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Comportement des consommateurs pour les marques de luxe by Hussain, Mohammad

Comportement des consommateurs pour les marques de luxe

by Mohammad Hussain
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Book cover type: Paperback
  • ISBN13: 9786207795413
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 124
  • Original Price: GBP 47.0
  • Language: French
  • Edition: N/A
  • Item Weight: 191 grams
  • BISAC Subject(s): Production & Operations Management

Les achats répétés sont devenus un facteur essentiel pour les spécialistes du marketing, en particulier sur le marché des produits de luxe. Les achats répétés permettent non seulement d'économiser des coûts (par rapport à l'attraction de nouveaux clients), mais aussi d'augmenter les ventes. Les chercheurs d'hier et d'aujourd'hui ont cherché à savoir ce qui pousse les consommateurs à renouveler leurs achats. L'objectif de cette recherche universitaire est d'examiner la relation entre la valeur hédonique (HV), la satisfaction (S), l'inertie du consommateur (CI) et l'attribut du produit (PA) avec l'intention d'achat répété (RPI) pour les marques de luxe parmi les consommateurs de la génération Y en Malaisie. Les résultats de cette étude peuvent être utilisés par les spécialistes du marketing pour les aider à élaborer des stratégies de marketing visant à conserver leur clientèle actuelle et à attirer de nouveaux clients pour acheter leurs marques de luxe sur leur marché cible. Cette étude peut également motiver les chercheurs actuels à poursuivre leurs recherches dans le domaine des marques de luxe, afin de combler le fossé entre les marques de luxe et l'IPR.

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