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분야
docOB Team Analysis
1. Buying Soy Sauce
2. Buying Fishes
YB Team Analysis
1. Buying trotter
2. Buying cooked food
Conclusion
Reference
(1) Buying Soy sauce
After they bought important food, OB team went to market to buy soy sauce for making soup. In this scene, they showed lots of action which can be inferred consumer behavior. These actions are involved in value, level of expertise and price inference.
Values are enduring beliefs that a given behavior or outcome is desirable or good. As enduring beliefs, consumers’ values serve as standards that guide consumers’ behavior across situation and over time. For example, some consumers believe to be healthy, keep one’s family safe is good. On the other hands, some consumers believe economical consumption has more value.
In this scene, we can find the different value of consumer. When they choose soy sauce, Myung-soo quarreled with Jae-seok over price. Myung-soo said like this "Buy a better thing for health and family regardless how much." And he insisted to buy more expensive soy sauce for families’ health, but Jae-seok claimed that they have to buy a soy sauce comparing the price and volume of container. Eventually, they choose expensive soy sauce. We can say Myung-soo’s value for family influence more strongly than Jae-seok in buying soy sauce.
Consumer behavior 7th buying, having, and being / Michael R. Solomon
Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson
소비자 행동 / 김충렬, 윤태평 공저
http://www.imbc.co.kr
