International consumer behavior

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International consumer behavior

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Abstract

The function of this product is to limit the evaporation for up to 12 hours and also, avoid redness, moisturizes and irritations of the eyes. It's a new lubricant with an exclusive natural formula. This oil repairs the daily attacks and restore the natural protection on the eye (avoiding the dry and red eyes). The daily attacks are the pollution, the environment (particularly during the spring), the smoky places and the sun exposition. It's totally natural (that avoids negative side effects) and the results are better than the competitors in term of time period (efficient during 12 hours, compare to the competitors, it is 4 hours more). The new button system allows to the users to not care about the measure: it is only one press. This function removes the fear of the surplus of drops in the eyes and reassures the customers (it is also comfortable in term of using).

Launch a new product
1. What is its function?
2. Who is the target audience?
3. How is the product or service acquired, used, and disposed?
Analyze the macro consumer picture
1. Be very country-specific
2. Population
3. Economics
4. Usage
Analyze the micro consumer picture
1. How would you uncover and use the segmentation information about your target audience?
From the 'consumer looking out' perspective, how would you use such factors as motivation, exposure, knowledge, attitude formation, problem recognition, judgment and decision making, etc.?
From the 'marketer looking in' perspective, what information and techniques would you tell or instruct your sales force / advertising agency / store designer / marketing team / public relations agency / etc. in order to improve sales or increase usage?

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[...] “Japan is ranked 20th best in the world in the 2010 Environmental Performance Index.”(5) The changing trends in the Japanese consumer behavior The Japanese are really influenced by the way of occidental life (above all in the middle and upper class of the population). They eat occidental products, foreign wines and buy luxurious international brands. The fashion and luxurious brands are successful and really implemented in the country (with exclusive boutiques). Japanese girls have more and more surgeries for changing their eyes : they want to look like the occidental women (with round eyes). [...]

[...] Be very country-specific. Overview: Japan is an island country located in the Pacific Ocean and composed of 6852 islands. The population is about 128 million people. Tokyo is the largest metropolitan with about 30 million people. It is a country which is composed mainly by urban areas and the level of pollution is high. The Japan has the world's second largest economy by nominal GDP. It is an Asian country which is represented among the occidental countries in G8. Analysis of the Japanese market (Social / economical / cultural / political) - Economical environment All the westerns were impressed by the figures of Japan before the recession (it was called a "Japanese miracle"). [...]

[...] Period of crisis : the systems that allows savings are chosen by the customers Question 2 : Analyze the micro consumer picture How would you uncover and use the segmentation information about your target audience? The target audience We are going to target the 18 27 years old who are afraid by many facts and need physical security and safety (they are impacted by the pollution and the effects on the health) and the 35 50 years old who are independent but quest for emotional security. [...]

[...] It is important to forecast the future ecological trend. Our product should be recyclable. The original formula is already 100% natural. It is a competitive advantage compare to our competitors. - The language : We need to adapt our product with a new packaging (colors, translations, etc . ) in order to be understood clearly and without ambiguity of the population talk in Japanese). - The distribution and the idea of “premium” : We need to work on the future distribution network. [...]

[...] Japan has developed an environment policy in term of waste. Our product cans be recycling easily because we have the experience concerning the materials that we have to use. It is in our policy and commitments to propose a product which cans be reused. The Japanese lives in urbanized islands which are already polluted. It is becoming one of their concern because they are all the time confront with this kind of problems. Japan is 20th at the environmental performance index. Question 1 : Analyze the macro consumer picture. [...]

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