[소비자행동론] 1박2일 분석(영문)

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레포트 > 경제경영계열
2010.04.16
8페이지 / hwp
1,200원
36원 (구매자료 3% 적립)

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소개글

[소비자행동론] 1박2일 분석(영문)에 대한 자료입니다.

-Background of the program

Situation 1. Purchasing refresher and Bacchus

Situation 2. paying money for the people

Situation 3. Purchasing clothes to 1박 2일 members

Situation 4. Acquiring, Using, and Disposing the clothes

본문내용

Situation 1. Purchasing refresher and Bacchus
(Problem recognition, Internal searching, Personal relevance, MAO)
When Lee Soo Geun arrived in Byeolgyo, the first place he reached is the pharmacy. Although he didn't know about the place he had to work, and he haven't worked yet, he visited pharmacy and take refresher. He even purchased one box of Bacchus and hand them out to the people such as program directors and the people on the road. In this moment, it was inferred that he was in the process of problem recognition.

Problem recognition occurs when a person recognize the discrepancy between the ideal state and actual state. After realize the fact that he has to return 200,000 won, Lee Soo Geun foresaw that he will pick the ark shells which is the most famous products in Byeolgyo. For this reason, build his body strongly was Lee Soo Geun's ideal state. But he is 35 year-old man, and it cannot say he is very young. Also through the TV program, '체험, 삶의 현장‘, he already experienced exhaustion after he picked up the ark shells. Thus his age and his body strength which is not very strong is his actual state. To overcome the actual state and pursue ideal state, he visited pharmacy and took refresher. This is his active behavior to reach the ideal state build strong body undaunted by stamina consumption in the future.

After Lee Soo Geun recognizing ideal state that build strong body, he started the process of internal searching. In his memory, the best method that maintain good body strength is taking refresher. Maybe he had the experience that by taking the refresher in advance, he could maintain good body strength before hard work. So to protect body strength from hard work in the future, he brought refresher to mind and made the decision to visit pharmacy.

Lee Soo Geun selected Bacchus among many kinds of products in the pharmacy. In this case, we can realize that he recalled the brand 'Bacchus'. Bacchus is one of the fatigue recovery drink products produced by Dong-A Pharmaceutical. Bacchus appeals the public with the creative advertisement. The advertisement of Bacchus is very familiar. It isn't give salience to the product excessively in the ad. People can sympathize the contents of advertisement, because there aren't any famous actors, our neighbor express their own personality in the ad.. This is main reason that Bacchus could build brand familiarity. Dong-A Pharmaceutical started to produce Bacchus since 1961, and it maintains number one position with the highest sales figure so far. So they can become the dominated brand, and it helps Bacchus also could build brand prototypicality.

참고문헌

『Consumer behavior』 HOUGHTON MIFFLIN/ Hoyer, MacInnis, 2007
박카스 D 홈페이지 - http://www.bacchusd.com
KBS 홈페이지 - http://www..kbs.co.kr

#the #of #and #is #to #Lee #Soo #he #Geun #in

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