small report consumers markets and buyer behavior durex
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Small Report
Consumers Markets
and Buyer Behavior
DUREX
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Page 3
brand of condoms
personal lubricants
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1) Culture
secretive view of sex
not
recognized.
hesitation and fear
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2) Subculture
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3) Social Class
1) Groups and Social Networks
a) Group Membership
group
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- Aspirational group:
- Reference group:
b) Social networks:
- Online Social Network:
Group này không hề trend
Group tinh tế
- Buzz Marketing
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- Social media sites:
Facebook,
Youtube, Insta,...
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Opinion leaders:
ở
2) Family
- Family planning:
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Sex education:
3) Role and Status
1) Age/ Life cycle
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2) Occupation / Income
3) Lifestyle
Activities:
Hobby:
Opinion:
Self and Personality:
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1) Perception
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Selective retention
2) Learning
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3) High Involvement Purchase
4) Beliefs and Attitudes
a) Beliefs
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b) Attitudes
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1) Commercial Sources
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types of condoms
Fun & Adventure
Feeling & Intimacy
- Performance series.
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2) Public Sources
TV or in newspapers.
3) Personal Sources
words of mouth
1) Other products
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2) Other brands
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Customer dissatisfactions after buying Durex products can be:
Durex Marketing staff have run a lot of campaigns to build relationships,
which is geared towards customer satisfaction and maintain them:
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