| Titre : |
Study of the relation between sustainable packaging of Champagne houses and consumer purchasing behaviour. |
| Type de document : |
Mémoire |
| Auteurs : |
Viviane OCULI, Auteur |
| Année de publication : |
2023 |
| Importance : |
27p. |
| 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 ; EMBALLAGE ; PRODUIT DE LUXE
|
| Résumé : |
For luxury brands, packaging is not only a container, but it represents the identity of the brand. Packaging is an integral part of the brand image. The wine and spirits sector and in particular champagne is no exception. On a bottle of champagne, whether it is the bottle, the labels or the boxes, each element has its importance. Each element has required a lot of thought and marketing research, especially in the great Champagne houses such as Moët & Chandon, Ruinart, Pommery or even Champagne Nicolas Feuillatte to name but a few. Each element has its importance even for the small winemakers, like Champagne Damien-Buffet or Champagne Christian Cougnet to name but a few, who are considered as making less efforts on the packaging.Luxury is synonymous with excess. On the other hand, today, in the 21st century, no one can ignore the situation of our planet and the ecological emergency we are all facing. We are therefore witnessing an emergence of ecological awareness within the population. International and regional organizations are asking countries, citizens and companiesto make efforts. Taking into account the excessiveness of luxury brands, it seemed paradoxical that luxury brands start to make actions in favour of the environment. To everyone's surprise, we see initiatives and efforts being made in the luxury sector in general and more specifically in the wine and spirits sector and the world of champagne. We have seen champagne houses propose eco-responsible boxes and some champagne houses like Ruinart and Perrier-Jouët have inked these values in their marketing strategy.This paper studies this phenomenon and seeks to know and understand consumers, their perceptions, expectations and preferences. It is important to study consumers because, being the target, they are at the centre of the reflection of a company, a brand and each marketing department. In view of the current context, the champagne houses that have not yet done so are wondering if they should continue to sell cardboard boxes or if this type of packaging no longer has a future. Any goodmarketer knows that before making a major decision that will impact the perception of his product, it is important to conduct consumer research in order to understand which types of consumers he will be able to reach with this change. Marketers need to know if this attraction for eco-responsible alternatives is reflected in their preferences and purchases or if it is not yet sufficiently anchored in the customs, knowing that champagne is a luxury product and that therefore some consumers still have difficulty associating luxury and ecology. This would allow them to know if this change is just a plus or if it will really bring something to the brand's offer that will attract new consumers. They wonder if offering eco-responsible packaging is now a necessity, if it is a good return on investment. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
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