CHANEL No 5 (샤넬 넘버5) 소비자 행동 보고서(A+자료) [마케팅, 시장분석, 소비자분석, 경쟁사분석, 전략 수립, 대안 제시]

소개

서울 한*대 경영대 소비자 행동 강의의 final report입니다.
샤넬 넘버 5를 분석하고, 소비자 행동을 분석하고, 대안까지 제시하는 영문 레포트입니다.

구글 검색통계를 활용한 문제 인식과 그에 맞는 strategy까지 제시하여 깊이 있게 분석한 레포트입니다.

목차

1. Introduction
1)Chanel No.5
2)Scent
3)Names
4)Symbols and logos
5)Packaging

2. Consumer behavior theories
1)Decision making
2)Balance theory
3)Comprehension

3. Problem recognition
1)Imbalance between uniqueness and mass-selling
2)Brand obsolescence

4. Suggestion and measurement of the program
1)Brand revitalization
2)Measurement of the program

본문내용

3 Problem recognition
3.1 Imbalance between uniqueness and mass-selling
Concerning the motives for consuming luxury brands, it has to be stated that the notion of “buying to impress others” still more or less serves as a strategic principle for the marketing management of luxury brands (Berry 1994; Dittmar 1994; Corneo and Jeanne 1997; Vigneron and Johnson 1999, 2004; O‘Cass and Frost 2002). Particularly, when it comes to perfumes, the pursuit of impressing others becomes the mainly considered determinant in consumers’ decision making process. In this sense, uniqueness value is significant in the fragrance industry since a unique brand and differentiated fragrance have a strong correlation with “impressing others”. Thus, rareness of a brand and a fragrance enhances the consumer’s desire and preference for a brand. However, the balance between being a unique cultural icon and an object of mass-market appeal is delicate business. Especially, when it comes to luxury brands, Chanel No. 5 had achieved the former title, but has been struggling balancing with the latter element.

참고자료

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