COBE week 3 Flashcards
1
Q
What is the definition of a trend?
A
- A trend is a tendency in which certain products, subjects or ideas find increasing acceptance in a growing section of the population.
or - Trends indicate the preferences of large groups of consumers and in this way they also reflect the values of consumers.
or - The causes of trends can mostly be found in societal and psychological social developments.
2
Q
What do you know about the bottom level of the trend pyramid?
A
- social developments
- macro context = society
- developments in society that influence consumer behaviour witgh a long term effect (10-30 years)
- DESTEP, PESTEP, PEST
- Regionalisation/localisation vs. globalisation
- Socialisation versus individualism
- Humanising versus digitalisation
3
Q
What are the elements of demographic?
A
- population composition
- density
- geographical characteristics and differences
- infrastructure
4
Q
What are the elements of economic
A
- market characteristics
- power relationships
- financial data
- economic climate
- growth perspectives
5
Q
What are the elements of social (& cultural)
A
- standards & values
- communication
- behaviour
- lifestyle
- social trends
6
Q
What are the elements of technological?
A
- know-how
- innovation
- trends
- technical problems
- probability of success
7
Q
What are the elements of ecological?
A
- nature resources
- energy
- emissions
- waste
- safety
8
Q
What are the elements of political (& legal)?
A
- legislation
- licences
- subsidy Schemes
- political climate
- political plans
9
Q
What can you say about the 2nd level of the pyramid (bottom starts)?
A
- consumer trends
- longer term (5-10 years)
- the tendecy in the behaviour of consumers unrelated to a specific domain
10
Q
What can you say about the 3rd level of the pyramid
A
- market trends: the behaviourial tendecy of consumers within 1 specific domain e.g. food or tourism
11
Q
What can you say about the top level of the pyramid
A
- product trend: the preference for specific products.
