cc2114 consumer behaviour presentation of group project proposal n.
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  1. CC2114 Consumer BehaviourPresentation of Group Project Proposal Target Customer: Middle-classmothers from double income family in Hong Kong • Segmentation basis:Demographic – Income Group • Middle-class • Higher disposable income  affordable • Willing to spend more on their children • 2. Double income family • Feels sorry for not having enough time with kids • Compensation Give the best to them • Demographic – Gender Group • 1. Mothers • Final decision makers of purchasing behaviour in the family Crazy for Kids Related Products Group 201B Fung Ka Yi, Ka (10122350A) Leung Wing Lam, Claire (10001502A) Lit Yuk Po, Yobo (10065988A) Wong Kit Hing, Kit (10081626A) Yeung Wing Lo, Karen (10833336A) Yu Pui Ching, Kimi (10839673A)

  2. Consumer behaviour of the selected segment • Clothes • Purchase clothes for kids that are similar to adult’s  develop a joyful emotions (Attitude) • Go on forums to look for information (Understanding) • Toys • Generation X  prefer their familiar cartoon characters (Environment – Social Stimuli - cultures) • Judge whether the toys are safe or not (Evaluating) • Supplementary teaching materials • Include tutorial classes, interest groups and teaching materials • Arrange a path to success for kids  a mood of reassurance (Attitude) • Compare the educational values of different kinds of classes (Deciding) • Increasing popularity of those classes (Affected by subjective norm)