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Diagnostic

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Submitted By asmaemimi
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Remerciements

Notre objectif étant accompli, durant cette période d’enquête, il est de notre devoir de remercier toutes les personnes qui nous ont soutenues pour l’accomplissement de ce travail. A cela Nous tenons à témoigner notre reconnaissance et notre gratitude à notre professeur Mme Bennani Lamia pour son soutien, sa présence et son suivi durant toutes les étapes de l’enquête. Ainsi que Mme el ghoulami Khadija pour son aide technique dans l’application du logiciel sphinx et spss pour le traitement et l’analyse du questionnaire.

Tables des matières

Remerciements………………………………………………………………
Liste des graphiques …………………………………………………………
Liste des tableaux……………………………………………………..
Introduction………………………………………………………………….
I-objectifs de la recherche marketing…………………………………..
II-démarche méthodologique………………………………………………..
1-méthode utilisée…………………………………………………………...
2-outil utilisée………………………………………………………………. a-rubriques du questionnaire……………………………………………….. b-types de questions utilisées………………………………………………. c-moyen d’administration…………………………………………………..
3-logiciel sélectionné pour le traitement……………………………………
4-population ciblée et échantillonnage…………………………………….. a- Base de sondage ……………………………………………………….. b- Technique d’échantillonnage……………………………………………
5- déroulement de l’enquête……………………………………………….. a- Teste du questionnaire………………………………………………….. b- Dates et le nombre de jours qu’a duré l’enquête……………………….. c- Lieu de distribution……………………………………………………... d- Taux de réponse………………………………………………………… e- Problèmes rencontrés lors de l’enquête…………………………………
III- analyse des résultats de l’enquête………………………………………
IV- apports de la recherche marketing pour l’entreprise …………………..
Conclusion ………………………………………………………………….
Bibliographie et webographie……………………………………………….
Annexes ……………………………………………………………………..
Introduction

Nous sommes des étudiants de l’école supérieure internationale de gestion ESIG dans le cadre d'un cas pratique sur la recherche quantitative, nous sommes amenés à effectuer une enquête de satisfaction auprès des clients du « Food court » au Méga Mall afin de l’améliorer. Dans ce cadre, nous allons introduire par une présentation générale du mega mall rabat.
Le Mega Mall est un centre commercial situé sur la route des Zaers, en direction du golf royal de Rabat. Il contient plusieurs magasins de grandes marques internationales, des restaurants, des fast-foods, une ce complexe novateur au Maroc a ouvert ses portes le 30 avril 2005.

Sur trois niveaux, accueillant plus de 80 enseignes, ce centre commercial inédit au Maroc comprend une patinoire sur glace de 1828 m2, douze points de restauration rapide, un bowling, un espace de jeux pour enfants, et une garderie, le tout sur plus de 6.000 m2.
Le Méga Mal est un concept novateur qui lance les jalons d’une nouvelle forme de commerce au Maroc qui rallie shopping, restauration et divertissement, dans un cadre convivial et chaleureux dans l’objectif d’offrir à la clientèle un véritable lieu d’épanouissement.
Fort de son expérience, de ses équipes et de la qualité de ses enseignes a su tisser un réseau de commerce diversifié répondant à toutes les bourses, a su contribuer au bien être d’une population Rbati avide d’espaces de divertissement et a su embellir son environnement par son architecture moderne et avant gardiste.

I-Objectifs de la recherche marketing :
La recherche marketing dégage deux principaux objectifs : Analyser le comportement des clients du foot court à mega mall . Mesurer le degré de satisfaction par rapport aux produits présentés, aux prix pratiqués, et à l’environnement de consommation du Food court. II- démarche méthodologique La méthode utilisée est l’enquête sur terrain L’outil utilisé lors de cette enquête est le questionnaire : il s’agit d’un inventaire structuré de questions posées dans un cadre logique et enchainé, il nous permet de recueillir les données quantitatives sur le terrain pour qu’ils soient par la suite étudiés, analysées et interprétées. Rubriques du questionnaire : Le questionnaire se compose de plusieurs rubriques qui se présentent comme suit, 1- Identification : elle nous permet d’identifier la population ciblée selon le sexe et la tranche d’âge 2- Fréquence de visite : elle nous permet de savoir a combien de fois les clients se rendent au méga mall. 3- Prix 4- Produit 5- Service : mesurer le degré de satisfaction par rapport à l’hygiène et la sécurité. 6- Suggestion : recueillir les suggestions et les remarques des consommateurs.

Types de questions utilisées 1- Question dichotomique fermée : elle sert à déterminer l’âge et le sexe de la cible visée. 2- Question filtre : elle sert à déterminer notre cible qui sélectionne notre population souhaitée qui sont les jeunes adolescents dont l’âge est entre 11 et 19 ans. 3- Question ouverte : pour recueillir les critiques et les suggestions des enquêtés pour l’amélioration du Food court. 4- Question fermée a échelle de l’Ickert : elle permet de mesurer le degré de satisfaction par rapport aux produits, services et à l’environnement ou se vend ses produits/ services. 5- Question fermée à échelle Thurstone : le principe base de cette échelle est de bâtir une échelle dont les libellés sont à des distances égales les unes des autres. (rubrique service) 6- Question fermée à échelle d’os good : cette question a été utilisé pour la rubrique prix, notre répondant va placer l’objet de notre étude entre deux adjectifs parfaitement opposés qui est le cas pour le jugement des produits (cher –bon marché) C-moyens d’administration :
On a utilisé pour administrer notre questionnaire le moyen d’administration face à face et mixte pour distribuer 30 questionnaires, on s’est déplacé sur le lieu du déroulement de l’enquête pour répondre à ce moyen.
3-logiciel sélectionné : pour le traitement et la collecte des réponses, on a choisis le logiciel sphinx (définition)
4-population cible et échantillonnage : a-base de sondage : on détermine la base de sondage par la population qui sont les jeunes adolescent entre (11 à 19 ans) d’après l’analyse des questionnaires, les adolescents interrogés appartiennent a une catégorie socio professionnelle ( csp) B et C parce que le pouvoir d’achat mensuel se situe entre 400 et 1200 dhs c- Technique d’échantillonnage : il existe deux méthodes d’échantillonnage ; la méthode probabiliste et la méthode non probabiliste.
Pour notre enquête on a opté pour la méthode non probabiliste dont la mesure ou on ne dispose pas de la liste exhaustive des individus.
Notre échantillon est de 30 personnes, c’est une méthode d’échantillonnage non probabiliste de convenance qui consiste à faire un choix à l’aveuglette, on a sélectionné un échantillon qui convient au temps et aux moyens consacrés à l’enquêté
5-déroulement de l’enquete : a- Test du questionnaire :
Ce test de questionnaire nous permet de vérifier : La durée moyenne d’administration du questionnaire L’ordre des rubriques et des questions
Tester la clarté des indications
Relever les erreurs typographiques (faute de frappe, la lisibilité de la police) On a testé 5 questionnaires sur terrain dans des conditions proches de la réalité pour tester l’efficacité et la validité du questionnaire.
B- La date et le nombre de jours qu’a duré l’enquête Date : samedi 14 mai
Nombre de jours : une après-midi (de 16h à 18h)
C-lieu de distribution : Food court de mega mall
D-Taux de réponse : 100 %
E-problèmes rencontrées lors de l’enquête : lors de notre enquête, on n’a rencontré aucun problème avec les enquêtés vu que notre cible sont des adolescents qui sont ouverts d’esprit, aimables et accueillants.

IV- apports de la recherche marketing pour l’entreprise : La recherche marketing effectuée par note équipe a des apports positifs pour l’organisation du Food court à Mega Mall. Ces apports permettent de délivrer des statistiques sur la satisfaction des clients grâce aux questionnaires distribuées et d’améliorer les services annexes aux produits, tout en tenant compte des suggestions et des critiques des enquêtés (hygiène, propreté, décoration, aération et confort)

III- analyse des résultats de l’enquête :

Identification du sexe :

le degrés de satisfaction vis à vis au restaurants du food court mega mall dominos 60,0%

33,3%
6,7%
kiotori
3,3%
16,7%
56,7%
20,0%
3,3%
pueblos
6,7%
13,3%
56,7%
20,0%
3,3%
aladin
10,0%
23,3%
43,3%
23,3% tex mex
26,7%
46,7%
23,3%
3,3% le notre
10,0%
20,0%
46,7%
23,3% stc southern fried chicken 16,7%
13,3%
36,7%
30,0%
3,3% le diplomate
3,3%
16,7%
46,7%
30,0%
3,3%
lynos
30,0%
66,7%
3,3%
amaren
40,0%
30,0%
26,7%
3,3% zen zen
3,3%
23,3%
43,3%
30,0%
Non réponse tout à fait satisfait satisfait moyennement satisfait pas du tout satisfait

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