[소비자행동론] 지붕뚫고 하이킥을 통한 소비행동 분석(영문)
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분야
docx1. What is ‘지붕뚫고 하이킥’
2. Reason selecting this sitcom
3. Summary of Episode.
Ⅱ. Main subject
1. Coffee purchase of 세경
2. 세경’s window shopping
3. Consumption for pleasure: Karaoke
4. 순재 and 자옥’s product purchase for wedding
Ⅲ. Conclusion
In this part, I want to pay attention to exposure, attention, and perceiving when 세경 is going shopping. After 세경 gets a free day from 현경, she goes to the shopping mall to buy a 신애’s schools back. 세경 is looking around the mall just for window shopping. There are so many products are displayed as many as 세경 is busy to see all things. When she is getting some coffee at the coffee shop, she meets 정음, and they are hanging out together. 세경 tries to do sample of accessories and wear some clothing by 정음.
First of all, 세경 is exposed of many products in the mall. When 세경 went to shopping mall for window shopping, there are a lot of items that she can see at one site. However, she doesn’t catch all of them. She just can pay attention something is easy to touch from her own side. In this scene, 세경 is exposed to marketing stimuli. It is exposure that we have learned during the class. When she is buying her sister’s back and using some sample items, she comes into physical contact with a stimulus.
Second, because of placement of many items 세경 is affected to exposure. While 세경 is looking around the mall, some products are displayed easily to get in touch and recognize how they look. Moreover, many items are not too high to see. As we know, product distribution and shelf placement affect exposure. 세경 doesn’t look at shoes which is displayed high to get, and she just takes whatever she is available to fit easily. The shoes 세경 chooses placed to eye level get more exposure than those placed higher or lower.
Third, 세경 already knows many products, but she feels something new because of different placement. Even if shoes are not new items for 세경, she is arousing curiosity of a pair of shoes. 정음 and 세경 are looking around so many shops that can allow consumer to use samples. 정음 lets 세경 get to try wear a few clothes. 세경 does not expect to have that kind of experience. That placement differs from what she is used to. It means 세경 uses unexpectedness.
Fourth, Most consumers prefer touch and examine in stores, compared with others they can see. Especially when they are buying material products such as clothing or carpeting, they are likely to pay attention more than they are used to buy others. So, perceiving through touch is quiet important for consumers before they decide. Even though 세경 and 정음 are just for hanging out in stores, they wear some clothes and touch how they feel.
To conclude this scene, there are four concepts that we have learned in class; exposure, shelf placement exposure, attentions of unexpectedness, and perceiving to touch. Many people do not recognize how much they get exposure in their daily life even though they are influenced of many products and their exposure.
3. Consumption for pleasure: Karaoke
- One way to enjoy 세경’s one day vacation at the karaoke suggested by 정음
People consume for different type of reasons to fulfill different type of needs. There are functional needs, symbolic needs, and hedonic needs. In this scene, 세경 and 정음 consume karaoke for hedonic needs or for pleasure. Also, while people consume things, ideas, or services, they continuously change their attitude toward the consumption.
After 세경 and 정음 hang around together, then they go to karaoke together. At the first time that they arrive at karaoke, 정음 ask to 세경 whether she went to karaoke before or not. Then 세경 answer that she went to karaoke once before with her father when she lived in 태백. If 세경 did not meet 정음 today, then she might not visit karaoke. So, 정음 is one of motivation of 세경’s karaoke consumption. Also, if 현경 did not give 세경 to one day vacation, then they can not go to karaoke together. Therefore, 현경’s approval and the time also can be an opportunity in this 세경’s karaoke consumption. As before, to answer 정음’s question, 세경 answered that she went to karaoke once before with her father. The previous experience with her father also be one of motivation in 세경’s karaoke consumption.
Sitting the chair in karaoke, 정음 ask 세경 which song that 세경 will sing. Then 정음 give karaoke book to 세경 to let her search the song. 세경 select 칠갑산 and start to sing. That is because 세경 lived 태백 for a long time, she does not know lots of songs to sing in karaoke. In decision making process, knowledge can affect to decision in consumption. Especially, in this scene, 세경’s knowledge in sing affect to her decision to sing. She select 칠갑산, that is because her father used to sing. However, in usually, young women rarely sing 칠갑산 in karaoke. Most of young girls sing so called girl groups’ song in these days. As mentioned before, because 세경 does not have any consideration set in her mind to select the songs, she just choose the song that her father used to sing. Watching 세경 sing a song, 정음 suddenly stop the sing. Saying who sing that kind of song in these days. Then 정음 also say that she will teach the songs which most of people sing in karaoke. Right after she says that she pushes the remote control without checking the num
