Question

project written report

To do a marketing plan of the business venture for lanuching a new consumer product in HongKong market. New consumer producta are those not present or launched within 3 months in HongKong.

the new consumer products is Camping gears

The written report should include the following elements :
Specific consumer behaviour of the chosen segment(s)

report plan:

Consumer Behavior of the target Customer
Consumer Behavior-Factors: Social and Psychological Bases
Consumer buying decision behaviour: Complex Buying Behaviour

about 500 words

could you written by computer not by hand,Because I can't see very clearly

Answer 1

To do a marketing plan we first need to define the business and know the idea clearly.
understand the geography clearly, understand the needs and wants of people. Without understanding these things you can't do a consumer survey.

Let's first understand camping gear and who would a potential customer.
Camping gear -
1 a place where tents, cabins, or other temporary structures are erected for the use of military troops, for training soldiers, etc.

2 the military life.

3 tents, cabins, etc., used as temporary lodgings by a group of travellers, holiday-makers, Scouts, Gypsies, etc.

To understand Consumer behaviour we need to take a survey or provide questions and try and get true answers for them. You can also stay between them and understand their behaviour, needs, desire and wants about the product.

Let's begin with Traveller and tourist who come to hong kong and orders such camping gear.
Socail Factors -

• Geography: HongKong, china
• Ethnicity: Latinos, Asian Americans, African Americans, etc.
• Religion: Buddhism, Taoism and Confucianism
• Nationality: Italians, Indians, Chinese
• Occupation: military, technology worker, state department, clergy, educator, etc.
  
  Define social class.
  Example, this is a social class from USA
  
  

  The reference group can influence an individual in several ways:

• Role expectations: Reference groups prescribe a role or way of behaving based on the situation and one’s position in that situation. For example as atourist you want as much adventure you can get. You also want good quality tent.
• Conformity: Conformity the way we modify out behavior in order to fit in with group norms. Norms are “normal” behavioral expectations that are considered appropriate within the group. To illustrate, in a school lecture setting, you might conform to the group norm of raising your hand to make a comment or question, rather than shouting out to the teacher.
• Group communications through opinion leaders: As consumers, we are constantly seeking out the advice of knowledgeable friends or acquaintances who can provide information, give advice, or even make the decision for us. In some product categories, there are professional opinion leaders who are easy to identify, such as auto mechanics, beauticians, stock brokers, or physicians. In a school setting, an opinion leader might be a favorite teacher who does a good job explaining the material, a popular administrator who communicates well with students and parents, or a well-liked fellow student who is willing to assist when peers ask for help–or all of these individuals.
• Word-of-mouth influence: Consumers are influenced by the things they hear other people say. This is “word-of-mouth” communication. It happens every time you ask someone for a recommendation or an opinion about a product or service, and every time someone volunteers an opinion. Do you know a good dentist? Where should we go for lunch? Have you heard that new song from . . . ? Not surprisingly, research consistently shows that word-of-mouth information from people they know is more credible than advertising and marketing messages. Word-of-mouth influence in the school reference group example might include students discussing which Spanish instructor is better, or where to shop for a dress to wear to the homecoming dance.
  
  So we would have to define all these 4 things for them
  
  
  Now let's come to psychological factors.
  
  
  Once are aware that on which level of this pyramid are customers are it would be easier to understand their needs.

  Let us understand the effect of psychological factors on consumer behaviour:

  1. Motivation - To enjoy a holiday trip with family or friends
  2. Perception- What an individual thinks about a particular product or service is his/her perception towards the same. For someone a XYZ tent might be the best quality while for others it could be just one of the best brands available.
  Individuals with the same needs might not purchase similar products due to difference in perception.
  
  

  There are three different processes which lead to difference in perception:

• Selective Attention - Selective attention refers to the process where individuals pay attention to information that is of use to them or their immediate family members. An individual in a single day is exposed to numerous advertisements, billboards, hoardings etc but he is interested in only those which would benefit him in any way. He would not be interested in information which is not relevant at the moment.
• Selective Distortion - Consumers tend to perceive information in a way which would be in line to their existing thoughts and beliefs.
• Selective Retention - Consumers remember information which would be useful to them, rest all they forget in due course of time. Michael wanted to purchase a watch for his wife and thus he remembered the RADO advertisement which he had seen several days ago.

• 3.Learning

  Learning comes only through experience. An individual comes to know about a product and service only after he/she uses the same. An individual who is satisfied with a particular product/service will show a strong inclination towards buying the same product again.

  
  
  Understanding Consumer Behaviour: The Four Factors
  In general, there are four factors that influence consumer behaviour. These factors impact whether or not your target customer buys your product. They are cultural, social, personal and psychological.
  Ask relevent questions like -
• 1. How Do Cultural and Social Factors Play a Role in Consumer Behaviour?
  2.How Do Personal Factors Play a Role in Consumer Behaviour?
  3. How Do Psychological Factors Play a Role in Consumer Behaviour?