Consumer Behavior Easy Care

Hong Kong Baptist University

Bachelor of Commerce in Marketing

 (Honors)

1st Semester 2017-18

BMKT3015 Consumer Behavior

Company: Easycare

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Content

1. Summary-----------------------------------------------------------------------------p2
2. Company information

2.1 Company background---------------------------------------------------------p2

2.2 SWOT analysis-----------------------------------------------------------------p3

1. Consumer analysis

3.1 Interview findings--------------------------------------------------------------p4

3.2 Marketing segmentation-------------------------------------------------------p5

1. Marketing mix strategies recommendations

4.1 Product---------------------------------------------------------------------------p5

4.2 Place------------------------------------------------------------------------------p6

4.3 Price------------------------------------------------------------------------------p7

4.4 Promotion------------------------------------------------------------------------p7

1. Reference and appendix-----------------------------------------------------------p10
2. Work contribution-----------------------------------------------------------------p14

1. Summary

In this report, we would like analysis the benefits and drawback of the online platform “Easy Care”. This software is designed for old people and provides caring service to them. But the awareness of this platform is low due to some people may not know how to download the software or may not search the caring service by using mobile software or internet. In order to gather more information about the behavior of older people, we did the survey with 6 old people. We can basically know their lifestyles, consumption patterns and interests from the survey finding. After that we used the information gathered from these old people to analysis their consumer behavior. And we found out different behaviors in their daily life will affect their preference of using this platform.

On the other hand, four consumer behavior concepts will be applied in this report. They are JND, sensory marketing, stereotypes, and hierarchy effects of needs. And the marketing mix strategies will provide recommendation to improve the shortage of the platform.

2. Company information

2.1 Company Background

“Easycare” is the online platform developed in Hong Kong in 2016. The mission of this organization is to provide a high quality service to old people and expand their service around China. And the company provides the mobile apps which available to download by using smart phone. What’s more, Easycare has already recruited 2500 professional nurses and services for approximately 2100 families in 2016. And the price of caring service is based on the service needed from the client. Basically is from 99 per hour to 30000 per month. The advertisement of this platform was distributed in the light box or banner on the minibus. Also they had speech about how to keep the good health in order to let people know more about their institution. On the other hand, they cooperate with some university in order to give more internship opportunity to student.