Buyer Behaviour
| 2010 | | Colgate-Palmolive Company |
PRODUCT ANALYSIS | LECTURER: Le Khac Huy GROUP: 1 MARKETING DEPARTMENT: Nguyen Cam Tu (S3230474) La Vo Khanh Vy (S3246084)
Pham Hoang Oanh (S3210309)
Tran Thi My Dung (S3231518)
Pham Viet Anh Vy (S3246087)
Nguyen Trong Anh (S3192382)
|
RMIT International University Vietnam
Bachelor of Commerce Program
ASSIGNMENT COVER PAGE
Your assessment will not be accepted unless all fields below are completed Subject Code: | MKTG1253 | Subject Name: | Buyer Behaviour | Location where you study: | RMIT Vietnam – City Campus | Title of Assignment: | Product Analysis | File(s) Submitted | ColgateAnalysis_G1 | Student name and Student Number: | Nguyen Cam Tu (S3230474)La Vo Khanh Vy (S3246084)Pham Hoang Oanh (S3210309)Tran Thi My Dung (S3231518)Pham Viet Anh Vy (S3246087)Nguyen Trong Anh (S3192382) | Student Email Address: | S3230474@rmit.edu.vnS3246084@rmit.edu.vnS3210309@rmit.edu.vnS3231518@rmit.edu.vnS3246087@rmit.edu.vnS3192382@rmit.edu.vn | Learning Facilitator in charge: | Le Khac Huy | Assignment due date: | 25/08/2010 | Date of Submission: | 25/08/2010 | Late Submission Approval | N/A | Number of pages including this one: (Please number your pages like this: page 1 of 7, page 2 of 7, etc) | 26 | Word Count: (Main Content) | 3,231 | -------------------------------------------------
Table of Content Executive Summary 4 1. Introduction 5 2. Target market and positioning 6
2.1 Target market 6
2.1.1 Demographic 6
2.1.2 Psychographic 6
2.1.3 Behavioral 6
2.2 Potential target market 6
2.3 Positioning 7
2.4 Evaluating Criteria 7 3. Consumer decision making process 10
3.1 Purchase Involvement 10
3.2 Information search 11
3.2.1 Internal search 11
3.2.2 External search 11
3.2.3 Decision Alternatives 12
3.2.4 Marketing strategies based on information-search patterns 12
3.3 Evaluating different brands in this product
PRODUCT ANALYSIS | LECTURER: Le Khac Huy GROUP: 1 MARKETING DEPARTMENT: Nguyen Cam Tu (S3230474) La Vo Khanh Vy (S3246084)
Pham Hoang Oanh (S3210309)
Tran Thi My Dung (S3231518)
Pham Viet Anh Vy (S3246087)
Nguyen Trong Anh (S3192382)
|
RMIT International University Vietnam
Bachelor of Commerce Program
ASSIGNMENT COVER PAGE
Your assessment will not be accepted unless all fields below are completed Subject Code: | MKTG1253 | Subject Name: | Buyer Behaviour | Location where you study: | RMIT Vietnam – City Campus | Title of Assignment: | Product Analysis | File(s) Submitted | ColgateAnalysis_G1 | Student name and Student Number: | Nguyen Cam Tu (S3230474)La Vo Khanh Vy (S3246084)Pham Hoang Oanh (S3210309)Tran Thi My Dung (S3231518)Pham Viet Anh Vy (S3246087)Nguyen Trong Anh (S3192382) | Student Email Address: | S3230474@rmit.edu.vnS3246084@rmit.edu.vnS3210309@rmit.edu.vnS3231518@rmit.edu.vnS3246087@rmit.edu.vnS3192382@rmit.edu.vn | Learning Facilitator in charge: | Le Khac Huy | Assignment due date: | 25/08/2010 | Date of Submission: | 25/08/2010 | Late Submission Approval | N/A | Number of pages including this one: (Please number your pages like this: page 1 of 7, page 2 of 7, etc) | 26 | Word Count: (Main Content) | 3,231 | -------------------------------------------------
Table of Content Executive Summary 4 1. Introduction 5 2. Target market and positioning 6
2.1 Target market 6
2.1.1 Demographic 6
2.1.2 Psychographic 6
2.1.3 Behavioral 6
2.2 Potential target market 6
2.3 Positioning 7
2.4 Evaluating Criteria 7 3. Consumer decision making process 10
3.1 Purchase Involvement 10
3.2 Information search 11
3.2.1 Internal search 11
3.2.2 External search 11
3.2.3 Decision Alternatives 12
3.2.4 Marketing strategies based on information-search patterns 12
3.3 Evaluating different brands in this product