| Titre : |
A new customer-centric retail approach designed to meet consumer expectations and habits |
| Type de document : |
Mémoire |
| Auteurs : |
Margaux GENDRY, Auteur |
| Année de publication : |
2021 |
| Importance : |
27 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
AGRICULTURE BIOLOGIQUE ; COMPORTEMENT DU CONSOMMATEUR ; RESPONSABILITE SOCIALE DE L'ENTREPRISE
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| Résumé : |
In today's society, companies are looking for a customer centric approach and this term has become commonplace among marketers. A paradigm shift has taken place in the food industry. Consumers are now looking for more than just a product, they are looking for added value in their purchasing act. Companies are therefore trying to establish the needs and desires of their customers to simply sell better. They try to understand what the new expectations of consumers are, what they are looking for, how they have changed their eating habits... In addition, a change in mentality towards social and environmental issues and a health crisis have created new consumers' food buying behavior. A qualitative study was therefore conducted to try to identify the new expectations and habits of French consumers. First of all, this study highlighted new considerations in the product selection process. In addition to the classic criteria of the marketing mix, such as price and promotion, the composition and origin of the product are decisive now. Health safety is also one of the new consumer expectations, mainly influenced by the pandemic. The study also showed that the French have become accustomed to e-commerce but do not reject the traditional model of physical commerce. A new customer experience and a better integration of the different distribution channels are however expected. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538674 |
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A new customer-centric retail approach designed to meet consumer expectations and habits / 2021 
