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Impact of green marketing on household products consumers in France / Elsa NONROY / 2021
Titre : Impact of green marketing on household products consumers in France Type de document : Mémoire Auteurs : Elsa NONROY, Auteur Année de publication : 2021 Importance : 36 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 ; MARKETING ENVIRONNEMENTALRésumé : The term "sustainable development" was first defined in 1987 by the Report of the United Nations Commission on the Environment as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs". Formalized in 1992 at the Earth Summit in Rio, this concept is based on three dimensions: People (social equity), Planet (environmental protection) and Profit (wealth creation). It is this second pillar that will interest us in this dissertation because a large part of our resources is disappearing. In 1972, the Club of Rome published the book Limits to Growth, which explains that industrialization would result in an exponential increase in resource consumption and environmental degradation. The authors predicted that our society would reach the limits of the planet and collapse within the next 100 years.
When it was published, this study shocked and pushed the different actors of society to question themselves and to change their thinking about the functioning of the industrial society based on profit and economic growth in order to move towards a more responsible society.
This worrying study leads us to ask ourselves what role companies that produce and sell household products play in preserving the environment; and how French consumers react to this effort.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538640 De l’interêt de bâtir sa stratégie sur la fidélité client Etat des lieux et nécessité d’évolution des programmes de fidélité de la grande distribution / Charles GAUCHER / 2021
Titre : De l’interêt de bâtir sa stratégie sur la fidélité client Etat des lieux et nécessité d’évolution des programmes de fidélité de la grande distribution Type de document : Mémoire Auteurs : Charles GAUCHER, Auteur Année de publication : 2021 Importance : 94 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 : Français (fre) Mots-clés : Management
CLIENT ; CONSOMMATEURRésumé : Ce mémoire a pour objectif de répondre à la problématique : Pourquoi bâtir sa stratégie sur la fidélité client et Comment les programmes de fidélité doivent se réinventer afin de conserver les adeptes actuels et engager les nouveaux consommateurs ? Pour répondre à celle-ci, nous avons procédé à une enquête quantitative auprès d’un échantillon d’une centaine d’individus afin d’obtenir les raisons de la non-satisfaction des consommateurs sur les programmes actuels. Nous savons au préalable de la rédaction de ce mémoire que les programmes de fidélité actuels souffrent d’un très faible taux d’engagement ce qui démontre un problème profond dans la réponse des attentes clients. Or, cette réponse étant vitale pour toutes entrepris souhaitant pérenniser, nous devons trouver les raisons pour lesquels les clients ne sont pas satisfait. Notre questionnaire nous permettra également de savoir quelles sont ces attentes afin que l’on puisse y répondre par une évolution de ces programmes.
Voici les principaux résultats finaux de notre travail :
- Il faut moderniser et lancer des programmes uniques et propres à chaque enseigne afin de corriger l’image actuelle qui est que les programmes de fidélité actuels sont considérés comme trop vieux et trop identiques entre chaque enseigne
- Il faut se focaliser sur la nouvelle génération qui est la moins engagés et fidèle notamment en développant des programmes davantage adaptés à chaque typologie de consommateurs ce qui n’est pas le cas actuellement.
- Pour finir, il faut utiliser sans retenue les nouvelles technologies afin de répondre à une demande toujours plus individualisée et plus expérientielle des consommateurs.Programme : MSc Business Development & Clients Grands Comptes Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539235 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 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 Pre-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
Titre : Pre-owned; Luxury brand's new addition. Could the 2nd hand industry revive in store luxury retail experiences in fashion capitals (Paris & London) ? Type de document : Mémoire Auteurs : HABRE CHLOÉ, Auteur Année de publication : 2021 Importance : 29 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
INDUSTRIE DU LUXE SECTEUR ; MARQUE ; CONSOMMATEURRésumé : This thesis is dedicated to understanding how could the second-hand industry revive in-store luxury retail experiences in fashion capitals? This thesis will also cover how luxury brands adapt to the consumers' needs, changes in behavior, and habits of purchase. This includes how stores will offer a new and dynamic experiences to revive in-store traffic through the second-hand industry. Today the center of attention of every business is its client. Sellers' focus must be on what the client wants and needs.
This business model is the brand’s new strategy to survive in the market. Customers seek to live an immersive and unique experience while shopping. The luxury industry is adapting to this new way of client experience by offering innovative services and displays which appeal to their needs.The world is becoming more sustainable and conscious. We are noticing that clients want to be educated on brands, the industry and care about transparency. We are also witnessing a rise in the second-hand industry especially through online channels. Where can we define the line between the second-hand industry and luxury retail experiences? How will luxury goods stores manage and deal with this new customer behavior? What are the new concepts and services that brands will offer to attract clients and revive in -store experiences? Therefore, the objectives of the research are to define the line between the second-hand industry and luxury retail experiences? How will they revive in-store customer experiences? And who are today’s luxury consumers?Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538844 Recommended for you: what is the impact of personalization in e-retail on customer experience? / Cindy CHICHEPORTICH / 2021PermalinkLes robots et l’intelligence artificielle dans le secteur de l’hôtellerie / Laurie-Anne ELOISE / 2021PermalinkLe rôle de l’âge et du genre dans les choix de parcours d’achat omnicanaux pour les produits de prêt à porter / Hugo DÉLÉAZ / 2021PermalinkSustainability 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 / 2021PermalinkThe impact of digital tools on customer experience in retail stores / Inès FOUZARI / 2021PermalinkThe 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 / 2021PermalinkThe impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector / Léa SARDAIN / 2021PermalinkTo what extent do consumers trust food products from local short circuits? / Camille PRULIERE / 2021PermalinkTo what extent do social media affect the consumption of food supplements and health behaviour of their consumers? / Romain SANTANDER / 2021PermalinkWhat are the impacts of rebranding on consumer perceptions and attitudes in the food industry, in France ? / Alexia PEROUELLE / 2021Permalink
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