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Encapsulation des valeurs
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ISBN10: 6208766540
ISBN13: 9786208766542
Publisher: Editions Notre Savoir
Published: Mar 20 2025
Pages: 116
Weight: 0.36
Height: 0.28 Width: 6.00 Depth: 9.00
Language: French
ISBN13: 9786208766542
Publisher: Editions Notre Savoir
Published: Mar 20 2025
Pages: 116
Weight: 0.36
Height: 0.28 Width: 6.00 Depth: 9.00
Language: French
Le marché des boissons en capsules connaît une croissance exponentielle. Bien que les tendances soient optimistes, on sait peu de choses sur le comportement des consommateurs qui utilisent les machines à boissons en capsules. Comprendre ce comportement permet d'orienter les stratégies organisationnelles vers des voies plus prometteuses grâce au travail de marketing. En ce sens, ce livre cherche à apporter des stratégies et des idées aux producteurs de café, aux entrepreneurs ou aux chercheurs dans le segment des boissons en capsules qui cherchent à comprendre les perceptions des consommateurs à l'égard de ce produit. Pour ce faire, la technique de l'échelonnement a été utilisée, qui fournit des relations associatives entre les attributs du produit, les conséquences perçues par les utilisateurs et leur lien avec les valeurs personnelles, qui sont des motivations représentatives de la consommation. Dans ce livre, vous trouverez un manuel d'application de l'échelonnement, étape par étape, illustré par les utilisateurs de deux des plus grandes entreprises de machines à boissons en capsules au monde, Nespresso et Nescafé Dolce Gusto, ainsi qu'une comparaison entre les réponses des consommateurs et les distinctions entre les marques.
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