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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 Relationship between Patriotic Consumption and In-Group Bias / Alexia PERU / 2023
Titre : The Relationship between Patriotic Consumption and In-Group Bias : Exploring the Effects of National Identity on Consumer Behavior Type de document : Mémoire Auteurs : Alexia PERU, Auteur Année de publication : 2023 Importance : 27 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
NATION ; COMPORTEMENT DU CONSOMMATEUR ; GESTION DE LA QUALITERésumé : This article examines the impact of a sense of national identity on consumption behavior, focusing on the propensity to pay for patriotic products and the perception of their quality. The results reveal a positive relationship between the feeling of national identity and
the willingness to pay a higher price to support products reflecting individuals' culture and country of origin. In addition, people with a strong sense of national identity tend to perceive patriotic products as being of higher quality. However, it should be noted that these findings are based on a limited sample size and a specific context, requiring further study for a better generalization of the results. These insights provide interesting implications for marketing practitioners and corporate decision-makers, helping them to understand how national identity can influence consumer preferences and choices.Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581717 To what extent does the use of black and white in communication can positively impact the consumer behavior ? / Madeleine VEREECKE / 2023
Titre : To what extent does the use of black and white in communication can positively impact the consumer behavior ? Type de document : Mémoire Auteurs : Madeleine VEREECKE, Auteur Année de publication : 2023 Importance : 30 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 ; MARKETING STRATEGIQUERésumé : The research project is first studied from the perspective of research previously established with the literature review explores key concepts related to the use of color and black and white in advertising.
It highlights the positive impact of color ads on consumers, stressing that color can influence their decision-making and elicit positive emotions. On the other hand, it examines the impact of black and
white advertising, noting that it can be used to create differentiation and influence consumer memory. The literature review also offers theories on the use of black and white to promote products by establishing a psychological distance.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581940 To what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? / Emma RIO / 2023
Titre : To what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? Type de document : Mémoire Auteurs : Emma RIO, Auteur Année de publication : 2023 Importance : 30p. 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 ; MARKETING ACHAT ; GAMME DE PRODUITSRésumé : This paper contributes to the few existing research about the relevance of gendered marketing, when the binary male-female segmentation appears increasingly obsolete in favour of a beter representation of different gender identities. The research question addressed in this study is the extent to which gendered marketing of brands through their products remains significant in influencing consumer behavior in this new context of gender definition. A quantitative study was conducted to explore the role of gender in consumption, the impact of gendered marketing on purchasing decisions, and the evolving atitudes towards traditional gender norms. The aim was to verify: if gender no longer plays a role in consumption, if consumers are more likely to buy products that are marketed in a way that meets their gender expectations, and if gender criteria remain relevant under certain conditions during consumption. Statistical analysis has shown that gender continues to be an important factor influencing consumer behavior in consumption, particularly as consumption allows consumers to express their gender identity thanks to products meeting their gender expectatioons. Paradoxically,though, the preponderance of this factor is becoming less dominant, which reflects a change in consumer atitudes. In this sense, brands should also, as part of their strategy, offer products that address the trend towards neutrality, to accommodate the spectrum of gender identities. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581981 To what extent will the introduction of the metaverse in the cosmetics industry change consumer habits ? / Margot ROBIC / 2023
Titre : To what extent will the introduction of the metaverse in the cosmetics industry change consumer habits ? Type de document : Mémoire Auteurs : Margot ROBIC, Auteur Année de publication : 2023 Importance : 21 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 ; JEUNERésumé : The COVID-19 pandemic has sparked real interest in the metaverse as a virtual substitute for interpersonal communication when people are physically separated, which has accelerated the development of this technology. These virtual worlds offer unlimited possibilities for businesses and are becoming a real playground to meet the increasing personalization demands of cosmetic consumers. They are being used to sell their goods and services through immersive brand experiences
or online events. Consumers are engaging more with companies because they feel closer to them. This paper comes as a second step, as the literature search was conducted in a previous paper and highlighted a lack of study of consumer perception towards virtual experiences. The objective of this
final proposal is to understand the real impact of the introduction of the metaverse on consumer behavior in the cosmetics industry. Different axes will be taken to understand: the specific expectations of cosmetic consumers; the perception of consumers for brands implanted in virtual
universes and the influence these have on the purchase decision; the personalization of the metaverse experience and the impact of these immersive experiences on consumer behavior towards brands.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581938 What are the factors influencing consumers’ preference for peer-to-peer and brands platforms when engaging in online second-hand consumption ? / Romane RIGAUD / 2023
Titre : What are the factors influencing consumers’ preference for peer-to-peer and brands platforms when engaging in online second-hand consumption ? Type de document : Mémoire Auteurs : Romane RIGAUD, Auteur Année de publication : 2023 Importance : 38p. 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 ; COMPORTEMENT DU CONSOMMATEUR ; INFORMATION DU CONSOMMATEURRésumé : Second-hand consumption has grown considerably in recent years, especially thanks to the emergence of online platforms whether it is peer-to-peer (P2P) or brands platforms. Indeed, consumption of pre-owned products seems to be an interesting solution both for economical but also environmental reasons. However, it should be noted that P2P platforms have existed for a long time compared to brands platforms which have developed much more recently. We can therefore consider these two types of platforms as indirect competitors and this competition calls for a need for managers of both platforms to know more about consumers’ motives to turn towards one or the other option. Through a qualitative study, this paper analyses what motives drive consumers towards either P2P or brands platforms. It appears that, so far, second-hand online consumers don’t know much about brands platforms which raises an issue of lack of awareness and communication around this new concept but they would be tempted to use it mainly for security and safety reasons especially when it comes to articles from premium or luxury brands. Indeed, P2P platforms are considered more risky to use because of the possibility of being scammed by other users. However, P2P platforms appear to be widely known and use among French second-hand online consumers and they are chosen because they offer attractive prices especially thanks to a possibility to negotiate and much more choicecompared to brands platforms. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581980 What future for cinema in theatres in France ? / Anna DOUMEIZEL / 2023PermalinkWhat is the influence of PET packaging on the purchase intention and perception of red wines among French millennials? / Manon VOIRIN / 2023PermalinkBiometric technologies in smart devices : an user experience and brand trust model / Maria Camila SILVA GUAJARDO / 2022PermalinkLa concurrence / Emmanuel COMBE / PUF (2022)PermalinkDoes the evolution of marketing reveal a growing alienation of the consumer? / Yacine GHARNATI / 2022PermalinkGender, sexism and feminism in alcoholic beverages marketing / Ines GUILLET / 2022PermalinkHow are digitalization and the rise of ecological awareness changing consumer buying behavior for books ? / Camille RAMOS / 2022PermalinkHow can companies influence customer’s behaviors and their consumption through social media? / Lucie COFFINET / 2022PermalinkHow can Marketing and the notion of identity improve the way we consume for the benefit of our well-being? / Kennie TOUSSAINTE / 2022PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022Permalink
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