Personal buying behavior and marketing decisions
Essay from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, Lancaster University, 14 entries in the bibliography, language: English, abstract: “Compact and feature rich, the Sony DCR-PC109 MiniDV Handy cam is the perfect camcorder for people who demand quality and convenience. Featuring a large 2.5” hybrid Swivel Screen LCD display, Super Night Shot Plus infrared recording system, Super Steady Shot image stabilization, and a big 1.0 mega pixel Advanced HAD imaging device, the DCRPC109 provides all the punch of a camera twice its size.”(Fortress leaflet ́07/2004) This statement taken from a ‘Fortress store’-leaflet, which was inside the South China Post newspaper, I was glancing through during my internship in Hong Kong last summer. Fortress is a well established, national company chain that specialises in electronic goods services, such as portable cameras, DVD players, Hi-fi systems, etc. all over Hong Kong. The leaflet was advertising the latest Sony hand camcorder, which was the smallest available camera on the market. I decided to talk about this product because first of all I always wanted a unique hand camera that allows doing more than just take a picture and secondly I remember clearly all the various stages I went through before and during the purchase. To begin with, I am going to describe and explain firstly the important buying behaviours I have exhibited or was involved in. Why did I buy the product? Did I do some intensive research prior to the purchase? What attracted me in this particular item? After that I will explain my perceptions of the marketing decisions that the organisation selling to me had made and finally I will conclude in what ways the selling organisation might have marketed to me more effectively and I will justify my suggested improvements.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Other editions - View all
active customers Advanced HAD imaging brands camera section Compact and feature Conclusions Consumer Research Credit Card customer pyramid customer service decisions that SONY discount and various docking station electronic Elements of Customer Europe father purchased feature rich Fortress store give a professional hand camera Handy cam High quality product Hong Kong hybrid Swivel Screen imaging device important buying behaviour improve Inactive customers Information search infrared recording system Jobber Journal of Consumer leaflet Lecture Slides marketing capabilities marketing decisions Marketing Mix multimedia stores Opportunities and Threats perfect camcorder person or companies problem awareness purchase evaluation purchase the camera quality and convenience salesman Screen LCD display Semiconductors shops Shot image stabilization Shot Plus infrared Sony cameras Sony hand Steady Shot image Strong sales stylish Suggestions how SONY Super Night Shot Super Steady Shot Swivel Screen LCD SWOT analysis televisions various accessories video camera warm and welcoming welcoming indication