Titre : |
Are health claims powerful enough to make consumers trade branded products for poorly known but healthier ones? |
Type de document : |
Mémoire |
Auteurs : |
Eugénie CASTRES, Auteur |
Année de publication : |
2018 |
Importance : |
34 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; SANTE ; MARQUE
|
Résumé : |
The goal of this research was to develop further findings on consumer behavior and especially on how they would respond to brands and health claims on the market of food. This research has allowed us to confirm that consumers are becoming more health conscious today and that they are very responsive to “clean claims” (organic, natural…). It more specifically focuses on how both claims that are very present today and product’s brand are affecting consumers’ choice of food consumption. People were asked to give details on how they perceive health and food today and were then presented with to different products with different brands, packaging and claims to assess how responsive they would be to each of them. Findings indicated that those who scored highest on a health consciousness scale were less likely to choose brand over healthiness of product. |
Note de contenu : |
Bibliogr. p.33-34 |
Programme : |
PGE-Reims |
Spécialisation : |
Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485050 |