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Fidélité aux variantes de produits

Fidélité aux variantes de produits

          
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About the Book

Les produits des catégories de biens de consommation à rotation rapide se présentent sous différentes variantes, telles que les tailles et types d'emballages, les saveurs, les formes, les formules, etc. Ces variantes sont fonctionnellement très différenciées les unes des autres, souvent chacune basée sur un attribut spécifique. Cette étude de recherche a examiné empiriquement si ces différences fonctionnelles affectent la fidélité des clients pour les variantes de produits. Un certain nombre de mesures des performances du marché ont été utilisées pour évaluer l'impact de la taille des parts de marché sur les niveaux de fidélité. Ce livre est un outil utile pour comprendre une méthode robuste d'examen des modèles de fidélité sur les marchés de consommation. Les résultats obtenus ont une signification conceptuelle et pratique, et donnent un aperçu d'un aspect jusqu'ici largement inconnu du comportement des consommateurs. Ces connaissances devraient aider les chefs d'entreprise à mieux comprendre les questions liées à la gestion du marketing telles que la gestion des produits, des lignes et des marques, l'évaluation des tactiques concurrentielles, la fixation d'objectifs pour les nouvelles marques et l'impact de la promotion et d'autres facteurs du marketing mix sur la croissance des marques. Le livre devrait également aider les chercheurs en consommation car il révèle plusieurs orientations futures de la recherche.


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Product Details
  • ISBN-13: 9786203346633
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Editions Notre Savoir
  • Height: 229 mm
  • No of Pages: 268
  • Spine Width: 15 mm
  • Width: 152 mm
  • ISBN-10: 6203346632
  • Publisher Date: 08 May 2023
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Weight: 399 gr


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