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TABLA DE CONTENIDO
1. GENERALIDADES DE LA EMPRESA............................................................31.1 HISTORIA...............................................................................................3
1.1.1 HISTORIA DE HELLO KITTY..............................................................4
1.2 MISIN..................................................................................................6
1.3 VISIN...................................................................................................6
1.4 OBJETIVOS DE LA EMPRESA..................................................................6
1.5 GLOBALIZACION....................................................................................7
2. SEGMENTACION DEL MERCADO..................................................................9
2.1 SEGMENTACION GEOGRFICA...............................................................92.2 SEGMENTACIN DEMOGRFICA............................................................9
2.3 SEGMENTACION PSICOGRFICA.............................................................9
2.4SEGMENTACIN CONDUCTUAL...............................................................9
2.5 TARGETING:.........................................................................................10
2.5.1 MERCADEO DIFERENCIADOR.........................................................10
2.6 POCISIONAMIENTO..............................................................................10
3. COMPORTAMIENTO DE COMPRA DEL PRODCTO.....................................12
3.1 !"E COMPRAN#.................................................................................123.2 !DONDE COMPRAR#............................................................................12
3.3 !CMO $ CANTO COMPRAN#............................................................12
3.4 CUANDO COMPRAN.........................................................................12
3.5 !POR"E COMPRAR#..........................................................................12
.....................................................................................................................14
4. COMPORTAMIENTO DE CONSMIDOR.......................................................15
4.1 CLTRAL............................................................................................15
4.2 SOCIAL.................................................................................................164.3 FACTORES PERSONALES......................................................................17
4.4 FACTORES PSICOLOGICOS...................................................................1%
4.! COMPORTAMIENTO DE COMPRA...........................................................1%
4.6 PROCESO DE DECISION DE COMPRA...................................................19
1
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CAPITULO 1
GENERALIDADES DE LAEMPRESA SANRIO CO.
2
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1. GENERALIDADES DE LA EMPRESA
1.1 HISTORIA
SANRIO "#$ %&%'%()* +*, Shintaro Tsuji '*-* Y(-(&(/% S%0 C*-+(& $&156 +*, -$)%* )$ 1 -%007& )$ $&$ )$ '(+%8(0. L( '*-+(9:( +,*)#'$ #&(
0:&$( )$ '(,;'8$, $& 8*,&* ( 0( -$,'(&':( )$ ,$,$ )$
?Sanrio". E0 &*->,$ @S(&,%* $ )$,%7 )$ 0( +(0(>,( @S(& @R%* )$0
E+(9*0. @S(& +#$)$ $, $&'*&8,()* $& (,%* &*->,$ )$ '%#)()$6 '*-*
S(& F,(&'%'* S(& D%$%& $&'*&8,()* $& &*->,$
)$ 0#%& +(,8%'%+(& $& 0( %&)#8,%(
)$ '*-%)( ,;+%)(6 '*& #&( ",(%'%( )$ K$&8#' F,%$) C/%'$&P*00* ",%8* )$
K$&8#' $& S(%8(-(. E00* 8(->%& +*$$& 0* )$,$'/* )$ P$( $&
J(+7&. SANRIO 8(->%& 8%$&$ #&( $-+,$( $& 0( ,(-( (&%-(8,7&%'(00(-()(
K**,* C*-+(&6 L8).6 -$*, '*&*'%)* +*, $0 (&),*%)$A'8,*%).
SANRIO $ $0 -(*, "(>,%'(&8$ )$ 8(,$8( )$ "$0%'%8('%7& $& J(+7&. E& $0 (9*
25526 $ %&%'%7 #&( $-+,$( '*&8( '*& T/$ (08 D%&$ C*-+(& +(,( #
8(,$8( )$ "$0%'%8('%7&.
H$00* K%88 "#$ (#$&8$ (
0( $&8( )$ SANRIO. O8,* +$,*&($ +*+#0(,$ $& +(,8%'#0(, ( 8,( )$ 0*
(9* /(& %)* 0* L%880$ T%& S8(,6 M M$0*)6 K$,*++%6 S(- $-*#%&6 B()8
M(,#6 T$&*,%#-(6 U(/(&(6 P*'/(''*6 C/*'*'(86 C%&&(-*,*00. SANRIO
'*&8(&8$-$&8$ ($>
#&%'*,&%* $ )$ '(,;'8$, &%'*6 #$ +,*8(
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A "%&(0$ )$ 25536 S(&,%*
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1.2 MISIN
S*-* #&( $-+,$( (+*&$( #$ ',$( #&( %0%)()6 '*&"%(>%0%)()6 +,$8%
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1.5 GLOBALIZACION
S(&,%* C*.6 0( $-+,$( #$ %* &('$, ( H$00* K%886 /( (-+0%()* ,;+%)(-$&8$ 0(
'*&'$%7& )$ 0%'$&'%( +(,( $0 #* )$ # %-(( )$
$00* $ # '*0(>*,('%7& '*& "%,-( )$ $'8*,$ '*-* 0( *$,:( )$ 0#*6 0*
'*-8%'* $0 8$8%06 $&8,$ *8,*. H(8*(-(6 #$ $ $&'(,( $&
J(+7& $0 ,$8* )$ A%(. E& 0( ('8#(0%)()6 $0 -$,'()* )$ E#,*+( * $0 )$
E8()* U&%)* +*, : *0* #+$,(& (0 (+*&.
7
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CAPITULO 'SEGMENTACION DEL MERCADO
%
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2. SEGMENTACION DEL MERCADO
2.1 SEGMENTACION GEOGRFICA
N#$8,* +,*)#'8* +#$)$ )%8,%>#%,$ )$ "*,-( )%8%&8( $& '()( #&%)()(8(&8$ (08* $8* $ )$>$ ( 0((0$
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CAPITULO !COMPORTAMIENTO DE COMPRADEL PRODUCTO
11
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3. COMPORTAMIENTO DE COMPRA DEL PRODUCTO
3.1 QUE COMPRAN?
U&( 0(&'( '*& "*,-( (&8,*+*-*,"( $ -#
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13
CA!A NEGRA DELCOMPRADOR
RESPUESTAS DELCONSUMIDOR
ESTIMULOSDE
MAR"ETING
MERCADO
ELECCIN DEPRODUCTO:
PRODUCTO: #ELLO"ITT:-& +&)& =&-/&/- *8& &-)*8*&
'( 8 +'8)*,/&
MARCA: #ELLO "ITT
ESTABLECIMIENTO: E(' /, =)'-/,>- '=,& ' (' '''-/-)*&* '- /&,'*('*8'*/& ' /&'-&& -,;' -&/,-& ',-)'*-&/,-&< '-
+,-&( '= ' /8*&('- -'&.
CARACTERISTICASDEL COMPRADOR:
E /8*&* ' '()'*/) '( -&'*(-& '
&,'*' *(&),(&//,>- '*(-& * +().
PRODUCTO: ELLOITT$: -& +&)& =&-/&/- *8&&-)*8*& '(
8 +'8)*,/&PLAZA: E( -*/) ' ;&,*,+, & ) ), ''*(-& '&< '-'('/,& & ( -,@(.
PROMOCIN:
C-(,+' &( &&( & ' ,))
+&-&*&( +*&-'(*'8,(.
D( * -.
MOMENTO DECOMPRA,
H$00* K%88 $'*-$,'%(0%()* #&( $
* )* $'$ (0 -$ +*,'0%$&8$.
CANTIDAD DECOMPRA,H$00* K%88 $#& +,*)#'8* )%$9()*+(,( '*-+,(, +*, #&%)() $& )%8%&8(+,$$&8('%*&$ (0 - '/8*& 8',&-)' '*/)< 8&*/&%)* (#$ ( %-+('8(&)* )$ "*,-(,$+*&(>0$ ( $8,*'0%$&8$. T,(>((-* #&8*
+(,( 00$(, (: (0$
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