Project Form English

TRƯỜNG ĐẠI HỌC HOA SEN UNIVERSITÉ HOASEN – HOASEN UNIVERSITY

Tên môn học : Hành vi người tiêu dùng Giảng viên : ThS. Hoàng Đức Bình Sinh viên thực hiện :1. Họ Và Tên – Mã số SV 2. Họ Và Tên – Mã số SV 3. Họ Và Tên – Mã số SV 4. Họ Và Tên – Mã số SV 5. Họ Và Tên – Mã số SV 6. Họ Và Tên – Mã số SV 7. Họ Và Tên – Mã số SV 8. Họ Và Tên – Mã số SV

Tháng/Năm

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Project on

Consumer Behavior

Developed by

Name

1. Họ Và Tên – Mã số SV 2. Họ Và Tên – Mã số SV 3. Họ Và Tên – Mã số SV 4. Họ Và Tên – Mã số SV 5. Họ Và Tên – Mã số SV 6. Họ Và Tên – Mã số SV 7. Họ Và Tên – Mã số SV 8. Họ Và Tên – Mã số SV

Reg. No.: MK202D082XX

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Consumer Behavior (Project Title)

Start date:

:

June1, 2003

End date: June 3, 2003 Name of coordinator

: Hoang Duc Binh, MBA

Date of submission

: June 4, 2003

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Acknowledgement

I have benefited a lot from the feedback and suggestions given to us by Mr. Alex Norton and other faculty members.

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Consumers and Customers

In this section, the student is expected to mention:

• • •

The different buyers for the product. The different users of the product – self, family, friends, business clients, office staff, etc. The difference between customers and consumers is to be brought out in this section.

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Major Firms and Brands

In this section, the student is expected to mention:

• • •

The major firms in the students' home country for the concerned product. The major brands. A brief note on their recent performance (in terms of market share or profitability)

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Needs and Features

In this section, the student is expected to mention:

• •

The different buyers needs for the product. For instance a customer may buy a new shirt in order to keep up with fashion trends, because the customer needs new clothes or to gift to somebody else. The product features that the customer considers to be important in order to satisfy the abovementioned needs. Please note, that different consumers may have different needs and thus different consumers may require different product features. Try to mention these different needs and the corresponding product features.

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Cultural Factors

In this section, the student is expected to mention:

• •

How cultural factors affect consumer choices for the product. Specifically how culture, sub-culture, cross-culture and social class affect consumer behavior for the particular product.

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Personal Factors

In this section, the student is expected to mention:

• •

How personal factors affect consumer choices for the product. Specifically how reference groups, family, age, lifecycle stage, occupation, economic circumstances and lifestyle affect consumer behavior for the particular product.

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Psychological Factors

In this section, the student is expected to mention:

• •

How psychological factors affect consumer choices for the product. Specifically how motivation, perception, personality, self-image, learning and attitudes affect consumer behavior for the particular product.

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Company Strategies

In this section, the student is expected to mention:

• •

What sort of customers the firms are trying to attract. Different firms may be targeting different customer profiles. For instance, an apparel manufacturer might be designing clothes specifically for teenagers or working executives. The strategies would thus differ considerably. How the companies aim to be successful in attracting a particular class of consumers. For instance, if a company is trying to attract middle-income consumer groups, the pricing should be done accordingly.

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