{"id":529,"date":"2011-04-07T15:55:26","date_gmt":"2011-04-07T15:55:26","guid":{"rendered":"http:\/\/infos.orchidali.com\/?p=529"},"modified":"2011-04-07T15:55:26","modified_gmt":"2011-04-07T15:55:26","slug":"analyse-du-credoc-les-nouvelles-perceptions-de-la-marque-moins-de-fonctionnel-plus-dengagement","status":"publish","type":"post","link":"https:\/\/science-nutrition.com\/en\/2011\/04\/07\/analyse-du-credoc-les-nouvelles-perceptions-de-la-marque-moins-de-fonctionnel-plus-dengagement\/","title":{"rendered":"Analyse du CREDOC: &#8220;Les nouvelles perceptions de la marque: moins de fonctionnel, plus d\u2019engagement&#8221;"},"content":{"rendered":"<div class=\"l-subsection\"><div class=\"l-subsection-h\"><div class=\"l-subsection-hh g-html i-cf\"><p>R\u00e9sum\u00e9 de l&#8217;analyse:<\/p>\n<p>&#8220;<em>Face au net infl\u00e9chissement, d\u00e9but 2008, des parts de march\u00e9 des marques dans la grande consommation, de nombreux observateurs ont parl\u00e9 d\u2019une crise de confiance dans les marques. S\u2019agissait-il, comme lors de la crise de 1993, d\u2019une r\u00e9action \u00e0 la conjoncture \u00e9conomique ? \u00c0 cette \u00e9poque, on s\u2019en souvient, un ph\u00e9nom\u00e8ne de saturation de l\u2019information publicitaire s\u2019\u00e9tait d\u00e9velopp\u00e9, s\u2019apparentant quasiment, au d\u00e9but des ann\u00e9es 2000, \u00e0 une critique de la soci\u00e9t\u00e9 de consommation. Le CR\u00c9DOC a donc cherch\u00e9 \u00e0 comprendre comment la perception de la marque \u00e9voluait en p\u00e9riode de crise \u00e9conomique. Pour cela, nous avons compar\u00e9 les r\u00e9ponses, fournies en 1994 et en 2010, \u00e0 la question ouverte : \u00ab pour vous qu\u2019estce qu\u2019une bonne marque ? \u00bb. En 16 ans, les \u00e9volutions sont tr\u00e8s nettes ; elles mettent en \u00e9vidence, dans l\u2019esprit du consommateur, un d\u00e9tachement entre la marque et les caract\u00e9ristiques fonctionnelles du produit, m\u00eame si ce dernier doit rester fiable et durer longtemps. Le rapport qualit\u00e9-prix prend aujourd\u2019hui une place pr\u00e9pond\u00e9rante dans les appr\u00e9ciations, tandis qu\u2019apparaissent de nouvelles repr\u00e9sentations associ\u00e9es \u00e0 la marque, telles que la responsabilit\u00e9 sociale et environnementale. D\u00e9sormais, la marque permet aussi au consommateur de s\u2019affirmer, de s\u2019identifier \u00e0 travers des dimensions de plaisir, de facilit\u00e9, d\u2019apparence et d\u2019originalit\u00e9, notamment chez les jeunes&#8221;<\/em>.<\/p>\n<p>Pour en savoir plus, t\u00e9l\u00e9chargez l&#8217;article: <a href=\"http:\/\/www.credoc.fr\/pdf\/4p\/237.pdf\" target=\"_blank\"><span style=\"color: #0000ff;\"><em>http:\/\/www.credoc.fr\/pdf\/4p\/237.pdf<\/em><\/span><\/a><\/p>\n<\/div><\/div><\/div><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>R\u00e9sum\u00e9 de l&#8217;analyse: &#8220;Face au net infl\u00e9chissement, d\u00e9but 2008, des parts de march\u00e9 des marques dans la grande consommation, de nombreux observateurs<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58,22,39,27],"tags":[127,156],"class_list":["post-529","post","type-post","status-publish","format-standard","hentry","category-chartes-dengagement","category-informations-du-consommateur","category-qualite-nutritionnelle","category-recherche","tag-consommateurs","tag-credoc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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