[2023-1, 만점] 중앙대 소비자행동론 개인 project 보고서

소개

"[2023-1, 만점] 중앙대 소비자행동론 개인 project 보고서"에 대한 내용입니다.

목차

1. Consumer Behavior Final project
1) Stage 1: Pick a Product/Service
2) Stage 2: Current Marketing Analysis
3) References

2. Consumer Behavior Final project
1) Stage 1: in-depth consumer analysis

본문내용

Stage 1: Pick a Product/Service
A. Selection; Samsung Galaxy
The current smartphone market is highly competitive. Among them, Samsung 'Galaxy' is gaining great popularity around the world. However, Samsung Electronics' smartphone market share is declining, and Apple's iPhone is expanding its influence according to the MZ generation's choice. Based on this current situation, Samsung Electronics' 'Galaxy' product is selected and analyzed from a consumer behavioral point of view. Specifically, the reasons for choosing the Galaxy are as follows.
Despite its excellent technology and brand recognition, how far can Samsung Galaxy perform? First, it was confirmed that Android's potential position in the US smartphone market is gradually decreasing.
According to the Financial Times in the UK in February 2023, it was investigated that users in their 10s and 20s, called Generation Z, have a prominent preference for Apple, such as the iPhone.

참고자료

· 추현우, ‘미 Z세대, 아이폰만 쓴다… 안드로이드는 NO’ (Digital Today, 2023)
· 김은지, ‘”이럴 바엔 아이폰 산다”… 삼성폰에 뿔난 MZ세대 ‘반기’ [위기의 갤럭시 상]’ (한경, 2022)
· 김수민, ‘[마케팅의 세계] '폴더블폰'에 대한 삼성의 이유있는 집착 ② 포지셔닝과 현재’ (WorldToday, 2021)