Subcultures
A group which includes four elements:
Attitudes: Star Trek fans
Value: Prefer to put creative products in their houses
Background: Who need to prepare a gift for someone else
Lifestyle: Adding salt or pepper on their food
Information sources
In Dude website, there are some comments about Star Trek Shaker. It strongly recommends the product to the Star Trek fans who are “a die hard Trekkie, a die hard Nimoy …show more content…
Therefore, it is a kind of rating organization.
Decision-making process
Need recognition : result of an imbalance between actual and desired states.
After watching the Star Trek, he became a crazy fan of Spock and Capitan Kirk. He really wants to buy some products about it in order to memory them.
Information search: consumers search for information about the various alternatives available to satisfy.
He types “Spock and Kirk” into Amazon. He tries to find some cheap products about Spock and Kirk
Evaluation of alternatives: examining alternative advantages and disadvantages along important product attributes.
He finds a Spock and Kirk slat and pepper shaker set. He loves adding salt and pepper on his food, so he thinks that this is the best choice for him.
Purchase: pay for your product
He pays through his credit card without hesitation.
Postpurchase behavior: the behavior after a product purchase
After purchasing the product, he really likes it and uses it everyday. He considers to buy another one next time as a gift to his nephew who is also a big fan of Star