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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
Titre : The impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans : Focus on three scandalized athlete endorsers: Tiger Woods, Maria Sharapova, and Michael Vick Type de document : Mémoire Auteurs : Louise SPILLEMAECKER, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; IMAGE DE MARQUE
Entreprise
NIKERésumé : Sports scandals are not new. This study contributes to the already-existing research about sports scandals and crisis management. A qualitative study was conducted with sixteen participants (including Nike consumers, Nike consumers who are also fans of the athlete and, athlete’s fans only) to discuss and compare their perception of Nike’s crisis management when it comes to scandalized athlete endorsers. This framework is focused on three well-known scandalized athlete endorsers: Tiger Woods, Maria Sharapova, and Michael Vick. The purpose of this research is two-fold: (1) analyse how Nike’s crisis management regarding Tiger Woods, Maria Sharapova, and Michael Vick is perceived by participants, depending on the category they belong to (Appendix B), and (2) understand how this crisis management might impact athlete’s fans’ and consumers’ attitudes. Findings reveal that Nike consumers do not necessarily expect the brand to cut ties with the scandalized athlete endorser because they understand the inner workings of such decisions. Nike consumers may have a different perception of the brand if they disagree with its decision, but, even so, will not stop buying Nike products. Athlete’s fans, who are also Nike consumers, always appreciate Nike’s support, leading to a better evaluation of the brand and an increase in purchase intentions. Athlete’s fans only, (i.e., non-Nike consumers) do not attach importance to Nike crisis management. This study focuses on the brand's reaction to a scandalized athlete, but what about the athlete's reaction to a scandalized endorsed brand? Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538645 The impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector / Léa SARDAIN / 2021
Titre : The impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector Type de document : Mémoire Auteurs : Léa SARDAIN, Auteur Année de publication : 2021 Importance : 23 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
COSMETIQUE ET PARFUMERIE SECTEUR ; CONSOMMATEUR ; MARKETING EXPERIENTIELRésumé : The objective of this study is to analyze how the brand experience has been impacted by the Covid-19 pandemic since its arrival in 2019 in France. This study is conducted entirely within the beauty sector and is concerned with consumer feelings and experiences. To answer this research question, three sub-questions helped us in this study. Firstly, we focused on the main change in brand experience in the beauty sector for consumers. Secondly, we discussed the different digital tools that have been developed to try and reduce this lack of brand experience. And finally, we showed the importance of maintaining an omnichannel strategy for companies towards consumers. The results led us to understand that the main change in brand experience for consumers was in-store where it was drastically reduced. On the other hand, for most consumers, they found that the experience had been improved online with many digital tools. These tools were mostly useful, fun and informative, but 'did not fill in the in-store brand experience. Finally, consumers have found that they are now multi-channel shoppers for beauty products. For brands, this requires them to develop a sustainable omni-channel strategy. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538492 To what extent do consumers trust food products from local short circuits? / Camille PRULIERE / 2021
Titre : To what extent do consumers trust food products from local short circuits? Type de document : Mémoire Auteurs : Camille PRULIERE, 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
AGROALIMENTAIRE SECTEUR ; ALIMENTATION ; CONFIANCE ; CONSOMMATEUR ; CANAL DE DISTRIBUTIONRésumé : After the sanitary scandals that have taken place in the last few years, people's trust in food products has been strongly affected. When the popularity of supermarkets tends to decrease, we are witnessing a development of people's interest in products from short local circuits. To what extent do people trust products from local short circuits? This quantitative study was conducted to answer this concern and to try to explain factors that may influence people’s trust. A Qualtrics was made, and 277 volunteers participated in the survey. To test the hypothesis, descriptive statistics and One-Way ANOVA were conducted. The results of this study point out that the trust given to local short circuits is very strong, it is definitely the retail circuit in which people trust the most. Trust has three components: credibility, integrity and caring. It is in the credibility of the products that people have the most trust, that is to say the guarantee of quality and the reduction of sanitary risks. After conducting this research, we understand that neither the size of the city of habitation nor the frequency of consumption influence people’s trust. Indeed, regardless of whether people live in rural or urban areas, they trust food products from short local circuits. Regarding the frequency of consumption, this does not influence the trust of consumers. Besides, it is the people who never consume food products from local short circuits who have the most trust in these circuits. Finally, only the integrity of the consumers towards the producers in short circuits depends on the frequency of consumption. People who consume products regularly tend to have more trust in the honesty and transparency of producers than those who rarely consume them. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538263 To what extent do social media affect the consumption of food supplements and health behaviour of their consumers? / Romain SANTANDER / 2021
Titre : To what extent do social media affect the consumption of food supplements and health behaviour of their consumers? Type de document : Mémoire Auteurs : Romain SANTANDER, Auteur Année de publication : 2021 Importance : 24 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 ; CONSOMMATION ; ALIMENTATION ; RESEAU SOCIALRésumé : The aim of this dissertation is to study the links between food supplements, social media and healthy habits and to see if some factors have an influence on one another. To do so, the following paper is organized in 3 parts.
The first one is a literature review which is also divided in three parts. The aim is to give an overall view of the relations between social media, food supplements and healthy habits in the scientific literature. The first part tackles social media as places of influence and of information which lead to trends of consumption and influence on the behaviour of people that belong to same communities on those networks. The second part analyses the influence of social media on the food consumption of their users including the food supplements and demonstrate the impact on some physical aspects like BMI, skin or hair. The third part is about the food supplements and if they represent more risk for the consumers than benefits due to lack of control of authorities and ethic from the companies.
This development is meant to give a base of theory and to establish a first answer to the problematic. To confront the theory a study has been conducted over 167 French people of different ages and different social-economic background. The aim of this study is to validate or to invalidate three hypotheses which come from the literature review.
The analyse of the results lead to a final discussion to compare the findings of the literature review with the answer regarding the hypotheses.Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538583 What are the impacts of rebranding on consumer perceptions and attitudes in the food industry, in France ? / Alexia PEROUELLE / 2021
Titre : What are the impacts of rebranding on consumer perceptions and attitudes in the food industry, in France ? Type de document : Mémoire Auteurs : Alexia PEROUELLE, 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
CONSOMMATEUR ; GRANDE DISTRIBUTION SECTEUR ; RESTAURATION SECTEURRésumé : In recent years, the consumption habits and the consumer criteria have changed significantly. This evolution has been strongly accelerated since the confinements due to the COVID-19. PwC noticed that price remains the most important criteria (43%) for French consumers. However, two new criteria have emerged since last year: from now on, consumers give importance to the French origin of their products (32%), and they favor their health and organic products (20%), even though this means paying more. People tend to cook more, and young adults are the ones paying the more attention to the environmental impact of the products. As the virus also impacted the local economy, consumers now want to support local vendors that suffered during this period (62%), and since the pandemic, 55% of consumers declare their consumption habits have changed. As a result, French people eat healthier (37%), more local (21%), and buy more organic products (12%). As stated by OpinionWay, 60% of French people consume vegetarian meals and the meat consumption is in decline.
Nonetheless, several researchers, including Kanama and Nakazawa (2017), confirm that innovation in the food industry is lower compared to other industries, and that more value is attributed to history, tradition, and culture. In order to adapt to the considerable changes in consumer expectations, brands are extending their product offering and repositioning themselves in the market. This is done by rebranding; in other words, by modifying existing or adding new brand elements to create a new image or a different position in the stakeholders’ minds, and for competitors, a distinctive brand identity (Merrilees and Miller, 2008). Indeed, to stay attractive and to make sure customers have the right thoughts towards a brand, brands often rebrand themselves (Collinson, 2019).Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538636 What are the semiotics mechanisms used by champagne brands to incite consumer desire on instagram? / Julie CERVANTES / 2021PermalinkAR Customization on Customer Experience in Automotive Market / Alexis DUCOULOMBIER-HERPIN / 2020PermalinkPermalinkCan the new technologies help to dynamise the image of horse racing and attract new consumers / Anaïs IZAAC / 2020PermalinkChanges in the purchasing function as part of the complexity of the supply chain / Oriane VANDECASTEELE / 2020PermalinkComment les enseignes utilisent la musique pour agir au sein de leur communication marketing / Mathilde PREAU / 2020PermalinkConjunction of sensory & digital marketing: What is the impact of senses stimulation on consumer’s emotion through e-commerce? / Manon KARPATI / 2020PermalinkConsumer Resistance and Cloud Gaming / Corentin REUNGOAT / 2020PermalinkLes défis de la supply chain : logistique et achat, le renouveau ? / Jean-Michel HUET / 2020PermalinkEducating consumers about the composition of their cosmetic products thanks to inci beauty smartphone scan application / Justine MOYA / 2020Permalink
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