Le comportement du consommateur et de l'acheteur

Democratic and Popular Republic of Algeria

Ministry of Higher Eduction and Scientific

Research

ECOLE SUPERIEURE  DE COMMERCE

Research Proposal

  Elaborated by:                                                                 Supervised by:

   Bensaad Kahina                                                                Mr. Boukerch Yahia

Schooler year: 2017 / 2018

Introduction:

        As the market has changed, the company orientation towards the market place has changed too.

        There are basically five orientations which a company may apply while targeting a market:

• Production concept
• Selling concept
• Product concept
• Marketing concept
• Societal marketing concept

        “The societal marketing concept leads to a company orientation which believes in giving back to the society what it had received from the society. This concept believes that the company is profiting because of society and hence it should also take measures to make sure that the society also benefits from the company”^[1]1. That's why this concept gives a big importance to the study of the consumer behavior.

        “The consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” ^[2]2.

        The study of the behavior of the consumer and the buyer has become an important step in the analysis and practice of marketing. Its contributions are essential in both to strategic thinking and operational marketing. It helps firms and organizations improve their marketing strategies by understanding issues such as how customers are influenced by their environment or how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

        One of the most effective ways to improve the consumers' decision making is The Nudge marketing.

        Nudge marketing can be defined as the use of nudges to influence consumer behavior and achieve marketing goals. A nudge is a boost or a gentle incentive (a small push) that influences the behavior of an individual or consumer. These nudges can be a push to motivate customers for example to practice sports and eat healthy food or even to participate in protecting the environment.

1. Problematic

        How can “UNO” improve consumers' decision in their supermarkets using Nudge?

1. Sub-questions:

• How customers are influenced through Nudge ?

• What are the variables that we should manipulate to nudge the decision making of customer?

• Can a Nudge marketing strategy increase sales?

1. Hypotheses:

• Customers are influenced by:

• Information
• Peer-Pressure
• Priming

• The variables that we should nudge customer for are Health and environment protecting
• The Nudge marketing strategy can increase sales

1. The importance of the research:

        The ultimate aim of every Marketer is to improve the life of the customer by satisfying their needs and also by making sure that his decisions are positive and can make his life easy and happy.

        The nudge marketing is a strategy that assures the change of bad habits that might influence the consumers life style in a bad way.

        Nudging tries to turn people into a particular choice, it is less compelling than imposing rules or prohibitions. People still make their own choices and will ultimately have a positive feeling about these choices.

        An effective nudge approach can also be a way to improve the image of a brand. The objective for the marketer is to link its brand to the "good behavior" that it wants to inculcate, through the nudge. If the consumer is able to identify the brand and associate it with an effective nudge approach, then this is an undeniable added value for the image of the brand

1. The reasons of choosing the topic:

1. Subjective reasons:

-Nudge marketing is a current theme that helps consumers to change their behaviors to better one and provide a good lifestyle, that's why we want to apply this concept here in Algeria.

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