Small Report
Consumers Markets
and Buyer Behavior
DUREX



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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

- Buzz Marketing

Group tinh tế


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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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