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Encapsulation des valeurs by Rodrigo Marçal Gandia

Encapsulation des valeurs

by Rodrigo Marçal Gandia , Joel Yutaka Sugano , Luiz Henrique B. Vilas Boas
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Book cover type: Paperback
  • ISBN13: 9786208766542
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 116
  • Original Price: GBP 48.63
  • Language: French
  • Edition: N/A
  • Item Weight: 164 grams
  • BISAC Subject(s): General

Le march� des boissons en capsules conna�t une croissance exponentielle. Bien que les tendances soient optimistes, on sait peu de choses sur le comportement des consommateurs qui utilisent les machines � boissons en capsules. Comprendre ce comportement permet d'orienter les strat�gies organisationnelles vers des voies plus prometteuses gr�ce au travail de marketing. En ce sens, ce livre cherche � apporter des strat�gies et des id�es aux producteurs de caf�, aux entrepreneurs ou aux chercheurs dans le segment des boissons en capsules qui cherchent � comprendre les perceptions des consommateurs � l'�gard de ce produit. Pour ce faire, la technique de l'�chelonnement a �t� utilis�e, qui fournit des relations associatives entre les attributs du produit, les cons�quences per�ues par les utilisateurs et leur lien avec les valeurs personnelles, qui sont des motivations repr�sentatives de la consommation. Dans ce livre, vous trouverez un manuel d'application de l'�chelonnement, �tape par �tape, illustr� par les utilisateurs de deux des plus grandes entreprises de machines � boissons en capsules au monde, Nespresso et Nescaf� Dolce Gusto, ainsi qu'une comparaison entre les r�ponses des consommateurs et les distinctions entre les marques.

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