The thesis developed is structured in three chapters and is aimed at studying the purchasing behavior of consumers by carrying out a market research inherent in the leather goods sector. The research was made possible thanks to the collaboration of the Di Berardino company, a company operating in the Marche region and, more precisely, in San Benedetto. Within the first chapter I carried out an analysis of the Italian leather goods market, since Italian tanning has always been a typical example of the success of the district model that traditionally characterizes a significant part of the national manufacturing economy. Later, I analyzed the main characteristics of this precious material (such as design, sustainability, authenticity and ethics) that bring a considerable competitive advantage to companies, up to the point of dealing with the main tanning differences. In the second chapter I decided to tackle and deepen the Country of Origin theme to try to understand how this construct impacts on consumers' perceptions and purchasing behaviors: the management of the overall image of the country therefore becomes fundamental in the moment. which a company decides to focus on the origin of the product as an element of competitive differentiation. In this regard, in order to fully understand the Country of Origin construct and the elements that determine it, I analyzed in the following paragraphs the relationship between country image and country reputation, both being variables that influence this phenomenon being studied, thus arriving at define some of the main effects deriving from the latter, such as the prism effect, the halo effect and, finally, the synthesis effect. Finally, in the third and last chapter I presented the Di Berardino company through a first description of its products and processes implemented to arrive, at a later stage, to illustrate the research methodology implemented. The ultimate aim of this study is to understand the elements that influence the purchasing behavior of consumers in reference to the leather goods market and, therefore, what their preferences are in relation to a series of analyzed variables. This analysis, developed in detail using specific graphics, will thus support the Di Berardino company to ensure that it can implement a winning communication strategy that focuses on customer loyalty by leveraging the experiential component.
La tesi da me sviluppata è strutturata in tre capitoli ed è finalizzata allo studio dei comportamenti d'acquisto dei consumatori mediante lo svolgimento di una ricerca di mercato inerentemente al settore della pelletteria. Lo svolgimento della ricerca è stato reso possibile grazie alla collaborazione dell’azienda Di Berardino, un’azienda operante nel territorio Marchigiano e, precisamente, a San Benedetto. All'interno del primo capitolo ho effettuato un'analisi del mercato italiano della pelletteria essendo la concia italiana, da sempre, un tipico esempio di successo del modello distrettuale che tradizionalmente caratterizza una parte rilevante dell'economia manifatturiera nazionale. In seguito, ho analizzato le principali caratteristiche di questo materiale pregiato (quali design, sostenibilità, autenticità ed etica) che apportano un notevole vantaggio competitivo alle aziende, fino ad arrivare a trattare le principali differenze di concia. Nel secondo capitolo ho deciso di affrontare ed approfondire il tema del Country of Origin per cercare di comprendere come questo costrutto impatti sulle percezioni e sui comportamenti d'acquisto dei consumatori: la gestione dell’immagine complessiva del Paese diviene, quindi, fondamentale nel momento in cui un’impresa decide di puntare sull’origine del prodotto come elemento di differenziazione competitiva. A tal proposito, per comprendere appieno il costrutto del Country of Origin e gli elementi che lo determinano, ho analizzato nei paragrafi successivi il rapporto tra country image e country reputation, essendo entrambe variabili che influenzano tale fenomeno oggetto di studio, arrivando in tal modo a definire alcuni dei principali effetti da quest'ultimo derivanti, quali l'effetto prisma, l'effetto alone e, infine, l'effetto sintesi. Infine, nel terzo ed ultimo capitolo ho presentato l’azienda Di Berardino mediante una prima descrizione dei suoi prodotti e processi implementati per pervenire, in un secondo momento, ad illustrare la metodologia di ricerca attuata. Il fine ultimo di tale studio è quello di capire gli elementi che influenzano il comportamento d'acquisto dei consumatori in riferimento al mercato della pelletteria e, pertanto, quali sono le loro preferenze in relazione ad una serie di variabili analizzate. Tale analisi, sviluppata dettagliatamente mediante appositi grafici, sarà così di supporto all'azienda Di Berardino per far sì che possa implementare una strategia comunicazionale vincente che punti sulla fidelizzazione del cliente facendo leva sulla componente esperienziale.
Gestione strategica del brand e valorizzazione della componente esperienziale nel processo di product evaluation: il caso dell'azienda Di Berardino
TROILO, DENISE
2019/2020
Abstract
The thesis developed is structured in three chapters and is aimed at studying the purchasing behavior of consumers by carrying out a market research inherent in the leather goods sector. The research was made possible thanks to the collaboration of the Di Berardino company, a company operating in the Marche region and, more precisely, in San Benedetto. Within the first chapter I carried out an analysis of the Italian leather goods market, since Italian tanning has always been a typical example of the success of the district model that traditionally characterizes a significant part of the national manufacturing economy. Later, I analyzed the main characteristics of this precious material (such as design, sustainability, authenticity and ethics) that bring a considerable competitive advantage to companies, up to the point of dealing with the main tanning differences. In the second chapter I decided to tackle and deepen the Country of Origin theme to try to understand how this construct impacts on consumers' perceptions and purchasing behaviors: the management of the overall image of the country therefore becomes fundamental in the moment. which a company decides to focus on the origin of the product as an element of competitive differentiation. In this regard, in order to fully understand the Country of Origin construct and the elements that determine it, I analyzed in the following paragraphs the relationship between country image and country reputation, both being variables that influence this phenomenon being studied, thus arriving at define some of the main effects deriving from the latter, such as the prism effect, the halo effect and, finally, the synthesis effect. Finally, in the third and last chapter I presented the Di Berardino company through a first description of its products and processes implemented to arrive, at a later stage, to illustrate the research methodology implemented. The ultimate aim of this study is to understand the elements that influence the purchasing behavior of consumers in reference to the leather goods market and, therefore, what their preferences are in relation to a series of analyzed variables. This analysis, developed in detail using specific graphics, will thus support the Di Berardino company to ensure that it can implement a winning communication strategy that focuses on customer loyalty by leveraging the experiential component.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12075/4646