[소비자행동론] 드라마장면을 통해 살펴본 소비자행동 분석(영문)

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레포트 > 경제경영계열
2010.01.15
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[소비자행동론] 드라마장면을 통해 살펴본 소비자행동 분석(영문)

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[소비자행동론] 드라마장면을 통해 살펴본 소비자행동 분석(영문)에 대한 자료입니다.

1. Introduction

(1) Roughly storyline
(2) Characters
(3) Main scenes we will analyze

2. Analysis of consumer behavior by using drama scenes

(1) The scene related to the problem recognition theory (Convenience store scene)
(2) The scene related to the MAO theory (Plastic model scene)
(3) The scene related to the environmental influence theory
(The scenes that Jae Hee buys an exclusive audio system and enjoys classic music loudly)
(4) The scene related to the attitudes based on high consumer effort theory (TORA)
(Construction site scene)

3. Conclusion

(1) Some difficulties that we met while preparing this project
(2) Lesson Learned

본문내용

2. Scene Analysis

(1) Convenience store Scene

1) Explanation of the scene
Whenever Jae Hee goes to the convenience store, employee always asks questions like ¡°Do you have a discount card?¡± and ¡°Do you have a point card?¡± Jae Hee is always asked questions by employee repeatedly. Jae Hee seems that he doesn’t have any discount card or point card. But, she is always asking the questions with same face and tone before checking out although he says he doesn’t need to.
Maybe he thought that he doesn’t need to have any kinds of card for discount. In addition, he regards using these cards as worthless activity. In his point of view, although it is a very short time, answering her questions is time-consuming. Whenever he buys the products at the convenience store, he must say ¡°No¡± in order to check out the counter. In this scene, he said ¡°No¡± first, but when he received the second question he ignored her and avoided the answer with annoyed face.

2) The cause of difference between two activities
The discount card and point card are marketing stimuli for promoting the repurchasing. It is useful for some people who are interested in discounting or saving. The people who purchase the products with discount card or point card, they have a few advantages such as buying at the discount rate and saving the points that they can use the points just as cash. Also, seller gains more profit if more consumers repurchase goods.

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