BuyerBehaviourReport FINAL
MKTG1052
BUYER BEHAVIOUR LF02 ASSIGNMENT 1
ATTENTION TO:
DR. DONALD TAN
GROUP MEMBERS: CHAN HUI YU SHERRI
3506028
TEO JIAMIN ESTHER
3505426
MICHELLE WONG WEI LIN
3506007
NG WEI HAO RAINER
3505980
SOH CHEE PING JUDITH
3506011
Contents
1
Market
2
Competitors
3
2.1
Direct Competitors
2.2
Indirect Competitors
Identification of Target Market(s)
3.1
3.1.1
Demographics
3.1.2
Psychographic
3.1.3
Behavioural
3.2
4
Primary Target Market
Segmentations
External Influences
4.1
Culture and Subculture
4.1.1
Culture Values
4.1.2
Subculture Values
4.2
Demographics
4.2.1
Age Structure
4.2.2
Income Levels
4.2.3
4.3
5
6
Group influence
4.3.1
Information Influence
4.3.2
Identification Influence
Internal Influences
5.1
Needs and Motives
5.2
Perception
5.3
Learning:
5.4
Lifestyle
Consumer Decision Making Process
6.1
Types and Sources of information
6.1.1
Types of information Sought
6.1.2
Amount of External Information Search
6.2
7
Occupation
Consumer’s Evaluation
6.2.1
Evaluation of different brands
6.2.2
Evaluation Criteria
6.3
How do consumers go about shopping for this product
6.4
Post Purchase Process
6.5
Product Disposal
6.6
Loyalty
Marketing Strategy
7.1
Marketing Mix
7.1.1
Product
7.1.2
Price
8
7.1.3
Promotion
7.1.4
Place
Evaluations & Recommendations
8.1
Evaluations
8.2
Recommendations
9
Conclusion
10.
Appendices
11.
References
12.
Journal Articles
1
Market
The revolution of smartphones has been swift and closely analysed in Singapore.
According to Infocomm Development Authority of Singapore, mobile penetration rate in
2012 increased to 151.8% with 3G Mobile subscriptions of approximately 6.4 million in the 4th
BUYER BEHAVIOUR LF02 ASSIGNMENT 1
ATTENTION TO:
DR. DONALD TAN
GROUP MEMBERS: CHAN HUI YU SHERRI
3506028
TEO JIAMIN ESTHER
3505426
MICHELLE WONG WEI LIN
3506007
NG WEI HAO RAINER
3505980
SOH CHEE PING JUDITH
3506011
Contents
1
Market
2
Competitors
3
2.1
Direct Competitors
2.2
Indirect Competitors
Identification of Target Market(s)
3.1
3.1.1
Demographics
3.1.2
Psychographic
3.1.3
Behavioural
3.2
4
Primary Target Market
Segmentations
External Influences
4.1
Culture and Subculture
4.1.1
Culture Values
4.1.2
Subculture Values
4.2
Demographics
4.2.1
Age Structure
4.2.2
Income Levels
4.2.3
4.3
5
6
Group influence
4.3.1
Information Influence
4.3.2
Identification Influence
Internal Influences
5.1
Needs and Motives
5.2
Perception
5.3
Learning:
5.4
Lifestyle
Consumer Decision Making Process
6.1
Types and Sources of information
6.1.1
Types of information Sought
6.1.2
Amount of External Information Search
6.2
7
Occupation
Consumer’s Evaluation
6.2.1
Evaluation of different brands
6.2.2
Evaluation Criteria
6.3
How do consumers go about shopping for this product
6.4
Post Purchase Process
6.5
Product Disposal
6.6
Loyalty
Marketing Strategy
7.1
Marketing Mix
7.1.1
Product
7.1.2
Price
8
7.1.3
Promotion
7.1.4
Place
Evaluations & Recommendations
8.1
Evaluations
8.2
Recommendations
9
Conclusion
10.
Appendices
11.
References
12.
Journal Articles
1
Market
The revolution of smartphones has been swift and closely analysed in Singapore.
According to Infocomm Development Authority of Singapore, mobile penetration rate in
2012 increased to 151.8% with 3G Mobile subscriptions of approximately 6.4 million in the 4th
References: Apple Inc. 2014. Environment. Available at Blackbox Research Pte Ltd. 2012. Smartphones In Singapore: A Whitepaper Release Global Habit. 2013. Use of Smartphones in 14 Asian Cities. [ONLINE] Available at: Infocomm Development Authority of Singapore. 2013. ANNUAL SURVEY ON Infocomm Development Authority of Singapore. 2014. Infocomm Industry Infocomm Jolene Otremba. 2012. Singaporeans go gaga over gadgets. [ONLINE] Available at: http://sbr.com.sg/mediamarketing/commentary/singaporeansgogagaovergadgets Killlian Bell. 2012. Networks Asia. 2013. Singapore smartphone and tablet penetration on the rise. [ONLINE] Prashant Saxena. 2013. Will the new iPhone divide Singapore into two consumer