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Team kパワポ
1.
消費者行動論 Team K
天野愛子 08bm011z 中島佳奈 08bm141e 廣島沙帆 08bm165f 1
2.
Theme 「日本における広告キャンペーンの紹介と 消費者行動論によって分析」
2
3.
広告キャンペーン TVCMの紹介と比較からアプローチ ⅰ)ヘルシアスパークリング
ⅱ)和漢箋 3
4.
ⅰ)ヘルシアスパークリング 商品概要:特定保健用食品。350mlペットボトル。 特徴:茶カテキンを豊富に含んでいることから、
エネルギー消費しやすくなる為、体脂肪が気に なる人に適している。 Target:体脂肪を気にする全ての人々 4 Watch me!
5.
ⅱ)和漢箋 ロート「和漢箋 防風通聖散錠」 商品概要:第2類医薬品。錠剤。
特徴:肥満症などに優れた効き目をもつ漢方薬であり、皮下脂肪や便秘に効果があるとされている。 Target:脂肪を気にする全ての人々 5 Watch me!
6.
分析 ヘルシアスパークリングも和漢箋も、 ターゲットは「体脂肪を気にする全ての人々」
である。 6
7.
7 このようなターゲットに商品を購買させる為に、 どのような動機付けがなされているのだろうか?
8.
動機付けとは 企業が消費者のニーズを探り、消費者のニーズを満たすことでその商品の購入意図を消費者の頭に入れることができる。 消費者に商品購入の動機付けをできる。
消費者のニーズを理解することが重要 8
9.
動機付けの種類 9
10.
CM① ヘルシアスパークリングの動機付け 10
積極的な動機付け CM広告
11.
CM②和漢箋の動機付け 11 消極的な動機付け
CM広告
12.
まとめ 同じようなニーズを有する商品であっても消費 者行動に影響を与える動機付けに差異がある。
12
13.
Thank you for
listening♥ 13