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Consumer behavior of Thai consumer towards Korean famous cosmetic brand
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2. Korea Fever Movie Food Star & Singer Fashion 3. History of Etude
4. Etude Products
5. Powder 6. LIPS 7. Eye Shadow / Eye Liner 8. Brush On 9. Cream 10. Etude Products MoistfulMist Dream On Base Pore Erasing Peach Dream On Pact Dream On Powder Speedy Total Makeup Balm Dream On Foundation 11. TARGET
12. TARGET
13.
14.
15. Etude Overall Conceptual Model of Consumer Behavior 16.
17.
18.
19.
20. ( Attitude)
21. Interview Direct to Consumer 22. Interview Direct to User Etude Etude Etude Etude Promotion ( ) 21 4Packaging / 3-4 / Packaging 500 23. Interview Direct to User Etude Etude Etude Etude Promotion ( ) 26 Packaging , , 2-3 / Packaging 1,000 2 ,500 ,Tint 24. Interview Direct to User Etude Etude Etude Etude Promotion ( ) 29 2-3 / 1000-3000 25. 26. 27. 28.
29. ( Alternatives evaluation )
30.
31. Price 490 1,000 Cream 590 1,100 Brush On 350 - 700 Eye Shadow / Eye Liner 490 650 Lips 890-1,300Powder ( ) 32. PLACE
33. 34. PROMOTION
35. PROMOTION
36.
PROMOTION 37. (Unmet needs)
38.
39. 40.
1. 2 . . . 3 . . . 4 .5 . . . 6 . 7 . 8 . . . 9 . . . 10 . . . 11 . . . 50141302505014130292 5014130293 5014130294 5014130296 5014130304 5014130311 5014130331 5014130338 5014130342 5014130346 8 15 16 17 18 20 22 24 25 26 27 MMM 8/3