“Compact and feature rich, the Sony DCR-PC109 MiniDV Handy cam is the perfect camcorder for people who demand quality and convenience. Featuring a large 2.5” hybrid Swivel Screen LCD display, Super Night Shot Plus infrared recording system, Super Steady Shot image stabilization, and a big 1.0 mega pixel Advanced HAD imaging device, the DCRPC109 provides all the punch of a camera twice its size.”(Fortress leaflet´07/2004) This statement taken from a ‘Fortress store’-leaflet, which was inside the South China Post newspaper, I was glancing through during my internship in Hong Kong last summer. Fortress is a well established, national company chain that specialises in electronic goods services, such as portable cameras, DVD players, Hi-fi systems, etc. all over Hong Kong. The leaflet was advertising the latest Sony hand camcorder, which was the smallest available camera on the market.
I decided to talk about this product because first of all I always wanted a unique hand camera that allows doing more than just take a picture and secondly I remember clearly all the various stages I went through before and during the purchase. To begin with, I am going to describe and explain firstly the important buying behaviours I have exhibited or was involved in. Why did I buy the product? Did I do some intensive research prior to the purchase? What attracted me in this particular item? After that I will explain my perceptions of the marketing decisions that the organisation selling to me had made and finally I will conclude in what ways the selling organisation might have marketed to me more effectively and I will justify my suggested improvements.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Overview
- Analysis and Evaluation
- Personal buying behaviour
- Perceptions of the marketing decisions that 'Sony' had made
- Suggestions how SONY could have better marketed the purchased item
- Conclusions
- Bibliography
- Conclusions and other notes
- Bibliography
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay examines the personal buying behaviour of the author when purchasing a Sony DCR-PC109E video camera. The author analyzes the stages of the consumer decision-making process they experienced, from problem awareness to post-purchase evaluation. Additionally, the essay explores the author's perceptions of Sony's marketing decisions, specifically considering the "4-Ps" of marketing (product, price, place, and promotion). Finally, the author offers suggestions on how Sony could have more effectively marketed the camera to them.
- Personal buying behaviour and the consumer decision-making process
- Sony's marketing strategies and the "4-Ps" of marketing
- Effectiveness of Sony's marketing efforts
- Suggestions for improving Sony's marketing strategies
- Analysis of the author's individual experience and preferences
Zusammenfassung der Kapitel (Chapter Summaries)
The essay begins with a description of the author's personal buying behaviour, outlining the stages they went through when purchasing the Sony video camera. The author discusses factors that influenced their decision, including the need for a unique hand camera, their prior experience with Sony products, and the availability of similar products at a cheaper price in Hong Kong. The essay then explores the author's perceptions of Sony's marketing decisions, analyzing the camera's design, features, and marketing materials. The author reflects on the role of product placement, pricing, and advertising in their purchasing decision.
Schlüsselwörter (Keywords)
This essay focuses on the personal buying experience, consumer decision-making, marketing strategies, product features, and the "4-Ps" of marketing (product, price, place, and promotion). The author utilizes the Sony DCR-PC109E video camera as a case study to illustrate their observations and recommendations.
- Quote paper
- BBA Hons European Management Hakan Goektuerk (Author), 2004, Personal buying behavior and marketing decisions, Munich, GRIN Verlag, https://www.grin.com/document/47341
