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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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Titre : The Neuro-Consumer : Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain Type de document : e-book Auteurs : Anne-Sophie BAYLE-TOURTOULOU ; Michel BADOC Editeur : TAYLOR & FRANCIS Année de publication : 2020 Importance : 333 p. ISBN/ISSN/EAN : 978-1-00-005548-1 Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING DIRECT ; SCIENCE DU COMPORTEMENTRésumé : Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations; the influence of social media and communities on consumers' decisions - when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area. Nombre d'accès : 1 En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=509044 To what extent French millennials' wine consumption habits differ from previous generations / Marine BUTTIENS / 2020
Titre : To what extent French millennials' wine consumption habits differ from previous generations Type de document : Mémoire Auteurs : Marine BUTTIENS, 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
BIEN DE GRANDE CONSOMMATION ; COMPORTEMENT DU CONSOMMATEUR ; JEUNE ; VIN SECTEURRésumé : Since 1950, France is experiencing a steady, and apparently irreversible decrease in wine consumption. While the image of a deep wine drinking culture still prevails in France, social, political and economic forces have shaped French wine consumption habits. Drastic changes can be observed regarding what individuals consume, why, how, when and in which company. Therefore, this research paper focus on the youngest wine consumers generation, and aims to understand to what extent French millennials’ wine consumption habits differ from previous generations. The observations are based on results of previous academic studies.
A generational rupture has been observed between millennials and previous generations in terms of wine consumption. Millennials consume less wine than their forefathers. While older generations used to consume wine more regularly, millennials tend to consume it occasionally, for special occasions. They are introducing a new wine consumption habit: the aperitif. They acknowledge wine is embedded in the French culture, and similarly to the previous generations, wine consumption plays a social role. However, millennials have far less wine knowledge than any other generation, and tend to be intimidated by the complexity of the offer.
Therefore it is necessary to listen to millennials expectations and educate them to the wine universe, in order not to erode the wine production culture in France.Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529115 Virtual Reality in the treatment of mental disorders: barriers and opportunities. / Jean-François GILLET / 2020
Titre : Virtual Reality in the treatment of mental disorders: barriers and opportunities. Type de document : Mémoire Auteurs : Jean-François GILLET, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATEUR ; MEDECINE ; SANTE ; TECHNOLOGIERésumé : The purpose of this seminar paper is to understand the existing use of Virtual Reality inside the mental health field, why it is not more common nowadays, and if possible, how barriers to its generalization could be overcome. Through our research we assessed that such a technology represents a huge opportunity because it is easy to use, as effective as classic treatment and more attractive for the patient. Moreover, it can even make people treat their phobia when they would never have done it with only classic therapy. The study we led aims to understand precisely the remaining barrier of VR introduction and to verify the validity of the solution found after exploring the literature. It gave us many important results that need more studies to be confirmed, and finally led us to ask ourselves if the best possible implementation of VR does not lie in its fusion with telemedicine, which needs another study to be assessed with credibility and certainty. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531019 What are Instagram influencers’ attributes that convince customers to consume healthy? / Yasmine EL BOURY / 2020
Titre : What are Instagram influencers’ attributes that convince customers to consume healthy? Type de document : Mémoire Auteurs : Yasmine EL BOURY, 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
COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATION ; RESEAU SOCIALRésumé : The Internet will never cease to fascinate us, as it is our common construction, us, citizens of the world. By posting our information, it has become, today, the richest place for consulting information. We show, on a daily basis, who we are and what we represent or what we want people to think of us. With the advent of the Internet, social media have become increasingly important in everyday life, especially in the lives of teenagers. In fact, nearly 90% of teens use social networks according to Duggan & Smith (2013). Gone are the days when consumers bought a product just because they had in the mind the musical jingle they heard on TV. In over a decade, the emergence and proliferation of social networks has had a significant impact on our society.Studying this subject as part of my seminar paper is a way of understanding my own behavior and my surrounding’s. We’ve come in an era where health and wellness become a determining point in our lives. Many people, either they are in their teenage years, early adulthood, middle adulthood or old age, are on social media and can experience the influence of other human beings on several different subjects in life, including healthy consumption. Here, my concern is to determine what exactly is impacting our behavior when we are in contact with social media influencers and the question I’m asking myself today is: What are Instagram influencers’ attributes that convince customers to consume healthy?
Through this study, I will manage to explain the importance of the shift our society experienced, crossing the path of digitalization and therefore, how influencers took part in our daily lives, impacting our decisions and way of thinking. Then, the focus will be on the phenomenon of healthy consumption, determining if it only represents a trend to people or if it also is a clear purpose to improve their eating habits for a better quality of life. My next goal would be to deepen the reflection around the impact of influencers on people’s behaviors, all the attributes that contribute to this change of attitude and without forgetting to underline the importance influencers have for companies that are looking to promote and boost their products or their name. Finally, I will link both major factors of this paper: social media influencers and healthy consumption.Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529154 What is the impact of design on buyer decision-making process for board games in France ? / Anouk GIRARD-DAGNAS / 2020
Titre : What is the impact of design on buyer decision-making process for board games in France ? Type de document : Mémoire Auteurs : Anouk GIRARD-DAGNAS, Auteur Année de publication : 2020 Importance : 28 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
CULTURE ; CONSOMMATEUR ; DECISIONRésumé : Monopoly, Risk or Uno, these are the names most people have in mind when board games are mentionned. Games they discovered as child, liked more or less, and considere now as quite outdated. Nevertheless, “modern board games” are way more than that, and game offer nowadays is a lot broader than the classic games of our childhood. Simultaneously cultural object, intellectual activity and simple product, board games is a quite particular product. Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529831 Why do some customers buy counterfeit luxury goods exclusively when travelling? / Arthur GUILLEMOT / 2020
PermalinkAre there significant differences in consumer experience between different retail chains offering the same technology? / Chloé LECLAIRE / 2019
PermalinkPermalinkCan changes in cognitive load of consumers moderate the impact of the asymmetrically dominated Decoy Effect on their purchase evaluation and choice ? / Héloïse POULET / 2019
PermalinkComment pouvons-nous atteindre l'agilité à travers le modèle de la chaîne d'approvisionnement de la mode rapide ? / Deirdre CONWAY / 2019
PermalinkLa connaissance des consommateurs peut-elle affecter l’existence des controverses liées au secteur de la Fast-Fashion ? / Melisa SERRANO BARRANCA / 2019
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