Mots-clés
Management > ETUDE DE MARCHE > CONSOMMATEUR > COMPORTEMENT DU CONSOMMATEUR
COMPORTEMENT DU CONSOMMATEURSynonyme(s)Habitude de consommation ;Comportement d'achat Avis consommateurVoir aussi |
Documents disponibles dans cette catégorie (1191)
![](./images/expand_all.gif)
![](./images/collapse_all.gif)
![Tris disponibles](./images/orderby_az.gif)
Etendre la recherche sur niveau(x) vers le haut et vers le bas
How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? / Pauline BOSSON / 2022
Titre : How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? Type de document : Mémoire Auteurs : Pauline BOSSON, Auteur Année de publication : 2022 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
COMPORTEMENT DU CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING SENSORIELRésumé : The world is going digital, and brands need to adapt and to find solutions to market, position and sell their products online to the new generations that are more and more connected. Sensorial marketing is one of the most powerful tools of the shopping experience in stores but how to transpose it to marketing digital? Is phygital the future? My research tries to answer these questions across the spectrum of the perfume industry. After doing the literature review of marketing, sensorial marketing, digital marketing and phygital I will analyse the perceptions of perfume consumers of online shopping experience and make them live a sensorial experiment to find out if they are receptive to this technique and what the reasons are for this in order to provide study elements for professionals in this sector. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564561
Titre : How to implement Memetic Power in Luxury Fashion Communication Strategies? Type de document : Mémoire Auteurs : Marco SALCINI, Auteur Année de publication : 2022 Importance : 33 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
COMMUNICATION ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; POLITIQUE DE COMMUNICATION ; STRATEGIERésumé : Proximity to the consumer and high involvement towards the brand in luxury fashion have traditionally meant low luxury value of the brand (Park et al., 2018), confirming the conceptual link to the traditional attributes of distance and scarcity at the very basis of the notion of luxury (Kapferer and Bastien, 2009).
In 2019, however, Laura Sherman for Business of Fashion, in “Traditional PR Doesn’t Work Anymore. Here’s What Does” stated that traditional ways to communicate are no longer effective. After several interviews with Luxury Fashion communication professionals, she asserted that brands were supposed to be friendlier, more relatable, and closer to the consumers and to give the buyers an actual reason to talk about them. Among the thriving brands, she mentioned Simon Porte Jacquemus, and defined his eponymous brand as a “perfect meme fodder”. Sherman’s article also confirms existing literature on the fact that traditional celebrity placement doesn’t work either. Indeed, celebrity marketing might be effective to raise awareness (Campbell and Farrell, 2020) for low and medium involvement products (Khan and Chapa, 2021), therefore not luxury fashion, but macro, micro and even nano-influencers - those with less than 10,000 followers as per Campbell and Farrell (2020) - who are closer to the public and to whom the average users mirror themselves, result more believable, as they are more authentic and relatable (Khan and Chapa, 2021; Campbell and Farrell, 2020). On this note, memes can be considered a very popular tool for Generation Z to market luxury fashion brands, especially on platforms such as TikTok (Edelmann, 2020), due to their ability to convey direct, authentic messaging (Shifman, 2018) to a sharply targeted community and for their ability to go viral (Zanette et al., 2019). Nonetheless, until today, there are no contributions in scientific literature investigating the possible applications of memes in luxury fashion communication. Hence, in this dissertation, I would like to contribute to the conversation, and inspire other academics to further investigate this topic.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564587
Titre : L’impact des influenceuses/eurs sur le choix des consommateurs. Type de document : Mémoire Auteurs : Ulrich LEPAGE, Auteur Année de publication : 2022 Importance : 65 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Français (fre) Mots-clés : Management
INFLUENCEUR ; MARQUE ; CONSOMMATEURRésumé : De nos jours, les entreprises sont toutes ou presque sur les réseaux sociaux et ont vu émergés des leaders d’opinions sur ces plateformes, les influenceurs. Ce mémoire s'intéressera à l’impact des influenceurs sur le choix des consommateurs et de comment utiliser ces influenceurs dans le but de favoriser l’acte d’achat des consommateurs.Nous nous focaliserons principalement sur trois axes d'influence : l’augmentation du chiffre d’affaires accroitre la notoriété et améliorer l’image de marque. Nous verrons que même si tous les influenceurs ne sont pas parfaits, ils aident grandement à l’augmentation du chiffre d’affaires via différents types de collaborations comme les placements de produits ou bien la co?création.Nous verrons, que contrairement à ce que nous pensions, accroitre une notoriété n’est pas une mince affaire via les influenceurs. Enfin, nous verrons que les micros-influenceurs, proche et honnête avec leur communauté sont les mieux placés pour améliorer l’image de marque Programme : Tema Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566734 Impact of a non-alcohol claim on a bottle on the way people intend to purchase it : the example of gin / Joséphine KLINGER / 2022
Titre : Impact of a non-alcohol claim on a bottle on the way people intend to purchase it : the example of gin Type de document : Mémoire Auteurs : Joséphine KLINGER, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; ETIQUETAGE ; SANTE ; SCIENCE DU COMPORTEMENT ; SPIRITUEUX SECTEURRésumé : Taking into account the recent growth of the NoLow alcohol trend, this paper proposes an analysis of the impact on the purchase intention of claiming non-alcohol on a bottle that contains a beverage that is usually alcoholic, such as wine, beer and spirit. Focusing on the example of gin, a quantitative study was conducted in France in order to analyze if claiming non-alcoholic characteristics on a bottle change the way people intend to purchase it. No significant results were obtained for this effect, but the analysis highlights the impact of health consciousness of the consumer because relations appear to exist between non-alcoholic claim and health consciousness and between health consciousness and purchase intention of a non-alcoholic bottle of gin. The role of the health consciousness mediator indicates to the various brands of wines, beers, and spirits that it is something on which they can efficiently possibly rely on to market their non-alcoholic products. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564592
Titre : Is the strategy of Social CRM still a choice for companies? Type de document : Mémoire Auteurs : Yasmine LAHRICHI, Auteur Année de publication : 2022 Importance : 31 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
COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIEL ; INTERNETRésumé : Imagine that you work in a coffee shop as a bartender, a customer enters through the door, how should I react? Should I wait for him to give me his order or should I ask him what he needs? After serving him, should I remember what product he took so that I can make it easier for him the next time he visits and anticipate his purchase, or should I let him discover more of our product? The end goal behind all these questions is to try to make the customer experience as pleasant as possible to encourage him to return. This whole thought process was made easier thanks to CRM. This tool, and a practice at the same time, allows to better understand and manage the customer relationship. Indeed, different definitions have been given to CRM: “CRM is understood as a strategy that places the customer at the heart of the company's processes, activities and culture” (Howlett and Rodgers, 2002; Thieriez, 2002), or “CRM as the set of processes and technologies that support the planning, execution and management-coordination of interactions with the customer through different channels” (Wilson, Daniel and Mc Donald, 2001; Hobby, 1999)." Common to all, the customer remains at the heart of this strategy.
In the meantime, the term has clearly evolved and adapted to the changes of the environment and the context in order to keep up with customer expectations. With the rise of technology and social networks, we have seen the emergence of E-CRM and S-CRM. They are born to accompany the constant change in consumer behavior and desires. Today, the use of web 2.0 and especially social networks has a lot of impact on consumer’s purchasing decision. Thus, many companies have decided to be present on different digital channels and adopt a customer relationship strategy via these channels to follow this change and anticipate customer needs.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572761 PermalinkA study ofthe effect of information consistency on consumers' purchase intention in the context of omnichannel marketing / Ting WANG / 2022
PermalinkSustainable fashion : between consumer behavior and purchase decision-making, the understanding and identification of sustainability in fast and premium fashion / Anaëlle GEOFFRIN / 2022
PermalinkPermalinkPermalinkPermalinkTo what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022
PermalinkTo what extend does the deposit system influence consumers in the luxury cosmetic sector ? / Clémence DUPREZ / 2022
PermalinkPermalinkWhat are the challenges of sensorial marketing to face the rise of e-commerce? / Amandine GABORIAU / 2022
PermalinkWhat impact has the health crisis had and does it have on the eating behavior of French consumers? / Claire LE GUILLARD / 2022
PermalinkWhat is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022
PermalinkAppreciating cidre, is it only a matter of taste? A qualitative analysis on cidre perception among French millennials / Mary-Lou JORANDON / 2021
PermalinkPermalinkPermalinkArt and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021
PermalinkPermalinkBetter Real than Ideal : How Beauty and the Lack of Diversity Impact the Representation of Women in Advertising / Juliette LURAND / 2021
PermalinkPermalinkCas en management des achats: enoncés et corrigés / Gwenaëlle ORUEZABALA / EMS EDITIONS, MANAGEMENT & SOCIÉTÉ (2021)
PermalinkPermalinkPermalinkConsumer reaction to FMCG rebranding How FMCG brand renew their brand to fit the Internet trend? / Tingyu HSU / 2021
PermalinkPermalinkDo recommendation systems only reflect consumer preferences or do they shape them? / Alexandre CONSTANT / 2021
PermalinkDoes the sense of sight confer to the consumer the emotions linked to a festive consumption of Champagne? / Isabelle COURTOIS / 2021
PermalinkPermalinkEffects of integrating Mobile Augmented Reality on the perceived brand experience and brand attitude. The case of the furniture industry. / Héléna DIJON / 2021
PermalinkPermalinkA l’ère du digital, sur un marché où la concurrence est rude et abondante, quelles sont les stratégies marketing digitales utilisées par les Pure Players et comment parviennent-ils à fidéliser leur clientèle ? / Anaëlle PILARD / 2021
PermalinkFrench Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? / Eléonore BUTTIN / 2021
PermalinkPermalinkHow could a company take advantage from the interaction adolescent-parent in the purchase decision making for school supplies ? / Agathe VISSAC / 2021
PermalinkHow Covid-19 influenced the shift in marketing strategies of the luxury residential real estate sector: Case of India. / Rena VORA / 2021
PermalinkHow did spirits brands impact cocktail consumption and culture through brand ambassadors? / Bastien MICHAUD / 2021
PermalinkPermalinkPermalinkPermalinkHow does the relationship between travel influencers and their followers, through social media, influence consumer behavior on current societal issue? / Clémence CHAMBEYRON / 2021
PermalinkHow the rise of startups have shaken up the codes of the food industry and how are we going back to a more traditional way of consumption? / Mathilde LEGAUT / 2021
PermalinkHow to adapt the experiential offer of hypermarkets in order to counteract the decline in their frequentation? / Louis MAGNIANT / 2021
PermalinkHow to build a music social ecology, based on user participation and emotional marketing / Shumin HOU / 2021
PermalinkPermalinkPermalinkL’impact des emballages écoresponsables sur le comportement du consommateur. / Kablan Marc-Olivier DANOMAH / 2021
Permalink
![rss](https://cataloguelibrary.neoma-bs.fr/images/rss.png)
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
-
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26
-