Étape 1 / 4 - Compréhension écrite

Reading Comprehension

5 questions sur le rapport de consommation de la page Découvrir. Difficulté croissante.

Question 1 - True or False with justification

"According to the report, price is the main factor influencing consumer decisions today."

True or False?

False. The report identifies four forces shaping consumer behaviour: digitalisation, sustainability, inflation, and demand for authenticity. While inflation is mentioned, price alone is not described as the main factor - digital trust and sustainability concerns play equally significant roles.

Quote one sentence from the text to support your answer:

Question 2 - Multiple choice

The main purpose of this consumer report is to:

A) Promote a specific retail strategy

B) Help businesses understand changing customer needs

C) Criticise online shopping trends

D) Predict the future of physical stores

Question 3 - Data analysis

According to the statistics mentioned, what percentage of consumers check online reviews before making a purchase? What does this figure suggest about the importance of digital reputation?

Corrigé modèle

According to the report, 78% of consumers consult online reviews before making any purchase over €20. This figure suggests that a retailer's digital reputation has become a critical factor in attracting customers, even before any in-store interaction takes place. Physical retailers must therefore actively manage their online presence and product ratings.

Question 4 - Inference

The report states that "sustainability concerns are growing among younger consumers despite budget constraints." What challenge does this create for retailers, and how might they respond?

Corrigé modèle

This creates a challenge because younger consumers want sustainable products but cannot always afford to pay a premium price. Only 38% are willing to pay more than 10% above standard market price. Retailers might respond by integrating sustainability into their core pricing strategy rather than treating it as a premium feature, or by highlighting the long-term cost savings of sustainable products.

Question 5 - Synthesis (3-4 sentences)

Based on this report, identify the two most significant changes in consumer behaviour and explain how a store manager could adapt their strategy accordingly. Use specific examples from the text.

Corrigé modèle

The two most significant changes identified in the report are the rise of digital trust as a purchasing filter and the dominance of omnichannel shopping behaviour. According to the report, 78% of consumers now check online reviews before buying, which means a store manager should actively monitor and respond to online ratings. Furthermore, since 58% of consumers research products online before buying in-store, the manager could create a seamless experience between the brand's website and the physical store by ensuring product information, prices and availability are consistent across both channels.

Étape 2 / 4 - Grammar Spotlight

Expressing Data & Trends

Les rapports de consommation utilisent un registre grammatical précis pour commenter des chiffres et décrire des évolutions. Compétence directement évaluée en E4.

Famille 1 - Commenter une évolution chiffrée

Subject + have/has + increased / decreased / risen / fallen + by + X% / amount + since / over + time period

Customer satisfaction has increased by 15% since we implemented the new service.

Store visits have fallen by a quarter over the past year.

Online reviews have risen by 34% since 2020, according to the report.

Famille 2 - Référencer des données de source

According to + source + , + proportion / percentage + of + group + verb phrase

According to Nielsen data, 78% of millennials research products online before buying.

Based on our customer survey, nearly half of shoppers prefer contactless payment.

According to the Deloitte report, 71% of consumers under 40 prioritise sustainability.

Famille 3 - Établir des comparaisons analytiques

Compared to + reference group / period + , + subject + comparative structure

Compared to last quarter, customer complaints have decreased significantly.

Compared to price-sensitive shoppers, brand-loyal customers are 40% more likely to recommend products.

Compared to 2019, the proportion of omnichannel shoppers has nearly doubled.

Exercice A - Identifier & Classer

Dans le rapport de la page Découvrir, retrouve et classe au moins 4 structures de commentaire de données selon les trois familles :

Exercice B - Tableau de données → Phrases analytiques

À partir de ce tableau, rédige 5 phrases analytiques en utilisant au moins une structure de chaque famille :

Channel	Sales 2021	Sales 2023	Change
In-store	€4.2M	€3.7M	▼ −11.9%
Online (website)	€1.8M	€3.1M	▲ +72.2%
Click & collect	€0.6M	€1.4M	▲ +133.3%
Mobile app	€0.3M	€1.1M	▲ +266.7%
Total	€6.9M	€9.3M	▲ +34.8%

Exercice C - Gap-fill

Complète cet extrait de présentation commerciale :

Word bank: According to / has increased / Compared to / based on / have fallen / risen / by

(1) our latest customer survey, 64% of shoppers now check online ratings before visiting any physical store.

(2) Online sales 72% since 2021.

(3) traditional in-store customers, omnichannel shoppers spend 30% more per transaction.

(4) In-store visits significantly over the past two years, reflecting a broader shift towards digital channels.

Corrigé

(1) According to - (2) have increased / risen - (3) by - (4) Compared to - (5) have fallen

Étape 3 / 4 - Vocabulaire actif

Active Vocabulary

Trois activités pour ancrer les 12 termes du Consumer Behaviour Lexicon.

Activité 1 - Matching : associe chaque terme à sa définition

consumer behaviour

purchase decision

target audience

brand loyalty

impulse buying

customer journey

consumer insight

purchasing power

Activité 2 - Gap-fill contextuel

Complète ce résumé exécutif. Utilise la banque de mots :

consumer behaviour · brand loyalty · data-driven · market segmentation · word-of-mouth · survey · purchasing power · impulse buying

Our annual revealed significant shifts in . Young consumers, whose has been reduced by inflation, show lower and are more susceptible to triggered by targeted promotions. Effective allows our team to design campaigns. Positive remains our most cost-effective acquisition channel.

Corrigé

survey · consumer behaviour · purchasing power · brand loyalty · impulse buying · market segmentation · data-driven · word-of-mouth

Activité 3 - Catégorisation thématique

Ces 12 termes appartiennent à 3 familles thématiques :

Consumer Psychology

consumer behaviourpurchase decisionimpulse buyingbrand loyaltyword-of-mouth

Market Analysis Tools

market segmentationconsumer insightsurveydata-drivencustomer journey

Economic Context

target audiencepurchasing power

Étape 4 / 4 - Production guidée

Write a Survey Summary

Contexte professionnel MCO · 80-100 mots · Management report

Contexte professionnel

You are a marketing assistant at a French home décor retailer. Your manager has received the results of a customer satisfaction survey conducted last month. She asks you to write a short summary of the key findings for the monthly management report.

Finding	Result	Change vs. previous year
Customer satisfaction - product quality	82%	▲ up from 76%
Preference for online shopping	58%	▲ up from 41% (2022)
Main complaint	Delivery delays	35% of respondents
Would recommend to friends & family	71%	-
Eco-friendly products: priority for under 35s	64%	-

Consigne

Write a structured summary presenting the most significant findings. Use at least one structure from each Grammar Spotlight family. Include at least one comparison with previous data and one strategic recommendation.

Amorces disponibles :

According to our latest customer survey… / The results show a significant… / Compared to last year… / It is particularly noteworthy that… / Based on these findings, I recommend…

Banque lexicale :

satisfaction · online shopping · delivery · recommend · eco-friendly · increase · priority · survey · data-driven

0 / 80-100 mots

Corrigé modèle (93 mots)

According to our latest customer survey, overall satisfaction with product quality has increased by six percentage points since last year, reaching 82%. It is particularly noteworthy that 58% of our customers now prefer shopping online - up from 41% in 2022 - reflecting the broader shift towards digital channels identified in recent consumer research. However, delivery delays remain the main complaint, mentioned by 35% of respondents. Compared to older age groups, customers under 35 are significantly more likely to prioritise eco-friendly products (64%). Based on these findings, I recommend investing in our logistics infrastructure and expanding our sustainable product range to better serve this growing segment.

Passer à Appliquer

Chapitre 04 - Consumer Behaviour

Reading Comprehension

Expressing Data & Trends

Active Vocabulary

Write a Survey Summary

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