Personal buying behavior and marketing decisions

Essay from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Lancaster University, language: English, abstract: ¿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.