Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing.

Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing.

Article de catégorie 3: Parment, A. (2013). Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Services, 20(2), 189- 199

Mots clés : Generational cohorts, generational marketing, market segmentation, Generation Y, Baby Boomers, consumer behavior, Purchase involvement, retail strategies 

  • Idée principale: Utilisation de la segmentation par “cohortes générationnnelles” pour déterminer les motivations et comportements d’achat d’une cible potentielle.

Développement :

La segmentation des marchés est utilisée depuis de longues années comme outil stratégique. Parvenir à former des segments de consommateurs ayant des liens forts et homogènes est essentiel. Lorsque de telles similitudes existent, les spécialistes du marketing peuvent proposer des gammes de produits, de services, de distribution et de communication adaptés à un plus grand nombre de clients potentiels, plus susceptibles de répondre de manière favorable à l’offre.

Se référer à l’âge de la cible était un moyen utile de créer des groupes, cependant il ne permet pas vraiment de comprendre les motivations du segment. À l’inverse, les événements vécus par la cible créent des valeurs qui restent relativement inchangées. De telles valeurs fournissent un lien commun pour ceux de ce groupe d’âge ou de cette “génération” ( / cohorte générationnelle).

Cette étude compare deux cohortes significatives: les Baby Boomers et la Generation Y. L’auteur met donc en perspective leur valeurs, leur motivations et leur comportements d’achat (nourriture, vêtements et automobiles).

Pour les trois types de produits, les Baby Boomers valorise l’expérience de détail et le service en magasin. Pour cette génération, plus rationnelle, le processus d’achat commence avec un détaillant, donnant des conseils avisés pour choisir le bon produit. Tandis que pour la génération Y, plus émotionnelle, informée et hyper-connectée, le processus d’achat prend une toute autre importance. Les social média sont alors un outil marketing de taille, influençant leur processus d’achat. Le rôle de la marque devient alors tout autre lorsque l’on s’adresse à ces deux générations: les Baby Boomers réclamaient la qualité avant toute chose. Tandis que pour la génération Y, l’image et le statut social impliqués importent tout autant.

Se référer aux évènements vécus par une génération serait un moyen efficace de communiquer de manière pertinente à une cible donnée. Le recourt au style de musique, aux égéries, permet aux générations de se reconnaitre dans le message véhiculé par la marque.

Conclusion :

L’auteur tire plusieurs conclusions:

  • Une même cohorte générationnelle (Exemple de la Génération Y) aura des valeurs, des attitudes et des préférences similaires, cependant il n’en sera pas de même pour cohorte différente (Exemple des Baby Boomers). Ces caractéristiques influent de manière particulièrement significative leurs habitudes d’achat.
  • Dans certains cas, la segmentation “par cohortes/par générations” peut être une technique très efficace: il s’agit du “marketing de la nostalgie”. Les consommateurs ont des exigences élevées: Ils ont souvent besoin d’une attention et de produits adaptés à leur mode de vie.
  • L’analyse générationnelle des cohortes peut être utile lors de la conception de campagnes de communication ainsi que lors d’interactions plus personnelles.
  •  L’analyse des cohortes aide à la prévention des changements.

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Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

Article de catégorie 2: Kim, A., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal Of Business Research, 65(10), 1480-1486, http://dx.doi.org/10.1016/j.jbusres.2011.10.014

Mots clés: Luxury brands, perceived social media marketing (SMM), activities, value equity, brand equity, customer equity, purchase intention

  • Dans un premier temps, les auteurs cherchent  à mettre en perspective l’intérêt croissant que portent les marques luxe, dans l’industrie de la mode, à l’utilisation du “social media marketing” (appelé également SMM). Cette étude a pour but principal de permettre aux marques du secteur du luxe de comprendre plus rapidement les comportements d’achat de leur clientèle et d’orienter la gestion de leur stratégie de media sociaux.

Développement :

Les auteurs cherchent d’abord à identifier les effets d’une stratégie de social media marketing sur une entreprise. Ils définissent les SMM comme étant des applications en ligne, des plates-formes et des médias visant à faciliter les interactions, les collaborations et le partage du contenu. Les messages et les interactions avec les consommateurs s’accordent avec les médias, les événements, les divertissements, les services retail et les services numériques via les médias sociaux, il est possible d’effectuer des activités de marketing intégrées avec beaucoup moins d’efforts et de coûts qu’auparavant.
Cependant, Les médias sociaux peuvent avoir un impact dramatique sur la réputation d’une marque. L’information étant diffusée de manière immédiate et globale, les entreprises et les marques doivent maintenant tenir compte de la valeur de leur clients et de l’influence des médias sociaux.

Dans un second temps, les auteurs évoque l’application des SMM au secteur du luxe, et plus particulièrement dans l’industrie de la mode.  Le développement technologique profite au monde de la mode en attirant les clients afin qu’ils interagissent avec les marques. Au début, la plupart des marques étaient quelque peu réticentes à utiliser ces média sociaux; Cependant, beaucoup de Maisons de luxe ont considéré cette technologie comme une opportunité plutôt qu’une menace. Contrairement aux premières prédictions, les médias sociaux n’agissent pas toujours contre la réputation des marques.

Enfin les auteurs abordent la valeur ajoutée croissante des consommateurs dans ce contexte de digitalisation et d’essor des média sociaux: la valeur qu’un client apporte à une entreprise ne se limite pas au profit de chaque transaction, mais le bénéfice total que le client peut fournir pendant la durée de la relation avec l’entreprise

Conclusion :

L’étude a présente donc les bénéfices de l’utilisation du social media marketing par marques de mode de luxe sur le capital client et l’intention d’achat. Les activités SMM perçues par les consommateurs sont significativement efficaces pour les bénéfices futurs des marques de mode de luxe. Les auteurs mettent cependant en garde les marques de luxe au sujet du contrôle parfois très compliqué des média sociaux.

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Measuring Consumers’ Engagement With Brand-Related Social-Media Content

Link

Measuring Consumers’ Engagement With Brand-Related Social-Media Content Development and Validation of a Scale that Identifes Levels of Social-Media Engagement with Brands

Article de catégorie 3: Schivinski, B., Christodoulides, G., Dabrowski, D. (2016). Measuring Consumers’ Engagement With Brand-Related Social-Media Content. Journal of Advertising Research, 56(1).

Mots clés: consumers’ engagement, social media, brand, content, brand-related activities, behavior, creation

  • Idée principale:  Comment mesurer l’engagement des consommateurs face à un contenu social-média, lié à une marque particulière.

Développement:

Les sites de réseaux sociaux tels que Facebook, YouTube et Twitter sont devenus de plus en plus importants dans la vie des consommateurs et dans leurs habitudes de communication. Avec les consommateurs qui s’engagent profondément dans les médias sociaux, une part croissante de la communication se produit au sein de ces nouveaux environnements. Contrairement aux sites Web plutôt statiques, la nature interactive des médias sociaux a finalement changé la façon dont les consommateurs s’engagent avec les marques.

Les auteurs démontrent également que la création de contenu par les utilisateurs est un atout majeur pour les marques. Les consommateurs ont réellement la volonté de s’engager en tant que co-créateurs et reçoivent ce contenu de façon généralement positive.

Le raisonnement des auteurs montre que l’utilisation d’un contenu social média lié a une marque particulière peut avoir des effets sur les variables mesurables de résultat telles que:
• l’extension de la marque
• l’intention d’achat
• le premium price

 

Conclusion :

En produisant continuellement des contenus adaptés, cela devrait inciter les consommateurs à s’engager davantage en commentant, “aimant”, et même en partageant le contenu lié à la marque. En s’engageant dans la dimension contributive, les marques se rapprochent de leurs consommateurs en instaurant un climat de confiance leur permettant de successivement créer du contenu, que ce soit par le biais de messages, de critiques ou encore de recommandations.

En supposant que les perceptions des consommateurs sur la communication entre les médias sociaux diffèrent selon les industries, les chercheurs pourraient également mettre en œuvre d’explorer des profils de similitudes et de différences dans la consommation, la contribution et la création de contenu social-média.

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