Bastogi, Benedetti, Frigerio, Nakaima, Nair, Patriarca

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Presentation transcript:

Bastogi, Benedetti, Frigerio, Nakaima, Nair, Patriarca Consumer Behavior Bastogi, Benedetti, Frigerio, Nakaima, Nair, Patriarca

Wear the beats https://www.youtube.com/watch?v=1S3eX4ehQ9k

Segmentation Demographics: Psychographics: Age  Young adults Gender  Unisex Psychographics: Personality / Self-concept  Unique and cool/sporty Lifestyle  Innovators or early adopters for brand new tech products Lifestyle = a pattern of consumption

Positioning + Earphones Sunglasses

The function of attitudes The functional theory: Utilitarian function: multitasking Value-expressive function: cool, young & sporty The ABC model: Feel  Do  Think

How do marketers change attitudes? Level of commitment: Identification The Elaboration Likelihood Model: Peripheral route to persuasion

Motivation & Lifestyle (1) Hedonic needs Expectancy theory  Desirable social outcomes Early Adopters/Late Adopters different needs Level of involvement  Emotional Purchase drivers  Instinct

Motivation & Lifestyle (2) Product to express social identity «Metro» consumer category Consumer values: Efficiency Status Self-esteem Aesthetic

Comments & Critics to Zungle Short-term strategy  Long-term = Utilitarian function Concerns about safety issues should be faced A comment about market segments, needs and values THANK YOU