Illustré de cas d'étude, ce document expose les principaux concepts permettant de décrire et comprendre le comportement des consommateurs, afin de prendre les meilleures décisions marketing.

This research focuses on "second generation" young female adults' cosmetics consumption, and explores their specific ethnicity. The results of an ethnographic study and phenomenological interviews are developed. While mothers distinguish between two worlds (here and there), second generation...

Pour optimiser les prises de décision marketing, comprendre les comportements de consommation est un préalable essentiel. L'étude du consommateur met à contribution de nombreuses disciplines (économie, psychologie, anthropologie. ) pour en extraire des méthodes d'analyse, des théories et...

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the...

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the...

By means of qualitative studies of ethnic consumers with Moroccan, Tahitian, Turkish and Congolese backgrounds, this article demonstrates that ethnic consumers in France are experiencing reculturation through consumption, using products, brands and points of sale to negotiate this re-discovery...

Recent research on purchase delay have developed numerous situational and individual causes. This paper proposes Consumer Procrastination to conceptualize the individual factor which influence people to chronically delay their purchases. Consumer Procrastination is measured with a new scale. An...

While delayed purchase is common with consumers, classical consumer behavior models don't explain why some consumers are enacting their purchase intentions faster than others. Delayed purchase is not totally captured through statistics oriented research. This article proposes to consider two new...

Les recherches concentrées sur le report d'achat ont proposé de nombreux facteurs explicatifs aussi bien situationnels qu'individuels. Ce papier propose de conceptualiser la Procrastination comme facteur individuel qui oriente les individus à reporter chroniquement l'achat. La procrastination...

Le report d'achat, fréquent chez le consommateur, est abordé sous l'angle de la non-réalisation des intentions d'achats en temps voulu. Ce phénomène perturbe les études de marchés, alors que les modèles de comportement du consommateur supposent une relation sans modérateur entre...