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de la Situation de Consommation À La Préférence Pour Une Marque by Tauxe-S

de la Situation de Consommation À La Préférence Pour Une Marque

by Tauxe-S
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Book cover type: Paperback
  • ISBN13: 9783838187181
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 128
  • Original Price: USD 50.0
  • Language: French
  • Edition: N/A
  • Item Weight: 200 grams
  • BISAC Subject(s): Marketing / General

Cette étude part de l'idée que la situation de consommation est à la base du processus de choix des consommateurs; situation qui peut ètre caractérisée par plusieurs facteurs tels que l'environnement physique, social, mais aussi l'état de l'individu consommateur et du produit à un moment donné. Lors de tout processus d'achat, ces variables individuelles et situationnelles impactent alors ensemble les dispositions du consommateur à rechercher certains bénéfices, ce qui aura une forte conséquence sur le choix des marques. L'objet de ce travail est donc d'étudier, dans un premier temps, l'influence de la situation de consommation sur les bénéfices de marque recherchés dans différentes situations de consommation données et pour un produit donné le café; puis dans un second temps, d'étudier l'influence de la situation de consommation sur l'attitude du consommateur (préférences) et ceci pour différentes marques de café. Ce travail intéressera donc les étudiants en marketing ainsi que les gestionnaires de marque qui souhaitent intégrer le paramètre de la situation de consommation dans leur marketing stratégique et opérationnel.

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