A Report of Consumer Behavior

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EXECUTIVE SUMMARY

This report is about the Forecasting and modeling within the Basics of Consumer Research & Consumer Behavior MKT 201,which is about the demand of the short messaging service(SMS) before/ during/ after Teachers’ Day in china.

The following aspects are included in the article: the introduction of Teachers’ Day, the list of Figures about the short messages service of the China Mobile Communications Corporation (“CMCC”), China Unicom(“CU”), China Telecom(“CT”) ,preferences analysis, forecasting trends, survey in the operator selection,the comparison before/during/after Teachers’ Day.etc.

Since the policy of reform and opening up,China’s economy grows up rapidly,and China’s telecommunications industry has changed dramatically,becoming one of the tastest-growing and the most potential industries.With the increasing competition and improvement of people’s living standard,consumers,facing the convenient environment,require to improve the speed of communication services increasingly.SMS as an important way to celebrate the festival and holidays will become one of the most convenient way people prefer to.

As to Teachers’ Day, In many countries, Teachers' Days are intended to be special days for the appreciation of teachers, and may include celebrations to honor them for their special contributions in a particular field area, or the community in general. The date on which Teachers' day is celebrated varies from country to country. Teachers' days are distinct from World Teachers' Day which is officially celebrated across the world on October 5.[1]

In the chart part, We can get a clearly SMS comparison among the three operators before/during/after Teachers’ Day.

After the analyzing the preferences selection among the CMCC, China Unicom, China Telecom. the so-called biggest market, China, has such kind of strength to hold it. And China’s communication marketing has some huge potential.

In China’s communication marketing,In general, each operator has the lengrh belong to itself .The discrepancy in the forecasting trends among the three operators have been narrowed. And they have a similar forecasting trend, which shows the increasing strength of them. What’s more, the special survey also prove it.

The operator selection about short message has an open-and-shut view,which has the share belong to itself.Of course,it is still making a different selection.

What is more.we can get a rough prediction by the chart which belongs to itself.Moreover,we could make a model reffered to the three of them. .

Methodology

1. THE CONSUMER BEHAVIOR

1.1 The methodology applied

This report will uses a combination of the researched and empirical analysis,these are included:literature studing ,charts analyzing,correlation analyzing,comparative analyzing.First of all,making a description about consumer behavior,then the analysis are made among the cosumers,companies,competitors.

1.2 Defining the consumer behavior

It is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

1.3 What is involved in the consumer and company analyses

The organization must be able to anticipate evolving consumer needs which requires a complete understanding of the product related behaviors of the market segments under consideration.  This will often require extensive primary research;

The firm must understand its ability to meet evolving customer needs better than the competition.  This involves evaluating all aspects of the firm ranging from its financial condition to its general management skills to its reputation.  This will generally involve both internal analyses as well outside assessments.

1.4 What is involved in the competitors analysis...
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