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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 Change of the Brand identity in the cosmetics sector: impact on consumer's perception / Alexia WASSMER / 2021
Titre : The Change of the Brand identity in the cosmetics sector: impact on consumer's perception Type de document : Mémoire Auteurs : Alexia WASSMER, Auteur Année de publication : 2021 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 ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING STRATEGIQUERésumé : Change, and especially change in marketing efforts is critical for company survival in an ever-changing competitive environment. By examining Decléor brand, this study aims to identify the reasons for, but also to understand the implementation and impacts of a major change in brand identity.
The research objectives are the following:
1. To explore existing studies to understand how modifying the brand identity can influence the customer’s perception of the brand and how the change of visual identity can affect the top of mind associations.
2. Discuss with different individuals to get their views on the brands. Understand how their perception evolves when changing elements of the graphic chart.
3. Determine through these interviews the impact of change in packaging and communication. Draw conclusion about the element that impacts the most customer’s top of mind association and brand image.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538657 The consumers’ perception and attitudes towards brands using real women in digital campaigns / Laurine BRANDSTAETTER / 2021
Titre : The consumers’ perception and attitudes towards brands using real women in digital campaigns Type de document : Mémoire Auteurs : Laurine BRANDSTAETTER, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; WEBMARKETING ; FEMMERésumé : Recent feminist movements urge brands to rethink their marketing, especially their marketing for women. They must adapt all their communication strategy to answer to the new social issue: promoting a real image of women. As many studies have shown, advertising influences directly the perception of women’s body. For years, marketers have used perfect bodies to promote their brands thus creating complexes and eating disorders among women. To answer to the recent movements, new advertising campaigns have been settled down especially on digital support. Their main goal is to promote a better women’s image. I ran a study to understand how consumers and principally women welcome these new campaigns. I wanted to discover in depth their feelings and attitudes after being exposed to such ads. The results show us that featuring real women on digital campaigns significantly increases the brand’s awareness. Women are more likely to pay attention to an ad which stages women of the real life. Moreover, theses campaigns improve a lot the brand’s image. However, the impact on their attitudes and their purchase decision is less. Women are more product focus than brand focus, so even if the marketing strategy changes, they will stay loyal to products and not to a brand. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538273 The growing importance of experiential luxury: How are consumers perceiving and consuming experiential luxury compared to possession? / Jeanne CLAVIERES / 2021
Titre : The growing importance of experiential luxury: How are consumers perceiving and consuming experiential luxury compared to possession? Type de document : Mémoire Auteurs : Jeanne CLAVIERES, Auteur Année de publication : 2021 Importance : 52 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
SOCIETE DE CONSOMMATION ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIELRésumé : From the Antiquity to our modern societies, luxury always had a central place in social relationship, power and status. In ancient time, the concept of owning and possess something expensive and unique became more and more interesting for wealthy consumer s. Little by little, with the evolution of the concept and the different periods of time, luxury became incrementally attractive to gain a certain status in society and differentiate themselves from other casts or groups of individuals. It remained true at the time of Louis XIV with his court, the more you were owning luxury products and properties, the higher you were in the society. Nowadays, with new technologies and the plethora of offers made by luxury brands, luxury begins to democratize. Possession of luxurious products was, at that time, the ultimate goal but in our modern society, possession is becoming less important to let the stage to experiential.This study shows that people are furthermore interested by experiences that for them (88% are positive about experiences) will procure a greater satisfaction and exclusivity (BCG and Althagamma, 2020)2.These statistics indicate that there is a real desire and infatuation around experiences.We can ask ourselves with the growing importance of experiential, how consumers are perceiving, and consuming experiential luxury compared to possession? Is there really a transition between the two types of consumption? Which would be the factors to this shift? Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539130
Titre : The impact of digital tools on customer experience in retail stores Type de document : Mémoire Auteurs : Inès FOUZARI, Auteur Année de publication : 2021 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
COMMERCE DE DETAIL ; COMMERCE ELECTRONIQUE ; CONSOMMATEUR ; MARKETING EXPERIENTIEL ; MARKETING STRATEGIQUERésumé : E-commerce has changed the way retailers sell goods to customers. The growth of digital tools makes the purchasing journey easier, faster and more convenient. Yet, retailers have adapted their strategy to respond to the growing demand for fast and easy delivery on products through the e-commerce, but how have they changed their strategy in their physical retail stores? How can they attract customers again in retail stores? What could be the value that retail stores can bring to customers? Today retailers let the possibility for their customers to use digital tools such as self-checkout, digital kiosks, augmented reality to ease their purchasing journey. This research paper aims to show us the impact of digital tools on customer experiences in retail stores. The literature review will help us understand digital tools in themselves, how they are implemented, the changes in business model retailers have to make if they want to deliver value to customers. Moreover, this literature review shows us that indeed, when used the right way, digital tools enhance customer experience and satisfaction in retail stores. Then, the paper will help us understand customers opinions on their own experiences using digital tools in retail stores. This will either confirm or refute our findings in the literature review. For this research paper, we have decided to choose a qualitative method through phone interviews where we gather respondents’ insights about them when they used digital tools. The interview was composed of 14 questions, 11 dedicated to their experience with digital tools and more general questions about what they think of the implementation of such tools in physical stores and three more demographic questions. The interviews lasted from 15 to 20 minutes for the 8 respondents who willingly participated in this research. After analyzing the answers of our respondents, we could confirm what was said in the literature review. Digital tools enhance positively customer experience in retail stores. There is a necessity for retailers to implement digital tools in physical retail stores to remain competitive by changing the overall business model, even if it does not work for all retailers, especially small, local ones. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538130
Titre : The impact of gendered marketing on consumer purchase behavior Type de document : Mémoire Auteurs : Lucille SIEDEL, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; HOMME ; FEMMERésumé : This paper aims at understanding what influences consumers’ decision to purchase gendered products rather than gender-neutral one, or conversely what makes other consumers prefer gender-neutral products. A Qualtrics survey has been made and 187 valid responses were recorded. The questionnaire proposed to the respondents to choose between three different bottles of Calvin Klein perfume. The fragrance was the same for each version; the only difference between the three versions was the packaging. Actually, the choice had to be made between an existing non- gendered perfume called CK All, and two other bottles that have been declined from the original androgynous version: a more feminine one with pink color, and a more masculine one with black color. Two correlation analyses have been made to measure the link between respondents’ opinion on gender-neutral marketing and, on the one hand, the Bem sex roles including femininity and masculinity, and on the other hand, the level of importance given to physical appearance. Then an ANOVA analysis and a crosstabulation have been used to see the correlation between the opinion on gender-neutral marketing and the choice between the three perfume bottles. The main analyses show that there is a negative correlation between masculinity and the opinion on gender-neutral marketing, and that there seem to be an influence of this opinion on the choice between the three designs of CK All packaging. To sum up, respondents with a high level of masculinity according to Bem sex roles will less agree to gender-neutral marketing and will thus more likely choose a gendered packaging (the masculine one) rather than a unisex one. This is not the case for femininity which does not impact the position on gender- neutral marketing. Highly feminine people are open to purchase the gender-neutral bottle of perfume, and also the gendered ones, including the one designed for males. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538272 The impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans / Louise SPILLEMAECKER / 2021
PermalinkThe impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector / Léa SARDAIN / 2021
PermalinkThe impact of the e-commerce in consummer behaviour. How does e-commerce impact the purchasing decisions of luxury consumers? / Charlotte MARTINELLI / 2021
PermalinkPermalinkThe influence of origin mentions on terroir products packaging: the example of camembert / Agathe BRETON / 2021
PermalinkThe Luxury Fashion in the Digital Era: The Impacts of the Influencers and Celebrities Integration on Consumer Behavior in Cross-cultural Context / Wittaya BURAPEE / 2021
PermalinkPermalinkTo what extent do consumers trust food products from local short circuits? / Camille PRULIERE / 2021
PermalinkTo what extent do different elements referring to "made in France" on packaging influence consumer perception of a product and purchase intention? / Alix VANOVERBERGHE / 2021
PermalinkTo what extent do social media affect the consumption of food supplements and health behaviour of their consumers? / Romain SANTANDER / 2021
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