Describe the psychological concepts discussed and their importance in developing a successful marketing communication message. Utilize your articles to explain the relationship between consumer psychology and marketing communications.
This move targets to identify with Chinese traditions, which is a local standard observed by many Chinese unlike in the western traditions. This has prompted Walt Disney Company to venture into this business front in Hong Kong in order to serve the increasing number of wealthy people.
According to the case study, Walt Disney Company can learn numerous lessons. Secondly, some environmental groups are worried that the increasing number of wealthy Chinese and increased purchasing power poses greater danger to this rare species.
This can be illustrated by the fact that Hong Kong authorities blocked shipment of one thousand and eight hundred frozen penguins destined to mainland China. Therefore, lessons learnt by the Walt Disney Company touching on the purchasing decisions and consumer behavior at Hong Kong Disneyland are influenced by internal and external factors.
Globalization is defined as a historical process that has resulted in human innovativeness and technological advancements. The term globalization reflects the technological progress that has characterized international transactions.
Several global issues influence how consumers behave and how their purchasing decisions can be influenced. For any business to be successful, the consumer plays an integral part in realizing the goals and objectives of the business.
Hence, consumer behavior is of great significance to prosperous marketing experience in the global arena.
Intricacy levels shown by consumer purchasing behavior makes it difficult to manage and predict the global issues that can influence it. Numerous global issues influence consumer behavior, for instance, the global financial crisis, which has been identified as the most significant factor that affect consumer buying decisions both psychologically and economically.
A crisis prompts many consumers to be more money oriented and save. As a result, consumers spend more on necessities and avoid spending on premium products even though they can afford them. Hence, consumer behavior shifts to cheaper brands and concentrates more on products that have promotions and discounts.
This makes consumers to take more time in comparing the prices of the products on the shelves and pick the least expensive.
Unemployment is another major global issue that has become a major issue in determines the consumer behavior. The growth in unemployment, increase in inflation, freezing, and reduction of wages has led to a decrease in purchasing power of various potential consumers.
The bad economic conditions presented by unemployment have affected consumers in such a way that the effect is also felt by the producers.
As long as people are jobless, they tend to cut on all the unnecessary purchases and spend their income on basic needs. This global crisis has been on the focus in the mainstream media and more people are reading on the economic crisis.
For instance, anticipating increased prices of items, especially the necessities can result in most consumers preparing to spend more on necessities. The increase in prices for necessities leads to consumers having few resources to purchase the nonessential goods and services.
Thus, inflation leads to most consumers postponing the discretionary expenditures. Recession has become a global issue as well. During recession, most consumers are motivated into a saving culture. The period poses a major threat to their jobs and income. However, the conditions can change during the economic boom where the saving rate declines significantly.
Saving culture of most individuals is influenced by the psychological and economic factors. The recession period poses major harm to some individuals who experience a decrease in their wages or those who were forced out of their employment.
The little money that they have is used for their upkeep rather than spending on the nonessential. As argued by scholars such as Martincompanies that are able to compete in the global arena must be ready to continuously change in order to align themselves with the ever-changing dynamic business environment.
Case Two: Would Mickey Mouse Eat Shark’s Fin Soup? · Identify the lessons the Walt Disney Company® learned about consumer behavior and purchasing decisions at Hong Kong Disneyland®. Prepare a slide powerpoint with notes case study analysis in which you evaluate the consumer behavior and purchasing decisions illustrated in both case studies. Would Mickey Mouse Eat Shark. May 10, · Hong Kong Disney Land Case study The Walt Disney Company is an American institution closely identified with Mickey Mouse and world-famous theme parks. Hong Kong Disneyland was the Walt Disney Company's third international theme park outside America, after Tokyo and Paris.
Globalization has affected several organizations in different ways, for instance, globalization has led to change in consumer behavior, downsizing of organizations, new relationships between the consumer and the manufacturers change of purchasing decisions, explosion of information technology, and restructuring of the companies to align with different customer needs.Would Mickey Mouse Eat Shark’s Fin Soup?
According to the case study, Walt Disney Company can learn numerous lessons. Firstly, environmental groups around the globe are against the company’s venture into this business. Secondly, some environmental groups are worried that the increasing number of wealthy Chinese and increased purchasing.
The second case study is the case of mickey mouse and the shark’s fin soup. Shark’s fin soup has been a common favorite dish especially for the Chinese over a long time.
The delicacy has been served mostly in Chinese banquet weddings at a pretty high price. At $ (U.S.) per bowl in Hong Kong, shark fin soup is a conspicuous way to display affluence. With rising demand, a single fin from a whale shark can now sell for more than $10, in Asian markets.
In Microsoft Word - Case Study Should we save the plombier-nemours.com Author. May 10, · Hong Kong Disney Land Case study The Walt Disney Company is an American institution closely identified with Mickey Mouse and world-famous theme parks.
Hong Kong Disneyland was the Walt Disney Company's third international theme park outside America, after Tokyo and Paris. Japan to Apple iPhone “No Thanks” and Would Mickey Mouse Eat Shark Fin Soup these two case studies shows what happens when consumer behavior and marketing mix in globalization goes very wrong.
These two studies reveal how marketer think they are giving a wonderful product and service in the case of Apple’s the iPhone and. Would Mickey Mouse Eat Shark’s Fin Soup? Walt Disney Company has had to deal with several lessons concerning the decisions on purchasing and consumer behavior with the Disney Company and its clients influence in the purchasing aspects.
The Walt Disney Company wants to include Shark Fin soup in its menu for the wedding reception menu. This a tradition of the Chinese.