Holly
For my final project, I chose to focus on Disney for the company and Disney+ as the category. I chose it because it takes me back to my childhood and provides options for all ages. There is so much available on Disney+ from cartoons, Marvels, Star Wars, etc. They also offer bundle options with Hulu and ESPN which provides even more available media like other movies, tv shows, and sports. Having all this and much more at your fingertips makes streaming even better by the tap of a button on any smart device.
Consumer Behavior
Consumption happens daily from what we eat, where we go, what we watch, what we listen to, etc. No matter what we do in our everyday lives, we consume things even when we aren’t paying close attention to what it is. This is where subliminal messages can sneak in unconsciously. Especially when we go about our day with so many distractions.
“Consumer behavior is the set of value-seeking activities that take place as people go about addressing and attempting to address real needs.”(Babin. 2024). It naturally involves the thoughts, feelings, reactions, and consequences that take place as the consumer goes through a decision-making process, ownership, and usage of a product. (Babin. 2024).
Since my major is Marketing, I feel that consumer behavior is crucial to understand what and why someone would consider a particular product or service. When it comes to being successful in marketing, one must understand the general emotions and thought process of one’s desired target audience. In the CB reading within chapter 1, it expresses the importance of understanding human reactions to their environment and how interactions with others also are influenced. (Babin. 2024).
We all know how our emotions or lifestyles can impact what and when we make a purchase. This could include someone’s hobbies, interests, or feelings at any given time. If someone hunts, they might drop funds for a new weapon or gear. A gamer is going to want the new game or console releasing. An example related to Disney+ is a child excited about the next princess or Disney movie release.
Consumer Analysis
As I analyze the consumer behavior with this selection, I intend to investigate Disney’s marketing strategies, customers reviews, and streaming behavior. This would include what tactics Disney uses to approach their marketing angles, positioning, and content. It would also include what customers are already saying about their experiences with the platform and what they might want adjusted. Referring to the streaming behavior, what demographics are leaning toward what programs or categories within the platform.
Reference
(2026). Explore Disney+ Highlights. Disney+
Babin, B. J., & Harris, E. G. (2024). CB (10th ed.). Cengage Learning. (Chap. 1 and Chap. 6.3)
