A local products store for engaged customers

This teaching case enables students to develop their skills in conducting both qualitative and quantitative studies through a concrete example: Les Fermiers du Coin, a store located near Nantes and founded by committed producers to offer consumers high-quality local products at fair prices.
The qualitative phase explores customer motivations, loyalty, and word-of-mouth drivers.
The quantitative phase assesses customer satisfaction, identifies profiles of responsible consumers, and leads to targeted marketing recommendations.
Students are invited to analyze the methodologies used, enrich them, interpret the results, and propose concrete actions.

- Conduct an in-depth qualitative study with store customers: analyze their motivations, attitudinal and behavioral loyalty, word-of-mouth drivers, and build an exploratory typology of these customers.
- Conduct a quantitative study: measure customer satisfaction regarding the store's operational levers (product range, pricing, services, merchandising, communication), identify consumer profiles, and analyze their specific characteristics.
- Analyze and improve the research methodologies used (interview guide, questionnaire, sampling), and formulate concrete proposals to enhance them.
- Interpret the results of both study phases, cross-analyze qualitative and quantitative data, and develop a structured customer diagnosis.
- Propose, justify, and defend a targeted marketing action plan (customer experience, loyalty, communication, word-of-mouth), tailored to the identified profiles and the store's strategic objectives.

Market research - Qualitative methodology - Quantitative methodology - Responsible consumption - Local products - Specialized food retail

L1, L2, L3
M1, M2
Masters spécialisés
MBA, Executive MS

Specialized food retail

- PPT debriefing (25 slides)
- 3 Excel de données

Année de la problématique : 2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 13 avec 22 page(s) annexe(s)

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 15 - Industries alimentaires