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Influence of COVID-19 on consumer behavior in different spheres of luxury industries: / Sofiya SHIGAPOVA / 2022
Titre : Influence of COVID-19 on consumer behavior in different spheres of luxury industries: : how has customer behavior changed towards consumption of goods or services of the luxury segment during COVID-19? Type de document : Mémoire Auteurs : Sofiya SHIGAPOVA, Auteur Année de publication : 2022 Importance : 69 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
COMMERCE DE DETAIL ; COMMERCE ELECTRONIQUE ; MODERésumé : The purpose of this study is to find out whether the behavior of buyers has changed in relation to purchases of luxury goods/services during COVID-19 by investigating this issue from two sides: the
«customers» and the «sellers» side. To study the research topic more deeply, 10 in-depth interviews were conducted, with 5 respondents from the "buyers" side and 5 respondents from the «sellers» cohort.
Based on the results of these interviews, it was revealed that people's behavior towards luxury goods/services did not significantly change during the pandemic. That is, the frequency of purchases of luxury goods and services has remained. Most likely, this result was influenced by the fact that the sample of respondents was mainly (three respondents out of five) from the same city, with a population of 1.5 million people, that is, a relatively small city. This may be an insight that living in small towns has not changed significantly during the pandemic. As for the "sellers" side, it was revealed that the business providing luxury segment services, in particular the restaurant business and cosmetology, suffered the most during the pandemic, but after the lifting of restrictive measures, they felt a very high demand for their services, if we talk about a business that sells luxury goods, the situation there was much more stable. The research is based on the following question: how has customer behavior changed towards consumption of goods or services of the luxury segment during COVID-19?Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562063
Titre : Less is more: To what extent does minimalist packaging attract consumers? Type de document : Mémoire Auteurs : Ophélie FRANCOIS, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
ESTHETIQUE INDUSTRIELLE ; PRODUIT ; VENTE ; CLIENTRésumé : Apple's former Design Chief, Jony Ive, described his work in this way: "My work is all about simplicity". Simplicity, sophistication, and practicality are indeed the foundations of Apple, both in its design and in its use, making it the number one most valuable brand according to Forbes for a decade. In this way, Apple has given the minimalist design a new lease of life and raised consumer awareness about it (Huang, 2019). Indeed, for several years, minimalism has been increasingly present and facing a growing success among consumers. For example, 78% of Millenials prefer consumption that tends towards minimalism (Weinswig, 2016). Minimalism can be defined by a very simple phrase of the minimalist architect, Ludwig Mies Van der Rohe, which is: 'Less is more’. Minimalism thus focuses mostly on the different elements of design such as colors, shapes, lights, and raw materials (Jinglong, 2014) to gain value through simplicity. Thus, in the various markets, whether food, cosmetics, or household products, minimalist has become a real trend and is being reflected in the packaging, which is becoming increasingly minimalist. It is taking shape both in established brands such as Kellogg's which has redesigned its cereal packaging and in new brands such as Typology and Spring (Appendix 1). As the role of packaging has evolved from transporting and preserving from prehistoric times to the 19th century, to gradually taking on informative and marketing proportions such as seducing, selling, differentiating, communicating, and making money (Appendix 2), it has become an important issue for brands. Indeed, it represents a unique communication mode for them to convey the advantages of their product, their positioning and brand image, and even their commitments. Packaging acts like a "silent salesman" (Rod, 1990). It is through these attributes that consumers, in a few seconds, choose to buy such or such packaging. As a consequence, the packaging must be as impactful and attractive as possible. Therefore, this study aims to assess the impact and attractiveness of packaging on consumers, but not just any kind of packaging: minimalist packaging. We would like to know if it really adds value for consumers and attracts them, and if so, to what extent. This study will also be a way to see if minimalist packaging represents a real opportunity for brands to differentiate themselves and a threat to those who continue to market non-minimalist packaging. As a first step, we will study different literature reviews about packaging and minimalism, from which we will gather certain learnings to orient our study hypotheses which are: consumers are more likely to buy minimalist packaging than non-minimalist packaging (H1), minimalist packaging vehicles simplicity, authenticity, and quality (H2), minimalist packaging vehicles sustainability (H3), minimalist packaging vehicles sophistication and luxury (H4). Secondly, we will test these hypotheses by a quantitative approach which will help us to collect the data thanks to a Qualtrics questionnaire to analyze it in Excel. Finally, in the third part, we will discuss the managerial implications, the limits of this study, and the scope of future research Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572748
Titre : Resale is the new sale, the sneakers market case. Type de document : Mémoire Auteurs : Axel NDZIE NGONO Année de publication : 2022 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
MARCHE ; ETUDE DE MARCHE ; TECHNIQUE DE VENTERésumé : The aim of this study is to understand how sneaker consumption has evolved over time. The resale market in the sneaker industry is of great interest because it is a market that is becoming more and more profitable, which is why it is being studied very closely. Several articles calculate the economic impact, but few focus on the behavioral part of the buyer and the attitude of brands towards this phenomenon. To better understand this phenomenon, a qualitative study was also conducted: 9 people who regularly buy sneakers were interviewed. The result is that the resale market has been built around several factors such as limited-edition production by brands, the impact of digital, the increase in the number of people who buy sneakers only to resell them and finally the buyer who continues to buy regardless of the prices that are charged. Everything that was discussed in the literary review as well as in the qualitative study is analyzed, in addition to the limitations encountered in the construction of this essay and what could be added for future research. Programme : MSc International Sales Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=574488 Retailing second-hand luxury goods: Logical continuation or change of paradigm? / Jeanne FORLIVESI / 2022
Titre : Retailing second-hand luxury goods: Logical continuation or change of paradigm? Type de document : Mémoire Auteurs : Jeanne FORLIVESI, Auteur Année de publication : 2022 Importance : 35 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 la page. Langues : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; TECHNIQUE DE VENTE ; VENTERésumé : Since 2015, the personal luxury-goods second-hand market worldwide rose by 94% and was valued to 33 billion U.S. dollars in 2021. Growing four times faster than the luxury industry overall, it is expected to keep increasing steadily for the next coming years, to reach an estimated 47-billion-U.S. dollar market size by 2025 (Statista, 2022). Being still in its early stages, this market leaves plenty of room and opportunities for brands and retailers to act up, shape demand and stake their claim.
The concept of second-hand consumption begins in Europe in the eighteenth century. During the industrialization era, the thrifting practice is stigmatized as it is associated with a sign of poverty, and second-hand products are regarded as the discarded goods of others (Van Damme and Vermoesen, 2009). This opinion is very much reinforced by the mass production, influencing the perception of “new items” as valuable and desirable. Second-hand goods only regained their popularity in the 2000s, as it appeared as an alternative consumption channel and a counterpoint to conventional retailing. Nowadays, the expansion of second-hand luxury sales is nurtured by several converging factors, of which the increase of online sales and the development of online reselling platform such as Vestiaire Collective or Vinted, combined to a change in consumers preferences, and above all a rising concern of Generation-Z consumers for the environment and the notion of sustainability regarding luxury goods (Bianchi et al., 2020). If the COVID-19 crisis offered a wide time to reflect upon consumption practices and contributed to accelerate the trend, it was already well underway prior to the outbreak, and particularly due to social media and digitalization with their impressive power of influence and purchase driving. However, if research conducted so far focused primarily on the motives and meaning of second-hand luxury consumption, the link with retail was more seldomly discussed. In fact, Guiot & Roux (2010) studied how consumers’ motivations were related to distribution channels and the implications for retailers. Yet, those implications were deduced, and not actively asked to respondents, who might have had precise opinions on what they expected in terms on eventual gaps and improvements to be made by retailers and more globally by the luxury industry. Moreover, the aforesaid research has been published more than ten years ago, thus may require some actualization considering the latest changes of this past decade which fostered the emergence of second-hand luxury thrift stores and digital platforms, witnessed luxury brands increasingly looking toward second-hand offers, while heavily relying on digitalization and social media. That is why the link existing between consumers’ perceptions, motivations and shopping behaviors with what they expect for the future of second-hand luxury retail is yet to be deepen and will consists in the main object of interest of this study.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564581 The Grab-and-Go experience: Understanding the impact of fully automated checkout systems on user satisfaction in retail / Angélina TORRES RUIZ / 2022
Titre : The Grab-and-Go experience: Understanding the impact of fully automated checkout systems on user satisfaction in retail Type de document : Mémoire Auteurs : Angélina TORRES RUIZ, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
CLIENT ; GESTION DE LA QUALITE ; GRAND MAGASIN ; LIBRE SERVICERésumé : This work presents the history of grocery stores and the apparition of cashierless stores in our society. The technologies behind those stores are being discussed along with customer satisfaction on self-checkout systems in grocery stores. Then the perceived quality service factors impacting customer satisfaction are being discussed. Finally, eight propositions are being made according to literature and a conceptual framework is built to visualize the link between those factors. Programme : MSc Global Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=565318 The Grab-and-Go-Experience: Understanding the impact of Fully Automated Checkout Systems on User Satisfaction in Retail / Sindhu PRASANNA / 2022
PermalinkThe Grab-and-Go Experience: Understanding the Impact of Fully Automated Checkout Systems on User Satisfaction in Retail. / Jovaney ASHMAN / 2022
PermalinkThe grab-and-go experience: understanding the impact of fully-automated checkout systems on user satisfaction in retail / Czarina Rose INDIGNE / 2022
PermalinkThe increasing use of social media and influencer marketing in th luxury sector / Antoine HABAY / 2022
PermalinkThe relative place of museums and big private foundations (Pinault, Vuitton, Cartier…) on contemporary art in Paris: / Clotilde COUTURIER / 2022
PermalinkPermalinkPermalinkUnder the pressure of COVID-19 and the rapid development of online shopping technology, how can large retail stores increase revenue by enhancing the customer experience? / Yexi SUN / 2022
PermalinkPermalinkWhat are the challenges of sensorial marketing to face the rise of e-commerce? / Amandine GABORIAU / 2022
PermalinkWhat are the effects of different factors on online supermarket video advertising and millennials' purchase intentions? / Jinlin YE / 2022
PermalinkWhat does digital bring to the business to business sales function in complex selling today and tomorrow ? / Arthur CHABAUD / 2022
PermalinkWhat is the impact of Covid-19 on sensory marketing in the food and beverage retail industry? / Camille POTIER / 2022
PermalinkWhat makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
PermalinkWhy are consumers buying products on e-retailers’ websites? Case of selective beauty market. / Léonie MOÏZO / 2022
PermalinkWhy do French consumers have higher purchase intentions for direct to consumer than for channels with intermediaries when it comes to food? / Chloé MOTTE / 2022
PermalinkPermalinkComment attirer des clients qui ont des valeurs éthiques pour l’achat de prêt-à-porter vers des marketplaces ? / Julie PELLERIN / 2021
PermalinkComment exploiter le plein potentiel des données pour optimiser la génération de leads ? / Laura GIACOMUZZI / 2021
PermalinkContemporary Selling : Building Relationships, Creating Value / Mark W. JOHNSTON / ROUTLEDGE. TAYLOR & FRANCIS GROUP (2021)
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