3-1. Change in the view of consumer decision making process
The assumption on the culture marketing is that consumers do not show only rational thinking process to consider the purchase. That is, the emergence of culture is based on the change in the view of consumer decision making process.
The traditional view of the consumer’s decision-making process is divided according to whether con
③ Psychographic Segmentaion의 한계
- Psychographic는 Brand Reinforcement와 Positioning에 효과가 있는 것으로 여겨짐
e.g > Pepsi Generation Campaign은 젊은 세대의 문화에 속한 그룹과 연합하여 성공
을 거두었지만 매출 신장에는 영향을 미치지 못하였음.
but > product purchasing history, product loyalty 등이 소비자의 attit
Acquisition Strategy (260 stores)
Established Wal*Mart and Sam’s Clubs
Sales more than $10.7 billion
Established its own stores
Bought the Supermercados Amigo (32 stores)
Purchased ASDA chain (256 stores)
The largest profit among international market
Heavy competition against Sainsbury
First international venture
Bought Canadian Woolco (122 stores)
Similar market conditi
purchased the hotel for $170 million. In November 1997, Four Seasons agreed to manage the hotel. In December 18, 1999, the new Four Seasons Hotel George V Paris had been open at 100% effective occupancy.
2.2. Challenges
2.2.1. Rebuilding the George V
Four Seasons selected the George V and needed to rebuild the hotel, but there was a big challenge. The challenge was to preserve the soul of th
Consumer trust affects intention/actual transaction by affecting usefulness, ease of use, and perceived risk
The level of risk a consumer believes exists
regarding the purchase of a specific product
from a specific retailer, whether or not
that belief is factually correct.
by Richard A. Ashley, University of Connecticut
Overall Perceived Risk
- Associated with the
Product catego
Economic and Financial Factors
India GDP (purchasing power parity): $3.561 trill
Korea GDP (purchasing power parity): $1.343 trill
India Unemployment rate: 10.7%
Korea Unemployment rate: 4.1%
India Population below poverty line: 25%
Korea Population below poverty line: 15%
India Inflation rate (consumer prices): 10.7%
Korea Inflation rate (consumer price
so improvements can be made.
3) Purchasing
The plastic nozzles were a rush order, the heads had burrs on the inside rim and they just increased the application pressure to make them fit. This shows that schedule and market share above quality and safety. It also shows a poor attitude about quality and that quality is viewed as add on, is inspected in, and is impedance to doing their job.
exist as of today. According to a survey conducted by Student Monitor in 2008 for 1200 undergraduate students who were planning to purchase a laptop, 43% of them answered they would buy a Macbook. In 2003 only 8% of these possible laptop buyers answered positively for Macbook. With high loyalty and interaction with its followers Apple deserves to be where they are now.
B. Korean Market
purchase something or dine out. Women have a tendency to always bring their friends, lover or family members. So chances are, whether the company target businesses or consumers, improbity the way the company target to women can have a tremendous impact on their company success.
Consumption tendency of women customer
Women especially want to adorn their ideal beauty by the products that t