Consumer Behaviour
CHARLES STURT UNIVERSITY
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A report on internal and external influences on consumer behaviour in Lacoste
Student ID: 11464575
Student Name: Luan Truong NGUYEN
MKT 510 Assignment 2
Lecturer: A. Bull
JAN 27 2011
EXECUTIVE SUMMARY
There are three main aims of this report. It aims to provide a better understanding about the impact of internal and external factors on consumer behaviour. In so doing, Lacose, which produces apparel, was chosen for this. At first, it will examine the segmentation and identify target market for the company. The second purpose is to explain the role of internal and external factors affecting consumer purchasing decision on Lacoste. Due to space limit, only three factors will be considered: two internal factors of perception and motivation and one external factor of lifestyle. Another aim is to make the recommendations for establishing market strategies. Research for this report included a review of current marketing literature and some effective strategies for the future of Lacoste.
The results of the analysis are: * The market segmentation by the Lacoste company are 45-50 year old people, belonging to the high society and the young people from suburbs * The target market for the company is young people with luxury lifestyle * Internal and external factors have a significant impact on consumer behaviour which has been proven in the success in marketing strategy of Lacoste It is clear that Lacoste has got some success from its knowledge about internal and external factor. However, Lacoste must take consideration to some recommendations below to have the better marketing strategy: * More promotions and a beautiful website should be used to increase perception of consumer * Increasing price can have a positive impact on motivation and demand for lifestyle
TABLE OF CONTENT page 1. Introduction 1 2.1. Background of
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A report on internal and external influences on consumer behaviour in Lacoste
Student ID: 11464575
Student Name: Luan Truong NGUYEN
MKT 510 Assignment 2
Lecturer: A. Bull
JAN 27 2011
EXECUTIVE SUMMARY
There are three main aims of this report. It aims to provide a better understanding about the impact of internal and external factors on consumer behaviour. In so doing, Lacose, which produces apparel, was chosen for this. At first, it will examine the segmentation and identify target market for the company. The second purpose is to explain the role of internal and external factors affecting consumer purchasing decision on Lacoste. Due to space limit, only three factors will be considered: two internal factors of perception and motivation and one external factor of lifestyle. Another aim is to make the recommendations for establishing market strategies. Research for this report included a review of current marketing literature and some effective strategies for the future of Lacoste.
The results of the analysis are: * The market segmentation by the Lacoste company are 45-50 year old people, belonging to the high society and the young people from suburbs * The target market for the company is young people with luxury lifestyle * Internal and external factors have a significant impact on consumer behaviour which has been proven in the success in marketing strategy of Lacoste It is clear that Lacoste has got some success from its knowledge about internal and external factor. However, Lacoste must take consideration to some recommendations below to have the better marketing strategy: * More promotions and a beautiful website should be used to increase perception of consumer * Increasing price can have a positive impact on motivation and demand for lifestyle
TABLE OF CONTENT page 1. Introduction 1 2.1. Background of
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