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IFM University

Nespresso s consumer behavior

Nespresso, What else ?
Nespresso s customer Profile and Behavior

Edouard Tintignac

IFM University 2007

Nespresso s consumer behavior

Table of contents

Table of contens Introduction Methodology What i did Questionnaire Summary of the first findings Analysis of Nespresso customers Age Gender .. . . .

.. 2 . 3 .. 4 4 . 5 . 8 13... 13 14

What most influenced you to buy a Nespresso machine ?..... 15 How far Nespresso customers are satisfied ?....................... 16 The campaign George Clooney Conclusion Appendix Findings . . .. 19 . . 22 .. 25 29

Bibliography

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IFM University 2007

Nespresso s consumer behavior

Introduction

The purpose of this essay is basicaly to identify and analyse theNespresso consumers. I chose Nespresso first because I think this company had and has a relevant and interesting strategy to seduce its clients towards a revilutionary way of drinking coffee, and because I am part of its customers.

Nespresso s history

Starting from 1986 the system of extracting coffee from
capsules containing freshly ground coffee was first introduced

by Nespresso (adivision of Nestlé) to the business market, and subsequently to the domestic household market (in this essay we will focus only on the domestic use of nespresso machines).
Moreover Nespresso remains the pioneer and wordwide market leader in premium portioned coffee, proposing the very highest quality « Grand Crus » to be enjoyed in the comfort of your own home.

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IFM University 2007Nespresso s consumer behavior

Methodology

What i did My first source of information is a 19 questions questionnaire I created for the project. It focuses, at the beginning, on general data about coffee drinkers. The second part concerns only people using a Nespresso machine. So, the first part allows to identify Nespresso customers among coffee drinkers and the second part deals in detail with thebrand s clients. The persons who filled in the questionnaire where people of my surroundings : family, friends, students of the university and customers of a trendy bar I often go around. But I soon realized that I wouldn t collect enough information due to the smallness of the cross-section. Thus, I decided to use Facebook, a social networking website that allows people to communicate with theirfriends and exchange information to spread my research. Then, I gathered all the information on a spreadsheet in order to organise and make a first statement on the results. Thereby, I was able to analyze those findings to go deeper in why people chose Nespresso and how far they are satisfied. I analyzed the data separately based on age and gender. Note that people who answered the survey areliving basically in France and Switzerland so i didn t take into account this peice of information. Although according to the Consumer Behavior s course the concept of culture is very important in most of the consumption cases.

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IFM University 2007

Nespresso s consumer behavior

Questionnaire This questionnaire is exclusively made to be answered by coffee drinkers. How old are you ?Are you ? o A man o A Woman Do you have a coffee machine ? o Yes o No How o o o o often do you drink coffee per day ? Less than once Once Twice 3 times and more

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Do you know Nespresso ? o Yes o No ( if no, you finished the questionnaire ! Thank you ) If yes, how did you first hear about Nespresso ? o Internet o Adrvertising o Somebody told you about o Other Have you ever drink aNespresso cofee ? o Yes o No How o o o o o did you find it ? Disgusting Normal Good Very good Best coffee you ve ever drunk

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IFM University 2007

Nespresso s consumer behavior

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Do you have a Nespresso machine ? o Yes o No If Not

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Why o o o o o o

? Price Nespresso s image Concept Taste The adv did nt convince you Other If Yes

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Are you satisfied by...
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