Lohas Consumer Behavior
TABLE OF CONTENTS
1. Section A 1 1.1. What is LOHAS? 1 1.2. Describe two LOHAS products. 1
2. Section B 2 2.1. Consumer decision process 2 2.1.1. Need recognition 2 2.1.2. Information search 2 2.1.3. Evaluation of alternatives 2 2.1.4. Purchase 3 2.1.5. Consumption 4 2.1.6. Post-consumption evaluation 4 2.1.7. Divestment 4 2.2. External influences 4 2.2.1. Culture 4 2.2.2. Social class 5 2.2.3. Family 5 2.2.4. Reference groups. 5 2.2.5. Situational influences 5
3. Section C 6 3.1. Target market 6 3.2. Marketing communication media 7
4. Section D 7 4.1. Compare and contrast 7 4.2. Argument 8
1. Section A
1.1. What is LOHAS?
LOHAS, standing for Lifestyles of Health and Sustainability, is a demographic defining a particular market segment related to health and environmental consciousness, personal development, sustainable living and social responsibility. It is a recognized market segment in the USA, Western Europe and South East Asia. LOHAS was originally founded in 2000 with estimated of $209 billion US marketplace for goods and services such as organic food, natural personal care products, hybrid cars, green building, natural household products… The LOHAS movement focuses on educating and providing resources for businesses and individuals on the market of healthy and sustainability. The number of LOHAS consumers has increased steadily, meaning that more and more people are aware of their health and the environment.
1.2. Describe two LOHAS products.
The product that is representative of extensive problem solving (high involvement) product is Hybrid car. It is a kind of vehicle that uses both a traditional engine (combustion) and a rechargeable system (typically operated by a battery). There are many advantages of hybrid car such as cleanness, lower emissions, better mileage, environmental protection… Because of these advantages, many new brands of hybrid car have
1. Section A 1 1.1. What is LOHAS? 1 1.2. Describe two LOHAS products. 1
2. Section B 2 2.1. Consumer decision process 2 2.1.1. Need recognition 2 2.1.2. Information search 2 2.1.3. Evaluation of alternatives 2 2.1.4. Purchase 3 2.1.5. Consumption 4 2.1.6. Post-consumption evaluation 4 2.1.7. Divestment 4 2.2. External influences 4 2.2.1. Culture 4 2.2.2. Social class 5 2.2.3. Family 5 2.2.4. Reference groups. 5 2.2.5. Situational influences 5
3. Section C 6 3.1. Target market 6 3.2. Marketing communication media 7
4. Section D 7 4.1. Compare and contrast 7 4.2. Argument 8
1. Section A
1.1. What is LOHAS?
LOHAS, standing for Lifestyles of Health and Sustainability, is a demographic defining a particular market segment related to health and environmental consciousness, personal development, sustainable living and social responsibility. It is a recognized market segment in the USA, Western Europe and South East Asia. LOHAS was originally founded in 2000 with estimated of $209 billion US marketplace for goods and services such as organic food, natural personal care products, hybrid cars, green building, natural household products… The LOHAS movement focuses on educating and providing resources for businesses and individuals on the market of healthy and sustainability. The number of LOHAS consumers has increased steadily, meaning that more and more people are aware of their health and the environment.
1.2. Describe two LOHAS products.
The product that is representative of extensive problem solving (high involvement) product is Hybrid car. It is a kind of vehicle that uses both a traditional engine (combustion) and a rechargeable system (typically operated by a battery). There are many advantages of hybrid car such as cleanness, lower emissions, better mileage, environmental protection… Because of these advantages, many new brands of hybrid car have