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A nouveaux consommateurs, nouveau marketing : Zoom sur le conso'battant

Author

Listed:
  • Philippe Jourdan

    (IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Jean-Claude Pacitto

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Un nouvel acteur a émergé dans l'univers de la consommation : le conso'battant. Pratiquant une consommation active, il recherche les informations qui lui permettront de prendre des décisions d'achat éclairées. Par son comportement, il est à l'origine de bien des changements récents dans le secteur de la distribution. Cet ouvrage collectif a pour ambition de le faire mieux connaître : Qui sont ces consommateurs qui aspirent à « consommer mieux » ? Les marques peuvent-elle surmonter la défiance dont elles font l'objet ? Comment mettre en place un dialogue fructueux avec le conso'battant ? Quelles sont les attentes de ces nouveaux consommateurs en termes d'innovation ? Ne seront gagnantes que les stratégies qui mettront enfin le consommateur au coeur des processus.

Suggested Citation

  • Philippe Jourdan & Jean-Claude Pacitto, 2011. "A nouveaux consommateurs, nouveau marketing : Zoom sur le conso'battant," Post-Print hal-01132988, HAL.
    • Handle: RePEc:hal:journl:hal-01132988
    as

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    Keywords

    consommateur; Conso'battant;

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