satisfaction of consumers, we had a survey method.
Finally, through these study process, we would offer the way Hite beer could retake top of beer market again.
Ⅲ. Basic Framework
This study consists of total 4 chapters and the main contents of each chapter goes as follows:
Chapter one is introduction, suggesting background of study which shows problems of Hite beer.
Chapter t
of automobile. In automobile field, the premium that consumers feel is 'high-valued, first-class'. The automobile marketers try to make a premium image in consumers' mind because of incredible improvement of quality and the standard of consumers' satisfaction. The following table shows how much the cars which have premium image - such as BMW, Benz, Lexus and Audi - has been increasing in Korea.
Pusan National University
Seomyeon ,Busan
Consumers are feeling like
this restaurant, because
here the employees are
friendly to their customers
and provide high quality
services. This could mean
increased both the image
and advertising effectiveness.
consumers receive satisfaction.
Although it is expensive, it never go out of style. This is the best advantage.
4. Consumption Class
1) The high class consumer sentiment about Louis Vuitton
The high classes think that they need a brand-name product to keep their reputation. As well, they said that they have a right to buy it cause they got a economical and social position by trying hard.
consumers must feel that the choice they make is relevant in bringing wellness and satisfaction in their lives.
• Employees can be trained to offer tea menus by explaining its benefit to consumers who are not sure and hesitate which product to order. By kindly offering a certain tea menu with certain benefits, some consumers may choose tea products because most consumers tend to believe t
consumers can approach those brands while not buying cars. However, they feel satisfaction with those kinds of products, also spending less money (relatively).
We thought HYUNDAI could make extended brand. For example, Veloster watch, Veloster trouser or T-shirts. Launching this kind of products could broaden the approach channel so that consumers can easily be exposed to Veloster brand itself
What is product?
Bundle of physical, service, and symbolic attributes designed to enhance buyer's want satisfaction.
What is product strategy?
Producing goods and service.
focuses on benefits.
Decisions about package design, brand name, trademarks, warranties, product image, new product development and customer service.
Classifying Consumer Goods
Classifying Business goods
Hilton Honors Club
Consumer Benefits
포인트 보너스
호텔 부대시설 이용
객실 업그레이드
예약의 우선권
포인트 사용의 비제한
(Diamond member Only)
Check-in & out 편의
2. 3 Double Dipping
Consumer Benefits
비행기 탑승 없이도 적정 요금에 숙박
예약 및 투숙시 해당 항공사의 프로그램과 연계
호텔이용점수와
2) 시의 적절한 개별 고객 맞춤형 서비스 제공
아마존은 고객맞춤 전자우편 서비스인 'Amazon. com Delivers'로부터 아마존의 고객이 미리 지정한 관심분야에 대한 정보를 수시로 보내준다. 또한, 예전에 고객이 구매한 서적의 세부 분야 등을 검토하여 고객의 독서 취향 및 관심 분야도 함께 맞추어진 정보
Consumer Behavior]
(1) 소비자 스스로들에 있어 소비자 행동연구 필요
① 소비자 스스로가 자신의 욕구와 구매동기를 잘 이해함
② 기업의 마케팅 전략에 대한 성격과 효과를 이해함으로써 소비행위에 반영
③ 의사결정과정의 복잡성을 이해하고 그 과정에 대한 지식을 습득함으로써 효율적