perceived expectation of others. In other words, as a marketer, we can put this fact into the advertisement.
4. Brand Extension Strategy
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Value For Money (VFM) means consumers want to be satisfied mentally spe
SENS has stressed technological functions of laptop computers on the advertisements because they think that laptop computers are included in 'high-involvement/thiking products',then consumers are Rational Decision Makers for laptop computers. Also we can think that it emphasizes Utilitarian Functions
For the reference, Samsung have tried to make consumers perceive that Sam
various purposes such as economic, military, cultural and other purposes.
European Recovery Plan (1948)
Counter Communism
Introduced US Style of Capitalism
Promoted large European economy
→ Perceived Europe as a big market
Asian Recovery after World War Ⅱ
US – Japanese Alliance
Regional Economic Development
US legitimacy in shaping region
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
브라질 시장은 소비.구매패턴 : 중산층 이상은 주로 대형 슈퍼마켓, 대형 백화점에서 구매. 총 127개 쇼핑센타(상파울로:47개)가 소매판매의 약17% 점유.90년대 들어 매년 약 20%의 성장 지속 (95년 매출 약 100억달러)최근 경제안정으로 저소득층 제품과 고급 최신기술 장착제품의 판매율 상승. 소비형태 양극