“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.
Table of Contents
1. Overview
1.1 Abstract
2. Analysis and Evaluation
2.1 Personal buying behaviour
2.2 Perceptions of the marketing decisions that ‘Sony’ had made
2.3 Suggestions how SONY could have better marketed the purchased item
3. Conclusions and other notes
3.1 Conclusions
4. Bibliography
4.1 Bibliography
Objectives and Key Themes
The primary objective of this essay is to analyze the consumer decision-making process and marketing strategies through the personal experience of purchasing a Sony DCR-PC109E Handycam at the Fortress store in Hong Kong. The research focuses on identifying the behavioral stages of the buyer and evaluating the effectiveness of the marketing mix implemented by the brand and the retailer.
- Analysis of the consumer decision-making process and problem awareness.
- Evaluation of the '4-Ps' marketing mix (Product, Price, Place, Promotion).
- Application of SWOT analysis to assess brand positioning and strategic improvements.
- Examination of the 'Customer Pyramid' as a tool for consumer behavioral management.
- Integration of Jan Carlzon’s 'Moment of Truth' model to understand service encounters.
Excerpt from the Book
The important buying behaviour I was involved in
The purpose of me purchasing this camera was so that it allowed me to record nice memories of my stay in the Far East. Several years ago my father bought various electronic goods which included a Sony TV, Video and camcorder. I was aware the fact that Sony was a well established and market leading company, but the camera my father purchased went out of date as newer and more efficient cameras were available. Therefore I had decided to buy a new camera that had to be small, high tech and maintain its market value.
At that time only two brands were offering this type of gadget; Sony and JVC. As previous customers of Sony, myself and my family, we were fully satisfied with its quality and service and thus leading me to choose Sony over JVC.
After my friends returned from a recent vacation to the Far East they had bought back with them multimedia goods at which were 30% cheaper than they were in Europe. I have received an unexpected offer for a summer placement in Hong Kong which I wasn’t fully prepared for. Suddenly I was on the plain heading to Hong Kong, at that point I was more concerned with accommodation, the new culture, and of course the beautiful Asian girls waiting for me.
Few days later I had settled myself in quite nicely. During a lunch break at the office I came across a newspaper and decided to glance through it. The ‘Fortress leaflet’ came to my attention which was advertising the Sony hand camera. I confronted a colleague and asked general information about the ‘Fortress store’ and other places where I could buy similar products from. The colleague advised me that ‘Fortress’ is an ideal place to purchase electronic goods. On the same day after work the only thing on my mind was the camera and thus I became desperate to go to the city centre in order to distinguish and benchmark the electronic goods shops.
Summary of Chapters
Abstract: Provides an overview of the product features and the personal motivation behind the research and the purchase decision.
Personal buying behaviour: Details the chronological stages of the consumer decision-making process, including problem awareness, information search, and evaluation of alternatives.
Perceptions of the marketing decisions that ‘Sony’ had made: Analyzes the brand's performance using the 4-Ps marketing mix model and examines the impact of the retail environment.
Suggestions how SONY could have better marketed the purchased item: Utilizes SWOT analysis to identify strengths and weaknesses, offering strategic recommendations for improvement.
Conclusions: Summarizes the overall satisfaction with the product and introduces the 'moment of truth' model as a vital concept for future service improvement.
Bibliography: Lists the academic sources and lecture materials consulted during the research process.
Keywords
Sony DCR-PC109E, Fortress Store, Consumer Behavior, Marketing Mix, 4-Ps, SWOT Analysis, Customer Pyramid, Moment of Truth, Retail Management, Brand Strategy, Purchasing Decision, Electronic Goods, Market Positioning, Consumer Satisfaction, Hong Kong Market.
Frequently Asked Questions
What is the core subject of this essay?
The essay explores the marketing strategies and consumer behavior associated with the purchase of a Sony Handycam, documented through the author’s personal experience at a Fortress store in Hong Kong.
What are the central thematic areas covered?
Key themes include the consumer decision-making process, the 4-Ps of marketing, SWOT analysis for corporate strategy, and the implementation of customer relationship models.
What is the primary research objective?
The objective is to examine how marketing decisions influence a customer's purchase behavior and to identify potential improvements for Sony's marketing strategy in international markets.
Which scientific methods are employed?
The author utilizes standard marketing management frameworks, specifically the 4-Ps model, SWOT analysis, the Customer Pyramid, and Jan Carlzon’s 'Moment of Truth' theory.
What topics are discussed in the main body?
The main body evaluates the author’s personal buying journey, analyzes the retail service environment, and discusses how Sony can optimize its product distribution and promotion strategies.
Which keywords characterize the work?
The work is characterized by terms such as Consumer Behavior, Marketing Mix, SWOT Analysis, and Customer Relationship Management.
How does the author define the 'Customer Pyramid'?
The author describes it as a tool to visualize and categorize consumers into Active, Inactive, Prospects, Suspects, and the Rest of the World to improve service focus and profitability.
What is the 'Moment of Truth' in the context of this document?
It is defined as any moment a customer comes into contact with a business, serving as a critical opportunity to form an impression that can lead to either loyalty or dissatisfaction.
What recommendation does the author make regarding product availability?
The author suggests that Sony should ensure consistent global product launches, addressing the issue that new models were available in Hong Kong months before reaching the European market.
- 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
