Professional Documents
Culture Documents
service consumption/ purchase model of services Understanding Differences among consumers- Global Differences, Group Decision making
Disney in France..
owned jointly by a consortium of 60 banks and the Walt Disney Company, which is also responsible for its management. Disney operates two wholly owned theme parks in the U.S.: Disneyland in Anaheim, California (opened in 1955), and the Walt Disney World resort in Orlando, Florida (opened in 1971). The company also earns royalties on revenues from Tokyo Disneyland, a park owned and operated by an independent Japanese company, the Oriental Land Company Limited (opened in 1983).
in 1971. Upon the leadership of E. Cardon Walker, Tokyo Disneyland opened in 1983 in Japan with instant success, forming a catalyst for international expansion. Focused to repeat Tokyo history at France in 1986 Disney Chose Paris as the preferred destination Disneyland Paris operational since 12 April 1992
a new town in the eastern suburbs of Paris, France. The complex is located 32 km (20 mi) from the centre of Paris. is composed of two theme parks, a retail, dining and entertainment district, and seven Disneyowned hotels. Operating since 12 April 1992, it was the second Disney resort to open outside the United States (following Tokyo Disney Resort) and the first to be owned and operated by Disney
Why Paris???
Demographics and Subsidies
Central location in Western Europe 17 million Europeans live less than a two-hour drive
from Paris. Another 310 million can fly there in the same time or less. Eagerness of the French government offered the company more than $1 billion in various incentives, all in the expectation that the project would create 30,000 French jobs
Initial hitches.
The talks with the French Govt. took more time than
expected Attack of the Parisian intellectuals stating that Disneyland is an assault to French Culture Disneyland- unwelcome symbol of American clichs and a consumer society considered to be the cultural imperialism, or neo provincialism of Euro Disney Few French laureates felt it would encourage an unhealthy American type of consumerism in France .
Troubles!
Euro Disney's ability to generate revenue is determined
by two primary occurrences: 1. Number of visitors in attendance 2. Visitors' average length of stay Although first year's attendance was substantial (9.5 million),it was below the operating break-even level of 11 million Visitors average length of stay was also reportedly well below plan
5)
inadequate for European marketplace. Paris winters uninviting. Unlike Americans, Europeans will not take their kids out of school to visit Euro Disney. Unlike Americans, European vacation habits run counter to short, expensive visits to Euro Disney. The Magic Kingdom concept, successful in California and Tokyo, is not compelling enough for Europe.
7) Europeans Have an American Option 8) Disney's policy of serving no alcohol in the park 9) Monday would be a light day for visitors and Friday a heavy one ? 10) Europeans 'don't take breakfast? 11) Bacon and eggs for breakfast! We didnt know that! 12) Lunch Time is it 12.30? 13) Staff Problems
??????????????????????? ?????????
of a product
Experience Qualities
Attributes a consumer can determine after purchase (or
Credence Qualities
Characteristics that may be impossible to evaluate even
Clothing
Haircut
Entertainment
Restaurant meals
Computer repair
Lawn fertilizer
Chair
Motor vehicle
Foods
Complex surgery
Easy to evaluate
Difficult to evaluate
Legal services
distinct phases as follows : 1- the pre-purchase phase 2- the service encounter 3- the post-purchase phase.
The UKs Financial Services Authority(FSA) is the regulatory body for all financial services. It is funded entirely by the firms it controls, but it has a supervisory board which is appointed by the Government, via the Treasury. Its primary purpose is to protect consumers by regulating the market to provide fair trading in financial services. In 2003, the FSA commissioned consumer research with the aim of finding out how consumers identify their financial needs and what their decision-making process is in finding the right financial package to meet those needs.
Family events such as marriage, divorce, children, or elderly parents; Occupation events such as new job, promotion, redundancy, self employment or retirement Heath events such as long-term illness of a dependant; Housing events such as moving house, renting a room or downsizing; Leisure events such as travel or hobbies; Windfall or loss events such as winning a lottery prize or robbery
External trends
This would include Government legislation, changes in the
economic climate for financial services industry initiatives(such introduction of a new type of credit card or bank account)
as
the
Financial traits
These are the personal attitudes and approaches of the
individual, for example the degree of risk taking, the planning horizon, the decisionmaking style and the degree of interest the person has in financial planning.
E.g -Meals
A meal at the best restaurant in town Social meal with friends and family Safe food from a reputable source Food from any uncontaminated source
External Search
External factors
Competitive options
Firmproduced factors
Promotion
Risk
Performance or Functional Financial Time loss or Temporal Opportunity Psychological Social Physical Sensory
Pricing
Involvement level
Information Sources
Previous personal experience Word of Mouth recommendation (WOM) Reference groups Media communications Internet sources
Evaluation of Alternatives
A process of choice reduction.
Service Encounter
Service purchase
Attribution of dissatisfaction
Positive or negative bias Brand loyalty