Consumer Behaviour

Consumer Behavior

Final Report

Fall 2008

SATHIANVONGNUSAR PHENSIRI

Iiyama Osamu- Consumer Behavior

Ritsumeikan Asia Pacific University

Asia Pacific Management Department

Tel: 090-1194-1561

Email: phensa06@apu.ac.jp

17/11/2008

Final Examination Report

PROBLEM #1 “Role of consumer behavior analyis in marketing strategy”

Role 1 : Formulate Marketing Strategy.

From consumer behavior analysis, It has given marketers a better understanding of customer response or action in 3 stages; pre-purchase, purchase and post-purchase in order for marketer to be able to develop an appropriate level of marketing strategy. Marketing strategies cannot succeed without influencing consumer behavior and they cannot influence them without understanding them.

Role 2 : Implementing Marketing strategy

Based on Consumer behavior analysis, Marketing strategies are developed then marketing strategies involve in action by placing stimuli in the environment that will become part of target market’s environment and finally ultimately influence behavior.

Role 3 : Improve Marketing Strategy

Consumer behavior analysis helps firms and organizations improve their marketing strategies by understanding several issues so that marketers can adapt and continuously improve their marketing campaigns and marketing strategies to reach the consumer more effectively.

PROBLEM #2-1 “Sony case study”.

a.) Cultural meanings of Sony possessed by consumers in “Thailand”.

Exclusivity - In Thailand, people who possess of Sony products feel they are unique and exclusive or even superior than others.

Innovation - Sony is perceived as a company that sells latest high technology products or in other word they are like the pioneer in this industry.

Trustworthy - Thai people are given a trust in Sony product, they expect that Sony...