Kooknam Han s Xue Feng s Tadaaki hongo s Sau Man Tang s

Society in 2020 Demographical change: World population Aging population Environmental change: Lack of natural resources Destruction of environmental secure Economic change: Equity problem Inflation

Demographical change (population) (Lutz, Sanderson & Scherbov, 2001)

Economic change (inflation) (Braun, 2008) (Lutz & Meyer, 2009)

Marketplace and consumers Market place: developed countries & middle income group in the developing countries Consumers: people with serious & chronic illness

Check conditions of patients blood sugar, blood pressure, cholesterol, temperature, skin allergy, pulse rate, total protein For patients who suffer from diabetes, heart-related disease, adult disease. Transmit patient’s information to doctor can effectively manage disease

i-safe communication

The marketing mix Product: Medical device “i-safe” Price: $500 Place: hospital, medical shop Promotion: advertising in hospital, online, newspaper & medical magazine

Target market Target market will be patients who have chronic disease which need to be managed regularly (diabetic, hypertensive, heart patient) in the developed countries & middle level of income people in the developing countries. The increasing number of elderly people will have concern about their personal health so this product is perfectly suitable for their demand

Positioning Position “i-safe” as a must have medical item for preventing illness and maintaining a healthy life. Emphasize convenience and importance of health through using i-safe customers can check their health condition anytime anywhere and prevent harmful situations occurring such as emergency surgery or death

The Consumer Decision Process Model a guide of consumers’ minds and helps marketers work on product mix, communication and sales strategies. Theory applied (Pellemans, 1993) Need Recognition Search for information Pre-purchase evaluation Purchase Consumption Post-purchase evaluation

The Consumer Decision Process 1. Need recognition - perceiving a need - Consumers buy things when they believe a product’s ability to solve a problem is worth more than the cost. 2. Search for information - Seeking value - collect the features of our product.

3. Pre-purchase evaluation - Assessing the value - Choice alternatives are evaluated 1) the knowledge of how i-safe works 2) their motivation and involvement. 4. Purchase 5. Consumption

6. The post-consumption evaluation - Strongly related to whether consumers’ expectations are matched by perceived performance. - Convenience (Robinson & Doss, 2011)

Theory – does not apply Unconscious motivation : - individual is unaware of what motivates them to take action. - why they do the things they do by Freud. How does it link to purchasing behavior ? - Sometimes nowadays, consumers are unaware of why they will purchase what they don’t need. (Ziems, 2004)

Why buy things don’t need???

In 2020, consumers are motivated by conscious motivation > unconscious motivation in purchasing behavior. Customer conscious motivation: - Behaviors activation to satisfy physiological & psychological needs. - Customers buy products because they know the product help achieve needs. (Visser & Merikle, 1999)

Why unconscious motivation for purchasing behavior doesn’t apply in 2020? Unconscious motives : - comes from biological factors. - affected by environments. - can be controlled or prevent if individuals aware of its existence & know how to control by Abraham Maslow. (Cullen, 1997)

Changing in the environments: 1) Economic factor: inflation decreasing purchasing power opportunity cost of purchase increases.

Changing in the environments: 2) Information technology: advanced technology information explosion learn to be smart.

Consumers purchase our product only of… Health Need !!!

The future 50 years Nobody knows!! Changing world population Changing technology Changing environment

Aging population (60 years old) China, US, Europe: 30% South Korea, Japan:40% (Goldstone, 2010)

Equity

Product modification Product changes: - More functions (cardiovascular disease, HIV, some cancers) - Developing countries ( free to local people by government) Adapt to changing environment in 2050 : - Aging population - Equity problem

Conclusion Environment in 2020 Our product Theory applied (the consumer decision process) Theory doesn’t apply (unconscious motivation) Environment in 2050

Any questions??