EXERCISE 1:

Giving powder milk for seniors → Attribute-based decision approach

- Search for information on the internet
- Compare packaging, ingredients, prices, nutritions of same products
Situational factors:
- Relatives using another products (same price) and her health/ physical movements are improved
→ Attitude-based approach
- Time-pressures (less likely to happen) + information is difficult to find

EXERCISE 2:
Surrogate Indicators: price, advertising intensity, warranties, brand, and country of origin as
indicators of quality. (materials
- Identify target market
Travel Agent - Vietravel - “Cao cấp” Tour
Ages: 25 - 65 Price: Higher the price, higher the Display high prices but with promotions on tours
Income: Average diversity and quality of the tour
income or above
Hobbies: Those Advertising intensity: More ads → Higher Increase advertising intensity on
who love reliability.
travelling, Diversity of the spots
especially
travelling to new Accident Insurance
places + Limited
time and
information
sources
 A cleaning robot - Xiaomi

Target customers: Warranty (long Provide warranty of product for consumers. It may have the duration of 6
Young people who duration) & after-sale months, 1 year or above) → Consumers have more time to use the robot
want to try out support without worrying of sudden technical issues.
advanced During their product use, if they have any problems or confusion, the
technologies at brand can provide staff to support consumers thoroughly.
reasonable prices
Advertising intensity: Increase advertising intensity on popular channels (TVs, Social
Ages: 18+ More ads → Higher Medias, Electronic Sales Channels).
reliability. The company also regularly organizes flash sales, stimulating
Income: Average customers to immediately make a purchase decision.
income or above

Interests: Price: Higher the price, Offer a variety of prices or with promotions → show what is the
Tech-savvy, Love higher the quality and differentiation of each product line to justify those prices -> consumers can
cleanliness but may service satisfaction of easily consider these products that meet their needs and budget with a good
not have much time the product quality.
cleaning
→ want to buy an
automatic equipment to Materials and Design: Develop modern designs with vibrant colors.
help cleaning More modern design →
Being well-functioned

Country of origin: Focus on Xiaomi cleaning probot’s functions (cảm biến độ cao, cảm
China biến tường, etc.) with competitive prices and designs.

- Consider effects by reference groups (households)

Person Laptop - A competitively cheaper mouse.
1 Mouse - Buy on Shopee sales with good online
reviews.
- At first: functioned well; after a month:
sensor decreased + needed to be
charged daily
→ Compared to the previous one: much lower
quality with the somewhat same price.
Person Uniqlo’s t - It has a bad fabric quality with a rather
2 shirt high price
- Print quality is not as good as previous
seasonal products
- Size does not fit with my body
- Buy on Uniqlo apps with sale promotion
Person Zebra Pen - Inconsistent ink flow, dry and clogged
3 Refill over a short period of time
- Not in the expected size -> does not fit
the pen case
- Relatively high price but not comparable
quality -> Ten times more expensive
than regular one.
Feedback: Cân nhắc cả 2 yếu tố satisfied and dissatisfied ở 1 sp.
If consumers find technical issues of product
during a month, the brand can offer a
replacement with a brand new one.
- Provide
- Offer customer services to consult
customers before purchase decisions
- Expand online market -> collaborate
with e-commercial platforms such as
Shopee, Lazada
- Customers can return goods if the size
does not fit.
-
- Provide size chart
- Offer preview images of the product,
coming with its .
-