Consumer

de l’ensemble des facteurs qui contribuent à l’élaboration et à la réalisation de ces comportements, mais de telles connaissances permettent-elles réellement aux praticiens d’influer sur les 2 3 Bazerman M.H. (2001), « Consumer Research for Consumers », Journal of Consumer Research, 27, March, p. 499-504. Tedlow R.S. (1997), L’audace et le marché, l’invention du marketing aux Etats-Unis, Editions Odile Jacob, Paris. -6- L’étude du comportement du consommateur et de l’acheteur comportements

claire de l’ensemble des facteurs qui contribuent à l’élaboration et à la réalisation de ces comportements, mais de telles connaissances permettent-elles réellement aux praticiens d’influer sur les 2 Bazerman M.H. (2001), « Consumer Research for Consumers », Journal of Consumer Research, 27, March, p. 499-504. 3 Tedlow R.S. (1997), L’audace et le marché, l’invention du marketing aux Etats-Unis, Editions Odile Jacob, Paris. -6- L’étude du comportement du consommateur et de l’acheteur comportements

to restore the declining estate to a level worthy of its history and reputation. And he made it! Only 3 years later, when he died, his daughter Christine took the lead of the estate and never stopped her efforts to maintain the brand image among consumers. In 1983, she even hired M. Pontallier as Young General Manager to help her succeed. Today 74 persons work for Château Margaux. The estate produces no less than 150,000 bottles of its first growth wine a year, 200,000 Pavillon Rouge and 33,000 Pavillon

In a market economy the consumer is king, and consumers have started sending strong environmental signals through their purchasing. This growing ‘green pound’ is a powerful force compelling the economy to clean up its environmental act. But consumers often rely on advertising and other corporate messaging to inform their purchasing choices, and greenwash is undermining confidence in that advertising. That confidence is now at an all time low, with only 10% of consumers trusting green information

diversification of its brands, L’Oreal favors the accessibility of all its products by making them available to all consumers. For instance, L’Oreal Professional Products Division distributes its product in hair salons all over the world. Moreover, L’Oreal sells its general public products in all mass-market retailing channels (hypermarkets, supermarkets, drugstores). This strategy permits to the consumer to have a access to the L’Oreal product at affordable prices. Policy of continuous innovation: it is not

7 b. Place p. 7 c. Price p. 8 d. Promotion p. 8 Conclusions p. 10 Reference List p. 11 INTRODUCTION World leader and pioneer of the portioned coffee out top of the range, Nespresso S.A proposes a high quality coffee that consumers can sample either in the comfort of their home or in prestigious restaurants, coffees, hotels and offices. The Nespress’ offer, based on a unique trilogy, is an unequalled combination of exceptional coffees, elegant and ingenious machines, and an

like skilled baristas. Nestlé Nespresso S.A. took this idea and pioneered the concept of portioned premium coffee with the aim to offer the perfect cup of espresso coffee with maximum convenience to consumers around the globe. Today the company has a twin focus that endeavours to continually surpass consumer expectations at home and (B-2-C) and in leisure and work venues (B-2-B). Having perfected the concept over many years, Nespresso is now the reference for premium portioned coffee worldwide, and its

slight negative impact on Vietnam’s economy and therefore consumers’ disposable incomes are not badly affected and they are able to purchase cosmetics and toiletries despite some economic downturn. Product innovation drives growth New launches illustrate the efforts of the cosmetics and toiletries manufacturers to diversify their product ranges. Firstly, product segmentation is increasing, as the manufacturers are targeting specific consumer groups. Products for teenagers, men or women are becoming

overseas markets. Yamaha Motor: Yamaha Motor is the world's second largest producer of motorcycles (after Honda). Kawasaki Heavy Industries: Kawasaki is a global manufacturer of transportation equipment and industrial goods. KHI also produces consumer products, such as Kawasaki-brand motorcycles and personal watercraft. 2007 Motorcycle Market Share (Market Data Book, 2007) are shown in the figure bellow: These figures represent the entire motorcycle market in the US, which is divided into

Beatty S.E. et Salil T. (1994); ‘Adolescent influence in family decision making: A replication with extension. Journal of Consumer Research; n° 21; pp.332-341. 4. Belch M.A. et Belch G.E. et Sciglimpaglia D. (1980); ‘Conflict in family decision making: An exploratory investigation; Advances in Consumer Research; n° 7; éd. Jerry C., Olson, Ann Arbor, MI: Association for Consumer Research; pp.475-479. 5. Belch G.E., Ceresino G. et Belch M.A. (1985); ‘Parental and teenager child influences in family