Titre : |
“DIY”: What changed in the consumer behaviour |
Type de document : |
Mémoire |
Auteurs : |
Mathilde SCHUSTER |
Année de publication : |
2018 |
Importance : |
14 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; INFLUENCEUR
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Résumé : |
After understanding the market and gathering information about former studies, a qualitative study was conducted in order to perceive the deep changes that occurred in the consumer’s behaviour towards DIY. A few factors came out of the study: there are some cultural and sociological determinants in the DIY act, but also some evolutionary determinants that should be in the heart of companies marketing strategy. The more people experience DIY, the less they want to experience DIFY. Moreover, the growing need for independence of the customer and the influence of media are now playing an important role in the consumer’s decision. Some historical motors do not change and that is reassuring concerning the future of this trend. All of those factors combined make today’s customers fond of DIY and companies should definitely be able to appropriate the market and be a part of DIY experience and customer’s satisfaction.
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Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
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