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LEGO consumer analysis

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on 9 October 2013

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Transcript of LEGO consumer analysis

LEGO consumer analysis
Reasons for buying LEGO:
Huge brand
Have been existing for years
Good reputation
Customer Service
In young age:
- Behavioral perspective
- Experiental perspective

When getting older:
- Social-cultural perspective
- Cognitive perspective
Cultural differences
Misunderstanding with Turkey
Themed LEGO
Different view of religion

Threats and opportunities
--> challenges

Keeping it current
Other medias relating to the toys
New markets

Going forwards
Focus on Quality
Targeting right

- Social- cultural perspective
- Cognitive perspective
Cognitive perspective
--> S-O-R-Model
Conclusion - Importance for LEGO
Purchase decisions helps LEGO improving + creating Marketing Strategies
--> Example --> Christmas
Brand Framework
Target Groups
Many different target groups
Hobby builders
Public Institutions
Two main target groups:
Children (users)
Parents (buyers)
Full transcript