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TRƯỜNG ĐẠI HỌC HOA SEN

UNIVERSITÉ HOASEN – HOASEN UNIVERSITY

Tên môn học : Hành vi người tiêu dùng


Giảng viên : ThS. Hoàng Đức Bình
Sinh viên thực hiện :1. Họ Và Tên – Mã số SV
2. Họ Và Tên – Mã số SV
3. Họ Và Tên – Mã số SV
4. Họ Và Tên – Mã số SV
5. Họ Và Tên – Mã số SV
6. Họ Và Tên – Mã số SV
7. Họ Và Tên – Mã số SV
8. Họ Và Tên – Mã số SV

Tháng/Năm

Project Booklet 1
Project on
Consumer Behavior

Developed by

Name
1. Họ Và Tên – Mã số SV
2. Họ Và Tên – Mã số SV
3. Họ Và Tên – Mã số SV
4. Họ Và Tên – Mã số SV
5. Họ Và Tên – Mã số SV
6. Họ Và Tên – Mã số SV
7. Họ Và Tên – Mã số SV
8. Họ Và Tên – Mã số SV

Reg. No.: MK202D082XX

Project Booklet
2
Consumer Behavior
(Project Title)

Start date: : June1, 2003

End date: June 3, 2003

Name of coordinator : Hoang Duc Binh, MBA

Date of submission : June 4, 2003

Project Booklet 3
Acknowledgement

I have benefited a lot from the feedback and suggestions given to us by Mr. Alex Norton and other
faculty members.

Project Booklet
4
Consumers and Customers

In this section, the student is expected to mention:


• The different buyers for the product.
• The different users of the product – self, family, friends, business clients, office staff, etc.
• The difference between customers and consumers is to be brought out in this section.

Project Booklet 5
Major Firms and Brands

In this section, the student is expected to mention:


• The major firms in the students' home country for the concerned product.
• The major brands.
• A brief note on their recent performance (in terms of market share or profitability)

Project Booklet
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Needs and Features

In this section, the student is expected to mention:


• The different buyers needs for the product. For instance a customer may buy a new shirt in order
to keep up with fashion trends, because the customer needs new clothes or to gift to somebody
else.
• The product features that the customer considers to be important in order to satisfy the
abovementioned needs. Please note, that different consumers may have different needs and thus
different consumers may require different product features. Try to mention these different needs
and the corresponding product features.

Project Booklet 7
Cultural Factors

In this section, the student is expected to mention:


• How cultural factors affect consumer choices for the product.
• Specifically how culture, sub-culture, cross-culture and social class affect consumer behavior for
the particular product.

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Personal Factors

In this section, the student is expected to mention:


• How personal factors affect consumer choices for the product.
• Specifically how reference groups, family, age, lifecycle stage, occupation, economic circumstances
and lifestyle affect consumer behavior for the particular product.

Project Booklet 9
Psychological Factors

In this section, the student is expected to mention:


• How psychological factors affect consumer choices for the product.
• Specifically how motivation, perception, personality, self-image, learning and attitudes affect
consumer behavior for the particular product.

Project Booklet
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Company Strategies

In this section, the student is expected to mention:


• What sort of customers the firms are trying to attract. Different firms may be targeting different
customer profiles. For instance, an apparel manufacturer might be designing clothes specifically for
teenagers or working executives. The strategies would thus differ considerably.
• How the companies aim to be successful in attracting a particular class of consumers. For instance,
if a company is trying to attract middle-income consumer groups, the pricing should be done
accordingly.

Project Booklet 11

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