컨벤션 소비자 행동분석

컨벤션 소비자 행동분석
목차
1. Convention consumer behavior analysis

2 Convention consumer decision making process

3. Selecting convention destination and participation motives

Convention
Consumer
Convention
participants
Convention
Host

1. Importance of convention consumer behavior analysis
Consumer needs
Experience, Subjective decision
complexed
Marketing strategy is needed
2. Structure of Consumer behavior analysis
3. Factors affecting consumer behavior

Cultural factors
Historical heritage , life style

Influencing
Values, Possessions
(Convention products , services, the way of acting,
participation of individuals)
3. Factors affecting consumer behavior

Cultural factors
Ex)
G P Telecom
MP3
Korean market
German market
3. Factors affecting consumer behavior

2. Social factors
social class
Permanent and homogeneous group
The factors that determine status:
Property, income, job, education level and social ties
Social class is not static but dynamic.
Ex. Lexus CF
Warner’s Index of Status Characteristics
....

[ppt/pdf]컨벤션 소비자 행동분석