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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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Luxury brands caught between scarcity and massification: how can luxury brands recreate value for their customers through Artketing? / Victoria STEINHART / 2021
Titre : Luxury brands caught between scarcity and massification: how can luxury brands recreate value for their customers through Artketing? Type de document : Mémoire Auteurs : Victoria STEINHART, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; INNOVATION ; MARKETING OPERATIONNEL ; INDUSTRIE DU LUXE SECTEURRésumé : Nowadays, with the globalization and the rise of digitalization, the luxury industry is facing an identity crisis and needs to respond to issues that have never been raised before. These emerging challenges which will be further explored during this dissertation put a lot of pressure on luxury brands and require them to come up with innovative strategies in order to maintain their symbolic power,recreate differentiation and thus, gain a sustainable competitive advantage.One of the strategies that has been pushed to the forefront by luxury houses is called “Artketing” which is a contraction of “Art” and “Marketing”. Even though this strategy could be applied by different types of brands, the luxury sector is the one that best succeeds at making this strategy appear natural and coherent due to its close proximity to the values and craftmanship conveyed by art. Art foundations represent the highest level of Artketing as they require a deeper level of engagement and huge investments. However, we can still wonder if Artketing is really efficient in order to recreate value from a consumer perspective. Do they really perceive an added value behind the association of art and luxury? Does it affect the perception they have of luxury brands? Does it influence their final purchase decision? Finally, is this relationship coherent and understandable for consumers? Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539133
Titre : Marketing Management Type de document : e-book Auteurs : Philip KOTLER ; Kevin Lane KELLER Mention d'édition : 16th ed. Editeur : Harlow : PEARSON EDUCATION LIMITED Année de publication : 2021 Importance : 833 p. ISBN/ISSN/EAN : 978-1-292-40510-0 Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COMPORTEMENT DU CONSOMMATEUR ; CREATION DE VALEUR ; MARKETING STRATEGIQUE ; MARQUE ; PROMOTION DES VENTES ; RELATIONS PUBLIQUESRésumé : Forundergraduate and graduate courses in marketing management. The gold standard for today's marketing management studentThe world of marketing is changing every day - and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in its breadth,depth, and relevance, the 16th Edition features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them. Nombre d'accès : 5 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=554387 Microtransactions in the video game industry the impact of microtransactions on customer’s behavior in the video game industry / Peter MICOLLET / 2021
Titre : Microtransactions in the video game industry the impact of microtransactions on customer’s behavior in the video game industry Type de document : Mémoire Auteurs : Peter MICOLLET, 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 ; INFORMATIQUE ; VIDEOTEXRésumé : This study aims to discover some effects linked to the presence of microtransactions in video games and especially how players perceive these microtransactions according to their purchase behaviors in the video game industry. In order to lead this study, a quantitative research answered by 283 persons has been studied in order to find relationships between some purchase patterns among players, their relationships with microtransactions and especially the perception of players on microtransactions and their possible actions taken about this business model. With the findings we discovered that the presence of microtransactions inside video games leads to negative reactions either from purchasers and non-purchasers and affects negatively the brand image of publishers while players who purchase microtransactions are globally satisfied by their purchases. If some playing behaviors influence the purchase of microtransactions, however, this feature has a bad perception among players. Literature on the subject investigated especially on the problematic linked to loot boxes (random chests purchasable giving rewards) which may be referred as gambling, or the regulation linked to these practices, and some effects happening in the industry and to players. However, I thought that the previous researches were too focused on one particular type of microtransaction and didn’t explore clearly how the different types of players react and are tied to them. This study might help companies in this industry to have a better understanding on the perception that players have on microtransaction and how they can improve their relationships with players to improve their brand image and their retention of players. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538536 A new customer-centric retail approach designed to meet consumer expectations and habits / Margaux GENDRY / 2021
Titre : A new customer-centric retail approach designed to meet consumer expectations and habits Type de document : Mémoire Auteurs : Margaux GENDRY, Auteur Année de publication : 2021 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
AGRICULTURE BIOLOGIQUE ; COMPORTEMENT DU CONSOMMATEUR ; RESPONSABILITE SOCIALE DE L'ENTREPRISERésumé : In today's society, companies are looking for a customer centric approach and this term has become commonplace among marketers. A paradigm shift has taken place in the food industry. Consumers are now looking for more than just a product, they are looking for added value in their purchasing act. Companies are therefore trying to establish the needs and desires of their customers to simply sell better. They try to understand what the new expectations of consumers are, what they are looking for, how they have changed their eating habits... In addition, a change in mentality towards social and environmental issues and a health crisis have created new consumers' food buying behavior. A qualitative study was therefore conducted to try to identify the new expectations and habits of French consumers. First of all, this study highlighted new considerations in the product selection process. In addition to the classic criteria of the marketing mix, such as price and promotion, the composition and origin of the product are decisive now. Health safety is also one of the new consumer expectations, mainly influenced by the pandemic. The study also showed that the French have become accustomed to e-commerce but do not reject the traditional model of physical commerce. A new customer experience and a better integration of the different distribution channels are however expected. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538674 Online grocery shopping : understand customers' expectations to improve the online shopping experience / Noémie VALLEE / 2021
Titre : Online grocery shopping : understand customers' expectations to improve the online shopping experience Type de document : Mémoire Auteurs : Noémie VALLEE, Auteur Année de publication : 2021 Importance : 25 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
MARKETING EXPERIENTIEL ; CONSOMMATEUR ; VENTE A DISTANCERésumé : The online channel is taking an increasingly important place in the habits of the French. Faced with the increase of meals at home and more frequent food shopping, boosted by the Covid-19 crisis, the online channel emerges as the big winner in the French retail sector. This paper proposes to understand customer’s expectations regarding online grocery shopping, to improve the online shopping experience.
A quantitative study was conducted to research the relationship between customer’s expectations and online shopping experience, in order to determine means to improve customer’s loyalty, satisfaction and purchase intention in online grocery stores. The online questionnaire was structured with closed questions about customer’s expectations and attitudes towards online shopping experience components.
The statistical analysis showed a significant impact of customer’s expectations on the perception of the online shopping experience. Several components of the online shopping experience, such as e-merchandising, marketing and promotions, were analyzed to determine concrete expectations of online consumers.
These results lead to the conclusion that consumer’s expectations are to gain time, have a wide choice of products and a pleasant experience in online stores. To improve the online shopping experience, retailers and brands have several levers at their disposal, such as marketing, e-merchandising, or product offering. These disposals clearly have an impact on consumer’s intent to buy, satisfaction and loyalty.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538495 Les perceptions consommateurs de la réduction d’emballages en pâtisserie industrielle / Auriane SZÜCS / 2021
PermalinkPre-owned; Luxury brand's new addition. Could the 2nd hand industry revive in store luxury retail experiences in fashion capitals (Paris & London) ? / HABRE CHLOÉ / 2021
PermalinkPermalinkRecommended for you: what is the impact of personalization in e-retail on customer experience? / Cindy CHICHEPORTICH / 2021
PermalinkLes robots et l’intelligence artificielle dans le secteur de l’hôtellerie / Laurie-Anne ELOISE / 2021
PermalinkLe rôle de l’âge et du genre dans les choix de parcours d’achat omnicanaux pour les produits de prêt à porter / Hugo DÉLÉAZ / 2021
PermalinkRTL 102.5 is going to launch a new multiplatform format on news: developing the strategy and product definition to be appealing for the young generation. / Elena COZZA / 2021
PermalinkPermalinkSlow fashion : mythe ou réalité ? La mode durable est-elle la solution d’avenir dans un monde où les exigences environnementales deviennent urgences ? / Alexia SARDIN / 2021
PermalinkSustainability in Luxury : consumer perception in the era of COVID -19. How did the COVID-19 crisis changes the luxury consumer attitude regarding sustainable concerns? / Chloé MARTIN / 2021
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