Titre : |
The repercutions of growing consumer concerns with ethics and health on fast food chains in France |
Type de document : |
Mémoire |
Auteurs : |
Ghita BOURASS |
Année de publication : |
2018 |
Importance : |
20 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management SANTE ; ETHIQUE ; AGROALIMENTAIRE SECTEUR ; COMPORTEMENT DU CONSOMMATEUR
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Résumé : |
The purpose of this research report is to assess the influence of growing health trends and consumer awareness of ethical stakes in their everyday lives on fast food chains in France. In fact, consumer values seem to play a major part in fast food chains’ brand images. Thus, fast food chains tend to try and rebrand themselves to put forward their engagement for sustainability and health through their marketing strategies. The empirical analysis is based on literature review of various research papers, but also newspapers articles and case studies, on the subject of food services strategies and consumer ethical values. We will also focus on the case of McDonald’s France and compare it to that of French “fast casual” chains, such as Cojean and Francesca. A total of six interviews were also carried out to investigate the attitude towards fast food brands in France. We urge the readers to take these rebrandings with a critical eye as they surge less from disinterested consumer care and more from a will to gain a competitive advantage and a good brand image in an increasingly saturated market.
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Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
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