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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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HOW DOES IDENTITY-BASED CONSUMER BEHAVIOR ON CHINESE GENERATION Y MOLD THE LUXURY BRAND’S DOUYIN MARKETING STRATEGY? / Jinyi XIONG / 2020
Titre : HOW DOES IDENTITY-BASED CONSUMER BEHAVIOR ON CHINESE GENERATION Y MOLD THE LUXURY BRAND’S DOUYIN MARKETING STRATEGY? Type de document : Mémoire Auteurs : Jinyi XIONG, Auteur Année de publication : 2020 Importance : 61 p. Langues : Anglais (eng) Mots-clés : Management
CHINE ; COMPORTEMENT ; CONSOMMATEUR ; RESEAURésumé : Identity-based consumer behavior has been one of the important factors for individuals while consuming luxury products, and nowadays the generation Y turns to be the biggest spender in this market. And social media has been widely used by the generation Y. As we can find lots of research talking about how identity-based consumer behavior influences social media marketing strategy, but there is an absence of analysis regarding the identity-based consumer behavior on generation Y, especially in the Chinese market. Also, as we can see the young generation uses social media, especially Douyin a lot nowadays, it would be interesting to analyze the subject of identity-based consumer behavior then adapt the social media strategy. The main purpose of the study is to examine the impact of identity-based consumer behavior on generation Y in China towards the Douyin marketing strategy of luxury brands based on an extended model that integrates the constructs of different identity types, social identity, self-identity. The results will indicate that the hypotheses associated with the relationships between social identity and other independents variables determinants (e.g., attitude, intention to purchase luxury fashion) and between self-identity and determinants as well. The conclusions drawn from the hypotheses will then be utilized to develop possible marketing strategies.
This study is the first that integrates identity-based consumer behavior with Chinese generation Y to explain how luxury brands should develop their Douyin marketing strategies. The findings can help marketers to develop effective social media, especially Douyin marketing strategies in order to stay competitive.Programme : MSc Supply Chain Management Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534350 How does netflix influence users' consumption: A qualitative understanding of binge-watching habits on a streaming platform / Sarah HYMBERT / 2020
Titre : How does netflix influence users' consumption: A qualitative understanding of binge-watching habits on a streaming platform Type de document : Mémoire Auteurs : Sarah HYMBERT, Auteur Année de publication : 2020 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
ANALYSE QUALITATIVE ; COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATEUR
Entreprise
NETFLIXRésumé : Technologies change our habits and consumption in many domains. For example, Netflix and binge-watching topics have been under researchers’ investigation due to the excessiveness of the phenomenon. Some called it: ‘the Netflix effect’ (McDonald & Smith-Rowsey,2016). However, the link between the platform and consumer tendencies has never been dig in. This research will discover:
How does Netflix influence users’ consumption?
Through this research paper, an in-depth analysis is conducted over data collected from face- to-face interviews and an observation on each interviewee’s Netflix home page. The results show that for many Netflix is seemed as a guarantee of quality for series. Their originals are the reference in nowadays mainstreamed series. In contrast, Netflix neglects the older generation and the films section. The 50-65 years old group is not the targeted audience. The content and communication are not destined to them. So, they are slowly adapting to this new media. It can be helped by improving the quality of their films.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531024 How does the sense of belonging to an online community influence the purchasing intention of counterfeit product? / Margaux STEFANSKI / 2020
Titre : How does the sense of belonging to an online community influence the purchasing intention of counterfeit product? Type de document : Mémoire Auteurs : Margaux STEFANSKI, Auteur Année de publication : 2020 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
CONTREFACON ; PRODUIT DE LUXE ; RESEAU SOCIAL ; COMPORTEMENT DU CONSOMMATEURRésumé : Purpose/Research question: The rise of online community has mainly contributed to the growing phenomenon of counterfeiting purchase online. There communities have different format: forum, social networks, website only dedicated for counterfeiting purchase. These mediums are a way for consumer to find information and exchange their experience through word of mouth. The purpose of this study is to investigate how does the sense of belonging to these online community influence the purchase intention of counterfeit product.
Methodology: This study is based on qualitative method through in-depth interviews of 10 respondents. The interviews were conducted with eight women and two men who had already bought luxury counterfeit or at least luxury item.
Findings: The study highlighted that when an individual belong to an online community dedicated to counterfeit product, it tends to positively influence its purchasing intention of knockoff. Some respondents in the study who were quite opposed to counterfeiting at the beginning ended up by buying because of WOM in the community. However, this group effect influence seems to work for a short period since most of the respondent were not ready to buy again counterfeit.Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529798
Titre : How does Yuka mobile application influence consumer behaviours? Type de document : Mémoire Auteurs : Julie DECLUNDER, Auteur Année de publication : 2020 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 ; CONSOMMATION ; ACHATRésumé : Purpose: The aim of this paper is to determine the impacts of the Yuka mobile application on the consumers ‘behaviours: Does it affect the purchase intention, the brand preference, the brand trust and the brand loyalty?
Research question: How does Yuka mobile application influence consumer behaviours?
Hypotheses:
- Yuka has a positive influence on purchase intention of healthier food product
- Yuka has a positive influence on brand preference of healthier food products
- Utilization of Yuka increases consumer’s trust in healthier food products
- Yuka has a positive influence on brand loyalty of healthier food productsProgramme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529823 How to adapt marketing strategy in slow consumption trend in the beauty sector in large retail / Agathe BUSSET / 2020
Titre : How to adapt marketing strategy in slow consumption trend in the beauty sector in large retail Type de document : Mémoire Auteurs : Agathe BUSSET, Auteur Année de publication : 2020 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
BEAUTE ; COMPORTEMENT DU CONSOMMATEUR ; GRANDE DISTRIBUTION SECTEUR ; MARKETING STRATEGIQUERésumé : Working in a beauty industry, we face the issue of slow consumption in our daily lives, especially on one of our biggest brands: Diadermine, a leading brand in the skin care market. The brand is losing market shares because of this new trend of "consume better" we had to adapt and propose an offer more in line with the market trend in order to survive and regain market share. By combining my daily working life with the "Slow Consumption" trend in large retail, I found it interesting to deepen this trend and combine it with my job in order to learn from it to establish more relevant recommendations for beauty industrials.
I have combined several sources in order to have a global vision of the situation and to be able to cross-reference the data in order to get the best learnings. My research was based on a literature review on the evolution of retail and its ability to adapt, recent examples of companies in transition and testing new models, tests and challenges that my company is facing. By using the IRI panel, I took an overview of the market and its evolutions, with the KANTAR panel, I highlighted consumer trends. I conducted qualitative interviews that confirmed the consumer trends highlighted through my research.Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529103 PermalinkHow willingness to purchase can be trigger by product origin ? A collective psychological ownership approach / Theo JARRIGE / 2020
PermalinkPermalinkImpact de la connaissance des pratiques des entreprises en matière d’utilisation des données personnelles sur les habitudes de navigation des internautes / Karine RANIRIHARINOSY / 2020
PermalinkPermalinkIn a sensitive environmental and social context, what are the actual and possible changes in consumer behaviour regarding ethical fashion purchasing? / Solène DUCIEL / 2020
PermalinkIn a sensitive environmental and social context, what are the realized and possible evolutions of consumer behavior in terms of ethical fashion? / Marion CARNOIS / 2020
PermalinkPermalinkPermalinkLocation and purchase conditions: investigate the consumer’s proneness to buy counterfeit luxury products / Yanelle BENYOUNES / 2020
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