tiphaine BILLARD / 2023
Titre : A study of the impact of endorsement in the cosmetic industry on women’s behavior and self-perception Type de document : Mémoire Auteurs : Tiphaine BILLARD, Auteur Année de publication : 2023 Importance : 41p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; BEAUTE ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEURRésumé : Celebrity endorsement, namely the use of famous ambassadors to promote a brand or a product is considered as one of the most known marketing tools in the cosmetics industry. It is a prolific and winning strategy to reinforce the brand identity, widespread the brand message and ease the recall process. Several factors must be taken into account to be sure to choose the right celebrity. Nevertheless, some brands choose to put the spotlight on anonymous people as endorsers on cosmetic ads for example. Women are facing strong beauty standards today and those cosmetic endorsers may be one mean to convey these stereotypes. Thus, the main objective of this study is to explore the relationship between cosmetic endorsers and beauty stereotypes, to find out if and to what extend it impacts on women’sbehavior and self-perception whereas positively or negatively. To find out this impact on women, a qualitative study has been done with nine female individuals of all ages. It appeared that women’s behavior and self-perception are strongly affected by cosmetic products endorsement. Indeed, the ambassador correspond mostly to the unreachable standards of beauty expected in our society. It highlights also how difficult it is to go against well-established complexes as well as the fact that the younger women are, the more likely they are to develop complexes after watching a cosmetic advertising. This study also analyses the impact of famous and anonymous endorsers on the audience, how it changes or not their behavior and self-esteem. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581947 Studying the impact of consumer electronics-related User-Generated Content (UGC) on YouTube on Consumer Purchase Behavior / Arjun SURI / 2023
Titre : Studying the impact of consumer electronics-related User-Generated Content (UGC) on YouTube on Consumer Purchase Behavior Type de document : Mémoire Auteurs : Arjun SURI, Auteur Année de publication : 2023 Importance : 35p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; CONSOMMATEUR ; INTERNETRésumé : With the rapid development of social media in the last decade, consumers are able to share their purchases and user experiences online with other users and interreact with them (Henning-Thurau, Gwinner, Walsh, & Gremler, 2004). The information that consumers generate and share on social media is called User-Generated Content (UGC). Research about the significance and impact of user?generated content (UGC) has increased; however, research about UGC on YouTube and how it influences consumers’ future purchase behaviors is scarce. This study is aimed to research the impact of UGC on YouTube, specifically focusing on consumer-electronic (technology) attitudes towards the product and eventually impacting consumer purchase behavior. Responses were collected by means of an online questionnaire. In total 123 responses were collected from the survey, but they were reduced to 66, as people who did not correctly respond to the qualifying questions could not complete the survey and were removed from the list. To derive the results from the data collected and to interpret the results, a statistical software called Statistical Package for the Social Sciences (SPSS 27) was used. Several tests such as reliability tests, Pearson Correlation test, and a Regression Analysis were performed. The results showed that the variables considered have positive correlations helping me to conclude that UGC on YouTube relating to consumer electronics has an impact on consumer purchase behavior and my hypothesis and research question are accepted. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581956
Titre : The effectiveness of loyalty programmes in the retail sector in France Type de document : Mémoire Auteurs : Martin BADI, Auteur Année de publication : 2023 Importance : 34 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 ; CONSOMMATEUR ; EFFICACITERésumé : We have observed for several years a real increase in loyalty cards and benefits for the best customers, yet there is huge competition between the different supermarkets with high volatility and changing
preferences or desires. It is therefore a huge challenge for large retailers to maintain and retain the same clientele, which is
why I decided to focus on loyalty programs in the retail sector in France. It is for me a subject of challenge that I find complete, worthy of research, but above all, that interests me and that, I think, will help me professionally and personally in the future. This topic is properly included in my professional career since I start, in July 2023, a Category Manager internship at Kellogg’s France.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581914
Titre : The impact of Gamification on Customer Loyalty : For what reasons can customers drop out of gamified platforms and stop being loyal to a brand? Type de document : Mémoire Auteurs : Amandine COQUARD-MOLINARI, Auteur Année de publication : 2023 Importance : 43 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
CONFIANCE ; COMPORTEMENT DU CONSOMMATEUR ; COMMERCE ELECTRONIQUERésumé : The purpose of this research paper is to study the impact gamification has on customer loyalty. Customer loyalty is key to any business, as it costs less than acquiring new customers and guarantees future profits. However, it becomes harder to retain existing customers in the online world. It is really interesting to study it in relation to gamification which has gained popularity over the last decade, and particularly since Covid-19 as brands have been trying to survive in an online environment.
Studies have proved that gamification can increase customer loyalty through customer engagement. However, these studies have some limitations and did not identify to what extent this relationship is true, as some respondents were still dropping out, and no research has studied the
phenomenon yet. Hence, this research paper explores under what circumstances people can drop off gamified platforms and have lower customer loyalty because of gamification. The objectives of this study are to identify whether gamification can lower customer loyalty and what the most common reasons why customers drop out of the gamified platforms and potentially stop being loyal to the brand are. We also aim to explore the different reasons for this reaction so asto have a deeper understanding of consumer behaviour. A qualitative study based on sixteen semi-structured one-to-one interviews has been conducted, each one of them lasting at least 45 minutes. The interviewees were aged between 20 and 61 years old, with a majority between 20 and 30 years old, representing the most common users of gamified apps. They come from different backgrounds in order to vary opinions with age, country, occupation, and level of study.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581931 PermalinkTo what extent does the use of black and white in communication can positively impact the consumer behavior ? / Madeleine VEREECKE / 2023
PermalinkTo what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? / Emma RIO / 2023
PermalinkTo what extent will the introduction of the metaverse in the cosmetics industry change consumer habits ? / Margot ROBIC / 2023
PermalinkWhat are the factors influencing consumers’ preference for peer-to-peer and brands platforms when engaging in online second-hand consumption ? / Romane RIGAUD / 2023
PermalinkPermalinkWhat is the influence of PET packaging on the purchase intention and perception of red wines among French millennials? / Manon VOIRIN / 2023
PermalinkBiometric technologies in smart devices : an user experience and brand trust model / Maria Camila SILVA GUAJARDO / 2022
PermalinkPermalinkDoes the evolution of marketing reveal a growing alienation of the consumer? / Yacine GHARNATI / 2022
PermalinkPermalinkHow are digitalization and the rise of ecological awareness changing consumer buying behavior for books ? / Camille RAMOS / 2022
PermalinkHow can companies influence customer’s behaviors and their consumption through social media? / Lucie COFFINET / 2022
PermalinkHow can Marketing and the notion of identity improve the way we consume for the benefit of our well-being? / Kennie TOUSSAINTE / 2022
PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022
PermalinkHOW DIGITAL CONSUMERS COUNTER THE THREAT TO THEIR PRIVACY AND SECURITY POSED BY BIG DATA / Gabriel NUNO / 2022
PermalinkHow do music streaming platforms use Data Analytics to shape musical taste of consumers? / Inés KOLLI / 2022
PermalinkHow do retail digitalization and the COVID-19 crisis impact the consumer experience in the beauty sector ? The impact of retail digitalization and covid-19 crisis on consumer experience / Emma BREANT / 2022
PermalinkHow streaming platform's feature are impacting the music listenning habits of the generation Z ? / Romain POUYES / 2022
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