Asija, AmanPestel, Augustin Baptiste2024-10-222024-01-252023-12-17http://hdl.handle.net/10362/173889Inflation heightens consumer vigilance, impacting the agri-food sector. Stakeholders focus on promotions amid rising prices to sustain loyalty. Hence, understanding and targeting consumer preferences becomes crucial. Literature lacks depth, but external factors like demographics, biases and habits influence preferences. Immediate discounts and virtual bundles have a paradoxical relationship: professionals benefit more from the latter than consumers do, and vice versa. Despite limited awareness, samples are effective. A survey reveals price and promotion as key criteria of purchase. Immediate price reduction is preferred, suggesting professional adaptations for alignment with customer expectations.engPromotionFood industryConsumer preferencesBusiness strategyVirtual bundleImmediate price discountProduct samplemaster thesis203601599