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

2. Wear the beats

3. 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

4. Positioning +
Earphones
Sunglasses

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

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

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

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

9. 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
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