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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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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 The impact of the e-commerce in consummer behaviour. How does e-commerce impact the purchasing decisions of luxury consumers? / Charlotte MARTINELLI / 2021
Titre : The impact of the e-commerce in consummer behaviour. How does e-commerce impact the purchasing decisions of luxury consumers? Type de document : Mémoire Auteurs : Charlotte MARTINELLI, Auteur Année de publication : 2021 Importance : 61 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 ; DISTRIBUTION ; EMOTION ; MEDIARésumé : The advent of e-commerce is felt in all sectors and types of industry. However, its impact and repercussions are different in the luxury sector. Indeed, when we compare the definition and characteristics of e-commerce with those of luxury, a paradox emerges. How can we combine a platform that is accessible to everyone at any time of the day with products that advocate rarity, exclusivity and preciousness? This is the starting point of the analysis of the thesis, which will show us how luxury has already integrated e-commerce into its sales, what are the benefits and harms, how customers react to these online purchases, what are the repercussions on the mentalities of customers and in parallel on the sales of the houses, what roles are also played by networks and social media that are also linked to e-commerce, what do they bring to luxury and in return what do they deteriorate within the houses, how are they accepted by the different generations of luxury customers, what are the challenges of the luxury houses to overcome these obstacles and satisfy the entire clientele while preserving its DNA, its heritage and its values which make its success and its reputation.
Our thesis question which is “How does e-commerce impact the purchasing decisions of luxury consumers?” will help us answer all these questions that are the resultof the evolution of our generation, with the explosion of online sales, with the constant creation of new platforms on the web. Indeed, by 2025, forecasts estimate that 25% of the market value of luxury home businesses will be made via the internet (Altagamma, 2018). Thanks to a qualitative analysis conducted through 13 interviews, we came to the conclusion that e-commerce has become indispensable for luxury houses (current health situation requires), but that its use is not unanimous among the different categories of consumers (traditional customers VS Millennials). Their wishes, habits and mentalities are ambivalent, which leads luxury brands to rethink the online
customer experience, to optimize the omni channel, to ensure the homogeneity of their platform so that customers find the DNA of the brand wherever they are and identify with it.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538843
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 influence of origin mentions on terroir products packaging: the example of camembert / Agathe BRETON / 2021
Titre : The influence of origin mentions on terroir products packaging: the example of camembert Type de document : Mémoire Auteurs : Agathe BRETON, Auteur Année de publication : 2021 Importance : 24 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 ; CONTROLE QUALITE ; EMBALLAGE ; FROMAGE SECTEURRésumé : Origin mention on product packaging can lead to different perceptions of a product. This paper proposes an analysis of the perceptions and purchase intentions for a specific cheese: the camembert.A quantitative study was conducted to research the possible link between an origin mention and consumers’ perception of camembert.The study used three similar camembert packaging with different origin mentions: one with a traditional origin, one with an alternative origin, and one with no origin. Participants were asked several questions about their product perception and purchase intention regarding each of the three packagings.The statistical analysis showed no significant results regarding the influence of the origin mention in general, but it showed that mentioning the traditional origin has a positive impact. On the contrary, mentioning another origin, that is less linked with the tradition will attenuate the effect. Some moderators have also been tested, and it showed that knowledge about the product leads to a preference for the AOC. The results lead to the conclusion that consumers prefer the camembert de Normandie and that it is linked to the origin mention. However, mentioning the origin not always has a positive effect. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538577 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
PermalinkPermalinkTo what extent do consumers trust food products from local short circuits? / Camille PRULIERE / 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 do social media affect the consumption of food supplements and health behaviour of their consumers? / Romain SANTANDER / 2021
PermalinkTo what extent is gender sensitive to green marketing in the personal care products market? / Léa VACHERON / 2021
PermalinkUse of blockchain technology in Indian agriculture supply chain for traceability of cultivation practices in India and its impact on consumer behavior / Praveen DODDA / 2021
PermalinkWhat are the factors that influence the behaviour of consumers towards “best” private label brands of consumer products? / Elise DELORD / 2021
PermalinkWhat are the impacts of rebranding on consumer perceptions and attitudes in the food industry, in France ? / Alexia PEROUELLE / 2021
PermalinkWhat are the semiotics mechanisms used by champagne brands to incite consumer desire on instagram? / Julie CERVANTES / 2021
PermalinkWhat is the impact of emotional sports brands associations on consumer perception of sports brands? / Clément CHAMBON / 2021
PermalinkPermalinkPermalinkCan the new technologies help to dynamise the image of horse racing and attract new consumers / Anaïs IZAAC / 2020
PermalinkChampagne packaging and consumers’ perceptions: Bottle shape and its influence on taste / Maddy BENARD / 2020
PermalinkChanges in the purchasing function as part of the complexity of the supply chain / Oriane VANDECASTEELE / 2020
PermalinkComment les enseignes utilisent la musique pour agir au sein de leur communication marketing / Mathilde PREAU / 2020
PermalinkLE COMPORTEMENT D'ACHAT SUR LES BOUTIQUES DIGITALES DANS LE SECTEUR DU JEU VIDÉO / Yahnis BOUALLEG / 2020
PermalinkConjunction of sensory & digital marketing: What is the impact of senses stimulation on consumer’s emotion through e-commerce? / Manon KARPATI / 2020
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