|
紐⑹감
1. Convention consumer behavior analysis
2 Convention consumer decision making process
3. Selecting convention destination and participation motives
1
1. Convention consumer behavior analysis
2
1. Importance of convention consumer behavior analysis
Experience, Subjective decision
Marketing strategy is needed
1. Convention consumer behavior analysis
3
2. Structure of Consumer behavior analysis
1. Convention consumer behavior analysis
4
3. Factors affecting consumer behavior
Cultural factors
Historical heritage , life style
1. Convention consumer behavior analysis
3. Factors affecting consumer behavior
Cultural factors
Ex)
1. Convention consumer behavior analysis
5
3. Factors affecting consumer behavior
2. Social factors
social class
Permanent and homogeneous group
The factors that ���(�깮�왂)
4 types
|
others.
*Important feature of the reference group
Even when not in actual contact with the group, reference group can give individuals a big impact
3. Factors affecting consumer behavior
1. Convention consumer behavior analysis
8
Avoidance
group
Contactual
group
Disclamation
group
Aspirational
group
4 types
1. Convention consumer behavior analysis
9
Family
Family is the most basic social unit in human society.
Small group affecting more extensive and continuous convention participation action or purchasing behavior
family is a reference group that has most impact on individual convention consumer��셲 behavior.
3. Factors affecting consumer behavior
1. Convention consumer behavior analysis
10
3. Factors affecting consumer behavior
Lifestyles
A person��셲 pattern of living as expressed in his or her psychographics.
Activities
Interests
Opinions
Geographic��셲 characteristics
Work
Family
Themselves
Age
Hobbies
Home
Social issues
Education level
Soc
인 쇄
바로가기
而⑤깽�뀡 �냼鍮꾩옄 �뻾�룞遺꾩꽍.ppt
[Size :
6 Mbyte
]
장바구니
