Essay
Lokbook Customer Behaviour
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- Hogeschool InHolland (InHolland)
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OE1 04 Customer BehaviourLogbook
Casio
Myshka Iryna (709140)
Inholland Alkmaar
, OE1 04 Customer Behavior
1. Introduction
Casio is a renowned Japanese brand that has been producing innovative and reliable electronic products since its inception in 1946.
The company offers a wide range of products, including watches, calculators, cameras, musical instruments, and more. Known for
its commitment to quality and customer satisfaction, Casio has established itself as a leading brand in the consumer electronics
industry. The company has a global presence, with operations in over 100 countries, and has earned a reputation as a trusted and
respected brand worldwide. Casio continues to push the boundaries of innovation and introduce new and exciting products that
meet the evolving needs of its customers. The G-Shock is a testament to the brand's commitment to excellence. The G-Shock, also
known as the Gravitational Shock, is a line of watches that has been around for over three decades and continues to captivate
watch enthusiasts with its tough design and exceptional performance. As a watch enthusiast, I have always been fascinated by
products of the brand Casio and by the brand in general. I find the company's attention to detail, commitment to quality, and
innovative approach to engineering truly inspiring. The G-Shock, in particular, has always caught my attention with its unique
design and exceptional capabilities, making it the perfect subject for this report.
Customer Segmentation
Casio uses several variables to segment its customers, including age, gender, income, and geographic location. For example, the
company targets young adults with its G-Shock line of watches, which are known for their durability and trendy designs. On the
other hand, the company's Edifice line of watches is targeted towards middle-aged men who are interested in luxury watches.
The Casio watch customer can be identified in the following segments:
Sports Enthusiasts: Customers who are passionate about sports and outdoor activities such as hiking, camping, and
swimming. They are likely to be interested in Casio's line of sports watches that are equipped with features such as
stopwatches, countdown timers, and water resistance.
Fashion-conscious: Customers who prioritize fashion and style in their choice of watches. They are likely to be interested
in Casio's range of trendy and fashionable watches that complement their outfits.
Tech-savvy: Customers who are interested in technology and innovation. They are likely to be interested in Casio's line of
smartwatches that are equipped with features (such as GPS tracking, Bluetooth connectivity, and health monitoring
sensors).
Value seekers: Customers who are looking for high-quality watches at an affordable price. They are likely to be interested
in Casio's range of affordable watches that offer a good value for money.
Watch enthusiasts: Customers who are passionate about watches and are interested in the mechanics and craftsmanship
of watchmaking. They are likely to be interested in Casio's range of high-end watches that offer advanced features and
precision engineering.
2. Automatic vs. reflective mode
Automatic and reflective modes of behavior can certainly apply to consumer behavior when it comes to purchasing watches from
The Casio company.
In automatic mode, consumers may rely on habits, routines, and past experiences to make purchase decisions. For example, if a
customer has previously owned and enjoyed a Casio watch, they may be more likely to automatically choose another Casio watch
when it's time for a new one. Additionally, if a customer is in a rush or lacks the time or motivation to engage in deep reflection or
research, they may simply purchase the first watch that catches their eye or that they find familiar or comfortable.
In reflective mode, consumers may engage in more active, deliberate, and thoughtful decision-making when it comes to choosing a
watch from The Casio company. This may be the case if a customer is looking for a watch for a specific occasion or purpose, such as
a formal event or a fitness activity. In reflective mode, consumers may consider factors such as the watch's design, features, quality,
durability, and price, as well as how it aligns with their personal values and lifestyle.
The potential impact of automatic and reflective modes of behavior on The Casio company's sales and marketing strategies is
significant. On one hand, it is important for The Casio company to cultivate and maintain a loyal customer base that relies on their
brand for familiarity, comfort, and reliability. This can be achieved through consistent branding, high-quality products, and strong
customer service. On the other hand, it is also important for The Casio company to appeal to potential customers who are in
reflective mode by showcasing the unique features, benefits, and values of their products, as well as engaging in targeted and
effective marketing strategies that reach these customers at the right time and place.
3. Sustainable consumption
Sustainability has become increasingly important for businesses, and this includes the Casio brand. Consumers are becoming more
conscious of the environmental and social impacts of their consumption, and they are more likely to choose products and brands
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