Les données démographiques et sociologiques peuvent-elles expliquer les modes de consommation? Exemple d'une ville française: Dijon

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68 pages word

anglais

marketing

exposé

publié le 25/07/2008

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niveau : avancé

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Résumé

French people’s purchasing power has always been a very preoccupation, and it remains such an important issue, in a context of fluctuations of euro currency and political reforms. French people’s consumption behaviours have been strongly transformed by the structure of shopping areas, as well as by the emerging confrontation between different kinds of shops. Big supermarkets (Carrefour, Auchan…) have to cope with competition from little shops and above all from discount shops (Lidl, Aldi…) which are increasingly taking up markets shares. For big companies as Carrefour and Auchan, it was the beginning of the problem. They began to lose market shares and that’s why a lot of strategies have been implemented by the companies to cope with that new form of competition. The point is to know why they are loosing market shares. You can see of this chart that the different hard discounts shops owns significant market shares (the data are taken in 2005, and so we can imagine that the numbers are higher now considering the evolution of hard discount’s success).
In parallel, some common opinions often associate social status with the type of shop one visits. This specific economic context is particularly true in the city of dijon. dijon is a medium size city where every type of shop can be found and accessed easily by consumers. Is this economic antagonism creating specific kinds of consumers? More precisely, we will try to give an answer to this question: can we explain consumer shopping habits by demographic and sociological characteristics? Consequently, this study we are going to lead has a double interest. Firstly, it can be useful information for retail firms to use to sell their products and attract customers. Maybe it will be for big retailers a way understand the loss of market shares in the last years. It can also be an interesting source of information for these firms’ decision makers. Secondly, this study also emphasizes social issues and will determine if French consumers can effectively be parted into several “consumer classes”.

Sommaire

Definition of the objectives
Methodology
Time and cost frame
Sampling
1. Define study objectives
2. Define study population
3. Specify sample type
4. Specify sample size and error
Questionnaire
1. Design of the questionnaire
2. Presentation of www.esurveyspro.com: the advantages of that tool in our study
Data collection
1. The choice of Internet-survey in the study
2. Process of data collection
3. Evaluation of data collection
4. The efficiency of the Web site as regard as Data collection
Data analysis
1. Reliability and validity of data collected
2. Description of the main trends
3. Analysis: Test, regression and other statistic tools
4. Recommendations and conclusion