Dcjs Sdn. Bhd. Consumer Behavior

Table of Contents

Executive Summary        

1.0        Introduction        

2.0 Factors Affecting Consumer Buying Behavior        

2.1 Internal Influences        

2.1.1 Perception        

1. Exposure        

2. Attention        

i.   Stimulus factors – physical characteristics of the advertisement        

ii.  Individual factors        

iii. Situational factors        

3. Interpretation        

4. Memory        

2.1.2 Motive, personality and emotion        

2.1.3 Attitudes        

2.2 External Influences        

2.2.1 Culture        

2.2.2 Sub-Culture        

2.2.2.1 Gender        

2.2.2.2 Occupation        

2.2.3 Natonal Culture        

2.2.4 Social Class        

2.2.4.1 Opinion Leaders (Trend Setter)        

2.2.4.2 Family        

2.2.4.3 Age        

2.2.4.4 Lifestyle        

3.0 Segmentation        

4.0 Optimum Segment        

5.0        Market Recommendation        

5.1 Based on perception        

5.2  Based on demographic and lifestyle        

5.3 Based on social class        

5.4 Emotional Appeal        

5.5 Relationship marketing        

6.0 Bibliography        

Executive Summary

DCJS Sdn. Bhd. is a company sell wide range of watches ranging from digital to normal watches. However, we would like to introduce our new range of product which is luxury watch. Our first luxury brand of watch will be ATOR. There a two influences which are external and internal influences that affecting the consumer behaviour in the luxury watch market.

In internal influences, consumers seem to value conscious but they are willing to pay more for the superior service and greater convenience with the purchase of luxury brand. There are 4 perspectives on measuring the perception of consumers which are exposure, attention, interpretation and memory. Besides that, the target market is often influenced by motive, personality and emotion. Our target market is generally value conscious but prudent on their spending. There are 3 component of attitude towards the consumers in the target market which is cognitive, affective and behavioural.

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