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Incapsulamento dei valori
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ISBN10: 6208766559
ISBN13: 9786208766559
Publisher: Edizioni Sapienza
Published: Mar 20 2025
Pages: 116
Weight: 0.36
Height: 0.28 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786208766559
Publisher: Edizioni Sapienza
Published: Mar 20 2025
Pages: 116
Weight: 0.36
Height: 0.28 Width: 6.00 Depth: 9.00
Language: Italian
Il mercato delle bevande in capsule sta crescendo in modo esponenziale. Sebbene le tendenze siano ottimistiche, si sa poco del comportamento dei consumatori che utilizzano i distributori di bevande in capsula. Comprendere questo comportamento significa orientare le strategie organizzative verso percorsi più promettenti attraverso il lavoro del marketing. In questo senso, questo libro cerca di contribuire con strategie e intuizioni per i produttori di caffè e gli imprenditori o i ricercatori del segmento delle bevande in capsula che cercano di capire le percezioni di consumo di questo prodotto. Per fare ciò, è stata utilizzata la tecnica del Laddering, che fornisce relazioni associative tra gli attributi del prodotto, le conseguenze percepite dagli utenti e la loro connessione con i valori personali, che sono motivazioni rappresentative del consumo. In questo libro troverete un manuale passo-passo per l'applicazione del Laddering, esemplificato dagli utenti di due delle più grandi aziende di macchine per bevande in capsula del mondo, Nespresso e Nescafé Dolce Gusto, nonché un confronto tra le risposte dei consumatori e le distinzioni dei marchi.
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