International consumer behavior - publié le 23/06/2011

Thèmes abordés

International Consumer Behavior ; advertising ; communication ; iseg ; assignment

Résumé du document

Our company wants to launch a new service in car insurance in Netherland. In this way we will propose an all inclusive pack for our customers which will beneficiate of free services as fixing their car after a damage, the lend of a car during reparation... We notice that in this country drivers have the choice between only two kinds of products: Simple car insurance and all cover car insurance. Even if the number of car is increasing in Netherland, this city is seeing as the bicycle city by other person.
We will present in detail the service of our car insurance; we will analyze the macro and micro environment and to finish we will analyze the consumer and marketer point of view in order to implement our service.

Extraits

[...] Moreover we have to study very well all information in order to target young driver (from 18 to 30 years old). We notice that if drivers take an all risk car insurance they will beneficiate only the compensation for personal and car damages. But, our packaging will also include many advantages as fixing their car after damage, better price for young driver IV. From the “consumer looking perspective, how would you use such factors as motivation, exposure, knowledge, attitude formation, problem recognition, judgment and decision making, etc.? [...]

[...] So, the company has to be very careful when they want to implement their service in Netherland in order to attract people they have to propose a all risk cover with many bonuses at a low cost. BIBLIOGRAPHY "Assurance Auto : L'assurance Auto Vectura D'Aviva Assurances Vous Garantie Vous Et Votre Auto, Automobile, Voiture, Véhicule." Agence Assurance : Aviva Assurances, Une Agence Assurance Près De Chez Vous. Web May "Cars - I Amsterdam." Portal to Amsterdam - I Amsterdam. Web May "CIA - The World Factbook." Welcome to the CIA Web Site Central Intelligence Agency. [...]

[...] Analyze the Macro consumer picture in Netherland Population: In July 2011, there are 16,847,007 persons in Netherland and it is the 60th country in the world in term of population.[2] The age structure is: 0-14 years: 17% 15-64 years: 65 years and over: We notice that our main target is well represented with of part of the population. Main languages in Netherland are Dutch and Frisian. The urban population represents 83% of total population in 2010. Labor Force: Agriculture: Industry: 18% Services: The unemployment rate was in 2010. [...]

[...] Legal System The legal system is based on civil law incorporating French penal theory. Technology: Number of cars and Motorcycle increase since 1980 and nowadays cars in Netherlands represents more than 9 millions of cars.[3] We notice that in Netherlands the country is a nation of drivers but they are also many cyclists because more than 80 percent of the populations have at least one bicycle. III. Analyze the micro consumer picture Customers: In order to drive a car in the Netherlands, the driver must be over 18 years of age, carry a valid license and third-party insurance. [...]

[...] Student name: DELIN Déborah Mobile number: + E-mail address: Course Code: 1A Topic: Car Insurance in Netherland Word count 3563 Take Care TABLE OF CONTENTS Introduction I. Preface II. Analyze the Macro consumer picture III. Analyze the Micro consumer picture IV. From the “consumer looking perspective, how would you use such factors as motivation, exposure, knowledge, attitude formation, problem recognition, judgment and decision making, etc.? V. From the “marketer looking perspective, what information and techniques would you tell or instruct your sales force / advertising agency / store designer / marketing team / public relations agency / etc. in order to improve sales or increase usage? [...]