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HEC-Ecole de gestion de l'ULg
HEC-Ecole de gestion de l'ULg
MASTER THESIS
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Acceptance of a new concept of "healthy fast food" in Liège through a marketing research approach

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Pino Vidal, Marta ULg
Promotor(s) : Tondeur, Jean ULg
Date of defense : 6-Sep-2016/12-Sep-2016 • Permalink : http://hdl.handle.net/2268.2/1833
Details
Title : Acceptance of a new concept of "healthy fast food" in Liège through a marketing research approach
Translated title : [es] Aceptación del nuevo concepto "Healthy Fast Food" en Liège a través de estudio de mercado
Author : Pino Vidal, Marta ULg
Date of defense  : 6-Sep-2016/12-Sep-2016
Advisor(s) : Tondeur, Jean ULg
Committee's member(s) : Lara Quintanilla, Marta ULg
Ghilissen, Michael ULg
Language : English
Keywords : [en] marketingresearch
[en] sme
[en] internationalization
[en] franchise
[en] masterfranchise
[en] survey
[en] franchising
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
Student
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion
Faculty: Master thesis of the HEC-Ecole de gestion de l'ULg

Abstract

[en] In this qualitative study through survey we want to be known if Liégeoises (inhabitants of Liège) would accept the concept of Healthy Fast Food introduced through the Spanish company called Nostrum. The study of the acceptance is carried out across a marketing research approach where qualitative techniques (interviews) and quantitative (observation and survey) are being used. Once realized and analyzed the results we can say that Liège would accept the concept and therefore, one it is convenient to detail how Nostrum have to enter on the Belgian market, how Nostrum Belgique have to be and to which segments it would be destined.


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  • Pino Vidal, Marta ULg Université de Liège > Master sc. gest.

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  • Total number of views 53
  • Total number of downloads 144










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