Objective 1
It is important for consumer researchers to understand the nature and power of attitudes.
태도(attitude)
: 사람들(자신을 포함해서), 대상들, 광고들, 또는 쟁점들에 대한 영속적이고 일반적인 평가
실용적(Utilitarian)
가치-표현적
(Value-expressive)
자아-방어적
(Ego-defensive)
지식
(Knowledge)
Objective 2
Attitudes are more
product loyalty 등이 소비자의 attitudes와 values와 영향을 주고 받는 것으로 나타남.
Psychographic는 회사가 어떤 시장에 진입할지, 어떤 제품을 출시할지, 가격을 어 떻게 결정할지에 대한 근거는 명확히 제공하지 못함.
- Psychographic의 실망스런 성과에도 불구하고 여전히 널리 이용되고 있
product because consumers give deep thought to buy it. Consequently, apartment ad would rather focus on specific information than model. e편한세상 take specific aspect from apartment value. That is parking space, barrier-free, low energy and environmentally friendly technology.
▶Bad
According to 'Classical conditioning theory'(relation 'pleasant feeling&favorable attitude toward celebrity
products that serve the needs of the consumers. This probably had its reason on government intervention in the real estate market, which regulates and controls the selling price of apartments, which hindered construction companies from developing products that correspond to the needs of the demand side. More then anything, the demander side also was too intent on satisfying the housing insufficie
Consumer products are products and services for personal consumption
Classified by how consumers buy them
Convenience products
Shopping products
Specialty products
Unsought products
Organization marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization
Brand is the name, term, sign, or design—or